Judith Wright, author and co-founder of the Wright Leadership Institute and the Wright Graduate Institute for the Realization of Human Potential, wanted a creative and fresh idea to market her book, The One Decision, during her book tour. She sought out Davidoff, who suggested branding a 32-foot Winnebago for a 5-state mobile marketing tour to reach as many people and media outlets as possible.  Davidoff Communications created and produced the event marketing program, including the placement of TV, radio and newspaper interviews for the 14-city tour.

“John said, ‘if we’re going to do this, why don’t we really do this? We can make an event of it, where people can not only come see the book at a talk but get some free coaching at a book store,’” Judith said.
Davidoff knew that Judith’s book was special, and that it would require special marketing. So, the Winnebago made stops anywhere and everywhere—train stations, libraries, offices—to pass out information, provide free coaching, and publicize the book.

“It was a pretty brilliant strategy,” Judith said. “It was different, exciting, and new.” Media were drawn to the events because of this very reason, resulting in radio, television, and newspaper coverage across the country.
Judith knows that success stemmed from Davidoff’s philosophy of relationship-based marketing. “They understand that relationships with people really matter, that relationships with the media really matter, and they really tend to those relationships,” Judith said.

Davidoff’s holistic way of thinking helped to see the bigger picture, creating events along the way that others may have overlooked. They even strategized around the Super Bowl, tying in the book’s theme to ask people “do you want a Super Bowl or a Super Life?” Their alternative Super Bowl included all of the football standards—chicken wings, chips, cheering, and even painted bodies. They attracted media attention because the event was focused on what really matters in a unique and savvy way.

As a result, Davidoff inspired people to have more in life. They broadened the platform and increased the visibility of both the Wright Leadership Institute and the Wright Business Institute.

“Davidoff is genuine—they’re straight shooters,” Judith said. “It matters to them that they always get the results their client wants, and they’ve always been aware and concerned that the campaign is leading to what you want. They’re awesome.”

www.judithwright.com