The One Percenter Encyclopedia

Campaign Focus:
 
Discover all the major motorcycle clubs—Hells Angels, Outlaws, Pagans, Mongols, Vagos—as well as lesser-known clubs from around the world, their histories, leadership biographies, photos, stories, and more.
 
Key Selling Points:

• The first book to present a survey of all one-percenter clubs worldwide.
• Outlaw motorcycle clubs remain one of the strongest-selling subjects in the transportation genre.
• Bill Hayes has a strong sales history in this area. His first book, The Original Wild Ones, is a perennial bestseller.

 
Key Campaign Activity
Review copy push to targeted print magazines
Pitch to Mainstream Men’s interest outlets early
 
 Pre-publication:
 
Pre-publication campaign to build anticipation of the reveal including:

• Giveaway on Goodreads

 
Trade:

• Review copy push to: Library Journal, Publishers Weekly, Shelf Awareness

 
Retail:

• Partner with Sales team to create a coordinated Sales and marketing effort

 
Consumer:

• Outreach to top automotive and top moto outlets: Cycle World, Motorcycle Consumer News, Motorcyclist
• Outreach to Men’s General Interest outlets: Maxim, Men’s Journal, GQ

 
Publicity/Media:

• Early review copies to Moto media: Ultimate Motorcycling, American Iron Magazine, Hot Bike Magazine, Rider, RoadBike, Sport Rider, Antique Motorcycle, Motorcycle.com, Women in the Wine, Keystone Motorcycle Press, City Bike, Women Riders Now, Open Road Radio
• Pitch to mainstream Men’s interest outlets: Men’s Journal, Maxim, GQ, Primer Magazine, Gear Patrol, Cool Material, The Art of Manliness, Ask Men
• Pitch to national newspapers and magazines: USA Today, Washington Post, Details, Forbes, Newsweek
• Pitch for radio and podcast interviews.