How We Did It – The Lacoste Book
We took fitness guru Paul Lacoste out of the gym and thrust him onto the shelves of the literary world next to Pulitzer nominees and New York Times best sellers. Here’s how, and why, we did it.
First, we identified the opportunity.
Lacoste is a tremendously successful fitness coach who has successfully helped hundreds of people lose thousands of pounds through some of the most creative and ambitious fitness programs ever conceived. But many people have reduced Lacoste to a caricature of his true self – painting him to be on overly intense, former meathead football player, who occasionally gets a little insensitive and lose with his comments and language.
The truth is that Lacoste is a highly educated, intelligent and shrewd businessman, who cares deeply for the people he trains, and draws from unimaginable life experiences that would flatten most people.
We believed the only way to fully tell Lacoste’s story was through a nearly 300-page book, and herein lay the opportunity. By presenting his life experiences and philosophy in this format, we could help the world know the true man behind the veneer. Packaging his story in book format would allow us to promote the Lacoste brand in dramatically different and unexpected outlets and social groups than before. The book would also begin the diversification of Lacoste’s operation from services to tangible product.
Next we created the intellectual property.
As with all such projects, we crafted a business plan that clearly defined goals, costs, and timelines. We designed the art for the book’s dust jacket, created the internal layout, helped secure a title sponsor for the book, and selected and coordinated with the manufacturer. We also helped select an author to assist Lacoste in writing the book. In this instance, I was personally the right choice due to my 30-year friendship with him.
Next we leveraged the intellectual property.
With books in hand, we immediately placed them into distribution channels such as brick and mortar bookstores, and various digital platforms. The book was also promoted at key social events, through radio interviews, newspaper articles, television broadcasts, social media, print pieces, special video vignettes featuring interviews with key people in Paul’s life, and at a variety of book signing events.
All of these outlets gave Lacoste a reason to interact with people other than talking about and promoting his training programs. The very existence of the book cast Paul in a different light and positioned him on retail shelves literally between Pulitzer nominees and New York Times best sellers.
Finally, we protected the intellectual property.
A United States copyright was secured for Lacoste’s book. We also created a new corporate entity to hold his intellectual property, including his current book as well as a half dozen other projects that are now in the pipeline.
What opportunities do you possess to grow your brand through intellectual property and how are you planning to take advantage of them?