Bonus Material: Eichborn’s Bizarre Frankfurt “Buzz” Stunt

In Discussion by Siobhan O'Leary

By Siobhan O’Leary


German publisher Eichborn may just win the award for the most bizarre marketing stunt at the Frankfurt Book Fair. The Frankfurt-based publisher let loose 200 flies with small banners attached to them bearing the Eichborn name, logo (you guessed it—a fly), and stand number. The banners were attached with wax that so that they would fall off after a few hours. Now that’s “buzz” worthy.

About the Author

Siobhan O'Leary

Siobhan O’Leary is a literary agent, translator and writer based in Berlin. She previously worked in the Foreign Rights department of the Crown Publishing Group (Random House) and at the publishing consulting firm Market Partners International.