The agents for free agent outfielder Yoenis Cespedes have come up with a creative way to pitch their client – by creating and distributing a book.
According to ESPN.com’s Jerry Crasnick, the book, titled “52 Reviews,” is a 100-page coffee table-type book, which features praising comments and testimonials from players, coaches, execs and media on Cespedes. The book is reported to be around 100 pages and has a black-and-white cloth cover.
The book, distributed to execs, was put together by representatives at Creative Artists Agency and Roc Nation. It’s not just a book, however, as apparently it also includes video content.
“In a bow to technology, the book also has a video player embedded inside the front cover,” writes Crasnick. “Executives who push the “play” button are treated to an array of Yoenis Cespedes home runs, jaw-dropping throws and other highlights set to music.”
The best part of Crasnick’s story is the reaction from executives – although the consensus seems to be positive.
“It’s beautifully done,” the executive said. “I don’t know where to start to guess at the expense involved with this. My hunch is, 5 percent of whatever [Cespedes] is going to earn is significantly more than the investment in the book.”
“I don’t think anybody is going to say, ‘Wow, that was a really cool book — let me go lay out $150 million for Cespedes,'” said a National League personnel man. “But the guy does have a pretty cool highlight reel.”
Cespedes should have no trouble selling himself, as he’s one of the top outfielders available following a season where he hit 35 home runs and was a catalyst in leading the Mets to the World Series. His agents are hoping the collection of stories provides feedback to execs from people that aren’t hired guns.
CAA’s Brodie Van Wagenen told Crasnick says the book accomplished its job by sparking conversation regarding Cespedes.
“We got a lot of positive commentary, which is satisfying,” Van Wagenen said. “But more importantly, it sparked dialogue about the player’s talent — which was the original intention. And it sets up the follow-up discussions where we go into the deeper dive.”
The process might seem silly – it is – but if it’s driving up conversation, you can’t really argue its merit. Cespedes agents were trying to give him a showcase and accomplished that goal in a creative way. There is no such thing as bad publicity, right?
(Photo via Jerry Crasnick)