JK Rowling is the first person to become a US-dollar billionaire by writing books. She’s the second richest female entertainer in the world. She has sold 300million copies of her books.
The “Teaser” marketing campaign features heavy security to protect a ‘secret’ in the book getting out before everyone has a chance to get their hands on a copy. This, and media management eg. the title being announced six months before the launch, make the campaign worthy of PT Barnum’s stunts. Treat the product as a common property, shared with the reader. A precious shared enthusiasm.
JK Rowling and her publishers didn’t plan it that way. They simply fanned the flames that started by spontaneous combustion. The strict embargo, for instance, wasn’t used until 1999, for the third book. Fearing children would wag school to queue up for their copy, the author mandated that the book not be available for sale until 3.45pm.
Could you start a Harry Potter strategy with a blank sheet of paper? Viral marketing, word of mouth marketing, buzz marketing… it’s possible. But it’s easier when you start with a fan base and a charismatic product.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment