DIARY

June, 2002

Postcard campaign

Pieter had developed a marketing strategy to test the demand for the The Honest Thief. He had two sets of postcards. One with the photo used for the cover of the book without the actual title of the book but with the text “Greetings from Holland.” The second batch was an exact copy of the cover of the book. On the back was an explanation of the book. Postcard number one was sent out to some 800 bookstores. On the back Pieter had written the text: “They really do wear wooden shoes over here. I’ll be in touch soon, Pieter.” Postcard number two (with the book cover plus text about the book) was put in the mail some 3 weeks later. Soon thereafter about 100 bookstores received a copy of The Honest Thief. The response was good. Bookstores liked the book plus the approach with the postcards was very well received. It became apparent that we had to develop a unique marketing/PR campaign to introduce The Honest Thief to our audience.