No More Ramen's Story

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In 2006, IMS Inc. successfully brought one man’s idea for a book to life. It all began when Nicholas Aretakis, a successful hi-tech executive and business entrepreneur, walked into the offices of IMS and expressed that he wanted to write a book for 20-somethings to help them successfully transition from college life to the “real world.” Nicholas wasn’t a writer, nor was he a marketer, but his idea was certainly a great one. IMS was responsible for bringing his idea to life and to market by developing the product concept (1st book and future book series), ghost writing the first book, and creating and executing a fully integrated plan including research, concept and creative development, content, branding along with trade and consumer marketing.

IMS researched the marketplace to establish the positioning for the book and for Nicholas. The objective was to develop a book concept that would serve as a launch pad for a series of books that investigate topics of importance to this age group. It needed a name that was hip, memorable and could have “legs.” IMS designed and executed a research campaign, including interviewing hundreds of college students and uncovering the scope of their desires and fears. Through their feedback and further background research, IMS strategically developed the “No More Ramen” concept and brand then wrote the book.

The “No More Ramen” title immediately connected with the target audience and positioned the book as their survival guide to “eat Ramen noodles because you like to, not because you have to.” But this was only the beginning. IMS launched a comprehensive marketing plan to ensure the book’s success. The first marketing effort was to market the book to potential distributors who could get the product into the bookstores. IMS successfully secured IPG (Independent Publishers Group), the largest and most prestigious book distributor for independent publishers. The book was the top featured selection in their Fall 2006 catalogs.

It was also important to market to the target audience of 20-somethings using the appropriate vehicles and online was a huge component. In advance of the nationwide book launch, IMS developed and launched the www.nomoreramenonline.com companion website in June. The site provides a community forum for 20-somethings to engage with one another to share success stories and life’s lessons, and create dialog with Nicholas. The site received hits from around the world. IMS worked with 20-something reviewers who continued to create “buzz” for the book on blogs & other community websites.

IMS submitted pre-publication reviews to Booklist, Bookforum and Bookpage. IMS also targeted various pre and post-publications reviews with editors at major market newspapers around the country. Book “buzz” happens reader-by-reader and is a continual process through the life of the book. PR efforts are ongoing.

As a result of IMS’ efforts, The Washington Post ran a 1/3 page article featuring “No More Ramen” on the front cover of the ‘Jobs’ section in August of 2006. Numerous other media vehicles picked up the story including The Burlington Free Press, New Castle News Journal, San Gabriel Valley Tribune, Delaware Woman, Toronto Star, Arizona Republic, AZCentral.com, WAVE 3 TV Louisville, KY, WTHR Indianapolis, FOX Carolina, to name a few. Nicholas appeared on “FOX AZ Morning” and was featured in dozens of radio talk shows that collectively reached over 5 million listeners. The “No More Ramen” book launched in September 2006 and was recently named “Best Books 2006” by USA Book News.

“No More Ramen” is currently in its third edition printing. The momentum continues…

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