Case Study: The Big Book of King Cake
Author Matt Haines once ate more than eighty king cakes in a single Carnival season, demonstrating his dedication to this delicious Mardi Gras tradition. But he was amazed to learn there has never been a book dedicated to king cakes. He wrote The Big Book of King Cake to change that, and it is now found all over New Orleans, and features beautiful photography of more than one hundred and fifty unique king cakes, as well as stories from the diverse and talented bakers who make them.
The
Challenge
The Big Book of King Cake is displayed all over New Orleans, but Matt wanted to expand into other markets, sell more books, and spread the word about the incredible (and delicious) king cake tradition.
Our
Solution
We set up a promotional tour of Austin, with book signings at local bakery Easy Tiger, a king cake and whiskey pairing event at East Austin bar The Cavalier, and a gumbo and king cake party, complete with a presentation about the history of king cake, in South Austin restaurant Lenoir’s beautiful wine garden.
We took advantage of the weekend before Mardi Gras to capture the spirit, help local businesses draw in new customers, and give Matt new sales opportunities. While New Orleans was focused on parades, Matt was selling books in a neighboring state.
The
Results
Matt was able to boost his book sales, meet ex-New Orleanians and New Orleans fanatics in Austin.
Local businesses were able to build events, grow their brands, meet local customers, and boost their sales during otherwise slow times.
“Kevin introduced me to an incredible lineup of beloved Austin businesses, and helped set up a diverse set of events that drew great crowds. I was able to sell a lot of books, and share the story of what makes king cake so special.”
Matt Haines, The Big Book of King Cake author