Occupation: Founder and CEO of diversity and inclusion firm Jennifer Brown Consulting and author

Goal: Book quality podcast interviews to attract potential book customers

BACKGROUND

When Jennifer Brown approached Ginkgo in preparation for her second book, she had already been featured and quoted in notable traditional national press like The New York Times, The Wall Street Journal and the Harvard Business Review.

Her team had recommended podcast interviews as a key strategy to pursue so they could increase book sales for the launch of How to Be an Inclusive Leader: Your Role in Creating Cultures of Belonging Where Everyone Can Thrive (Berrett-Koehler).

OUR STRATEGY

We leveraged Jennifer’s extensive experience as an entrepreneur in the LGBTQIA+ community to approach entrepreneurial podcasts with 60+ reviews and an active social media following.

What’s more, we targeted HR and leadership podcasts that hadn’t discussed diversity and inclusion in depth so Jennifer could be a leading voice in that community’s conversation about D&I.

THEIR RESULTS

As a result of community and media outreach, the book reached #1 Amazon New Release status in the Business Consulting category. We booked Jennifer on 49 podcasts, many of which are hosted by leading industry influencers such as SO Money with Farnoosh Torabi, Coming Out Pod with Lauren and Nicole, and The Unmistakable Creative with Srinivas Rao.

Beyond helping Jen start long-form conversations about diversity and inclusion initiatives, we also contributed to a positive narrative of what it looks like to be a successful LGBTQ+ woman in business.