Brand Name: Ed McBain
Product/Service Type or Description: Arts and Entertainment

Overview:
Bringing a classic crime-thriller author into the 21st century

When prolific crime-thriller author Ed McBain came to MZI Global, he had published over a hundred books, many of them no longer in print. He wanted a vehicle to promote his more recent, in-print work, as well as spark interest in his out-of-print books. Getting his current readers interested enough in his other works to purchase some of the older books would create a great cross-sales opportunity, while at the same time generating new fans, and customers as well.  MZI Global created a website for the author, running a series of ads in the New York Times to drive people to visit the website.  An interactive forum for discussion was also implemented, allowing readers to communicate and share thoughts with each other as well as the author himself. Through e-commerce, the last step, MZI Global enabled consumers to purchase all Ed McBain books online.  

Situation Analysis:

• Ed McBain was a well-established author, but needed to create awareness of his books
• He wanted readers of his old books to purchase his new books, and new readers to have an interest in his older works
• Ed McBain was of the “typewriter age” and needed to apply the latest technological services to increase awareness of his books and connect with younger generations

Marketing Challenge:

• Brand Ed McBain as an author, and not just a particular book
• Create interest for younger readers in his older books, and create awareness for older generations about his more recent work
• Implement the internet in a way that would attract new readers to Ed McBain’s crime thrillers
• Target the crime-thriller crowd with an appropriately-themed campaign

Solution:

• MZI Global designed a website from concept to completion
• A police headquarter motif was created, using terms and themes that would resonate with readers that were heavily into the crime novel genre         
• Research was done using a criminal dictionary to ensure authenticity and accuracy of terms and concepts presented on the website
• A series of ads were run in the New York Times compelling a huge influx of readers to visit the website
• MZI Global provided an online forum that allowed readers to discuss books with fellow readers, as well as the author, creating a personal connection with the author and his novels
• E-commerce was used as a way to increase sales, allowing interested readers to purchase books online
• MZI Global arranged for every detail, including finding overseas printers to handle reprint orders, demonstrating the true meaning of “full service”

Results:

• The online forum encouraged discussion and sharing of Ed McBain’s work, generating buzz about his old and new books
• Using the internet, the most convenient and frequently used medium for research and communication, awareness of Ed McBain’s books increased tremendously
• The website is still experiencing high readership among loyal and new visitors
• Ed McBain is immortalized for current and future generations of thrill seeking audiences