I Put My Book on a Times Square Billboard — But That’s Not What Drove Sales. Here’s What Did.

The allure of a high-profile marketing stunt like putting a book on a Times Square billboard is undeniable - who wouldn't want to make a splash and grab the attention of thousands of people walking through one of the world's most iconic spots? But as the author of this piece discovered, the real question is whether that attention translates into sales. It turns out, in this case, it didn't. So what did drive conversions?

The answer lies in the author's strategic approach to leveraging the billboard as part of a larger marketing effort. By using the billboard as a teaser and then driving potential customers to a targeted landing page, the author was able to capture email addresses and build a list of interested readers. From there, a well-crafted email campaign was able to convert interest into sales. This approach highlights the importance of having a clear strategy in place for maximizing the impact of a high-visibility marketing moment.

As the marketing landscape continues to evolve, businesses and startups would do well to take note of this example and think critically about how they're allocating their marketing budgets. Rather than relying on flashy stunts alone, it's clear that a more nuanced approach that incorporates targeted follow-up efforts can be a more effective way to drive conversions. To watch next: how this author continues to optimize and refine their marketing strategy, and whether other businesses follow suit in experimenting with similar approaches.

Originally reported by entrepreneur.com. NewsMerchant adds analysis for business & startups readers.