Involving consumers in your promotions
In this article Anna Rafferty explains how Penguin Books has developed a more meaningful and intimate relationship with consumers, in her case readers. She gives examples of promotions including the invitation to write a blog reviewing a Penguin Classic and the involvement of teenagers in the launch of a website to promote teen books.
So, Penguin contacted and created networks of teenagers and asked them to tell us what to do. They chose the URL and the brand, helped to select the design company to build the website, commented on what it looked like and what it should contain and it was tested with them as it went along.