Seth Godin and Portfolio Publishing

The Goal:

To amplify Seth's own marketing campaign for the launch of his book, Meatball Sundae
To identify creative, cutting-edge ways to spread the message that aligned with the ideas in his book
To reach new audiences outside of his existing tribe

Created a new medium to feature Seth in conversation with other influential thought leaders
Identified leading authors in similar fields and persuaded them to take part in the series of virtual events
Facilitated five virtual roundtable discussions on the key themes in the book
Encouraged each thought leader to promote the free event to their own followers, thereby "mashing up tribes"
Designed incentives that were announced at the end of each event to drive book sales
Created fresh, new content around the book, which was recorded and distributed to the over 7000 people who registered for the series
Thought leaders involved:
- Michael Port
- David Meerman Scott
- Chris Anderson
- Tim Ferriss
- John Jantsch
- Tim Sanders
- Andy Wibbels
- Pam Slim
- Dan Pink
- Rich Sloan
- Debbie Weil
- Keith Ferrazzi
- Mitch Meyerson
- Andrea J Lee

14 influential thought leaders actively promoted the book to their tribes
The book was introduced to an audience of over 800,000 targeted potential buyers during the launch
Over 7000 people registered for the virtual series and received new content around the book
The virtual series helped contribute to Meatball Sundae becoming another best seller for Seth