One book, one bash, 100 stories
Launch offers lesson on how anything can be turned into a package deal Whole party an ad for promotions business, by Surya Bhattacharya
Most book launches are not accompanied by makeovers and guy auctions. But then most books aren’t published by marketing firms run by 23- year- olds either.
Stories from Our Black Books
($ 24.95) was launched by Carissa Reiniger’s marketing company, Silver Lining, at Touch Lounge on a recent Saturday evening, where select contributors reading from the book strained to be heard over girly chatter in the background.
“ I own my own promotions company and I can do what publishers do for authors,” says Reiniger about promoting the book, which is a collection of 100 reallife dating stories and philosophies from women across Canada that she compiled along with co- editor Sarah Hutchison. The launch of the book, less than a year after the marketing company, provided a case study for what Reiniger offers her clients.
“ I wanted to use what we develop at my company and take the process of this book through it,” she says of the launch.
Reiniger says the idea is to identify a common target market, bring together non-competing products and crosspromote them. As an example, she explains, that “ for a woman’s market, we bring together a book along with someone offering self- defence classes. And at the launch of the book, we can offer special discounts and a chance for both companies to gain valuable clients.” The strategy is aimed at young people on the lookout for package deals. As a result of cross- promotion, the book comes with discount coupons printed at the back from the ten entrepreneurs on board who collectively represent women’s underwear, relaxing music and beauty products amongst other things. They were offering makeovers, samples, and music throughout the evening. But the women dropped all that and moved to the front of the room for a better view once the auction got underway. Money raised was going to be donated to charities that both Reiniger’s corporate clients and her company support. The highest bid of the evening was for a young Bay Street type in a finely tailored suit and spiked hair. He beat the shy, sensitive guy, the two actors from the Mirvish production of Lord of the Rings, and the firemen trio, despite a spike in bidding once their shirts came off.
Reiniger says the unorthodox approach to selling a product is tied to the “ what?” factor that people associate with her age. “ My age has been an hindrance and a help,” she says. “ I have the look of a cheerleader but in the end, once people get to know me, it’s okay.”
Reiniger also holds a curious distinction, by her own admission, of having been on almost 400 first dates, in spite of being unattached by choice for three years. Though the book was a case study, her dating scene wasn’t.
“ I think it averages about 3.5 dates over two weeks from 2002 to April 2005, between Edmonton and Toronto,” she says, trying to break down the numbers. While at the University of Alberta pursuing an undergraduate degree in psychology, Reiniger held down four full- time jobs, mostly involving marketing and public relations gigs and so met a lot of people.
“ I didn’t consciously decide to go on dates. If someone asked me out to coffee, given the nature of my jobs, I’d accept,” she says. Of the numerous first dates, she says there were only about 10 second dates and she may have seen another three guys more than twice.
It’s worth noting Reiniger is not looking anymore. Her current boyfriend emerged from the pile of 400 dates and has since moved to Toronto to be with her. When Reiniger’s dating history sparked off suggestions to write a book, she thought there was more to it. Instead of reflecting on her own experiences, she sent out an email requesting stories from all the women she knew. As the thread of request was forwarded, more and more women responded. The results, in 250 pages, are a miscellany of thoughts arranged alphabetically, according to guys’ names, from women aged 16 to 66. Reiniger has about 14 entries herself.
“ Everyone has a story,” she says of women going through the motions of finding love. “ And they love to share what they’ve learned from past relationships or why things didn’t work out.” For more or to order your copy, head to www.silverlining. ws/blackbook.