About the Book
Title: - Selling the Circus Author: - Sam Hamilton Over more than thirty years working hand in hand with the media on four continents and employing hundreds of publicists along the way, the author sets out to supplement traditional communications theory with experiences and lessons for the ultimate ten percent - the part that transforms everyday messages into headline grabbing publicity. It is his contention that success requires more than journalistic ability or technological aptitude, and in "Selling the Circus" he presents thought provoking illustrations of how the three primary communications disciplines of Public Relations, advertising, and media promotions, should seamlessly combine to produce effective, efficient and record breaking results. With easily accessible analogies and case studies from his experience promoting political figures, automotive brands, and the cream of pop music and Hollywood movies, "Selling the Circus" is written in two parts; the first explains why traditional media imposed boundaries no longer apply, and how, by incorporating marketing and branding principles, publicists have become the second most critical players in modern business. The second provides practical guidance to the political and entertainment industry strategies that make the difference between success and stardom - ranging from organising and maximising results from publicity tours and the secrets of effective product placement, to the more sinister aspects of media manipulation and political propaganda. Selling the Circus achieves a rare blend of an enriching and immensely interesting journey through back-stage passageways with the revelations and valuable marketing insights one would expect from an academic text. It is a must-read for everyone contemplating media or entertainment careers and should be compulsory for those already in senior management positions. From an academic perspective, explanations and examples provide ample opportunity for study and debate. And for established executives, its serious observations, gleaned from consulting experiences, will encourage greater understanding of the objectives, expectations, and hazards confronting all contemporary communicators. Chapters are dedicated to: - Communications integration with marketing and branding: Live Brands and the creation of brand personality: Recruitment - a different perspective on assessment and the personal attributes necessary for success: Public Relations functions, messages and strategies: Counteracting unwelcome exposure: Propaganda, misinformation and legitimate deception - the fastest growing area of the communications arena: Organising and maximising effect from publicity tours, press conferences, seminars and locations visits: Benefits and dangers of inviting media into the sanctum - illustrated by a case study of a European rock tour: Media promotions: Branded entertainment, product placement and endorsement, movies v other media. The final case-study draws previous chapters together in a blow by blow account of the simultaneous launch of an everyday product and a major movie. Author Q&A: - Youtube.com/user/argotmedia
About the Author: There were no media schools when Sam Hamilton fell in love with the media, so he studied psychology and film, and during breaks, covered hard news stories from Europe, USA and Ireland as a free-lance journalist. Following a year of post-graduate brand management training he returned to London as Features Editor of the UK's leading music industry monthly. His new course was set: - Two years as Label (brand) Manager for the prestigious Decca Record Company followed before moving to, respectively, United Artists and California. At the end of 1977, he moved again, this time to become the inaugural National Promotions Manager for the Philips/Siemens owned Phonogram Records in Australia (subsequently PolyGram and then Universal). Within months of arrival he led his new team to national sales records, a feat they repeated many times. PolyGram was Australia's most successful music company throughout the 1980's, and Sam, first as Head of Marketing and then as General Manager of Music and Video Operations, travelled the world creating launch strategies for, amongst others, Bon Jovi, Demis Roussos Dire Straits, Kiss, John Mellencamp and Elton John. Declining Vice Presidency and return to London in favour of raising his young family in Australia, he joined the Ten Television Network as Director of Corporate Affairs, and in 1996 he capitalised on his previous success with Chariots of Fire, Grease, Saturday Night Fever and La Bamba by joining United International Pictures, where, as head of marketing, he launched more than 200 films for Universal, Paramount & MGM Studios - particularly significant because Australia was frequently the debut territory for UIP releases and his campaigns were to become critical templates for the rest of the ex-USA world. Sam has twenty three marketing awards, written and/or produced more than a hundred Commercials and music videos, Executive Produced in excess of twenty-four hours of prime-time TV and promoted some of biggest albums and tours in Australian pop history. He has published numerous articles and white papers on market profiling, media, and customer service; written a light drama series and game-show for TV and is a tireless mentor and charity worker. He now combines consulting assignments for tourism, broadcast, technology, automotive, political, recruitment, and consumer goods clients with a demanding public speaking itinerary.
