Marketing Idea No. 48 – Dont create buzz that you cant deliver or exceed

Harry Potter and the deathly hallows is the fastest selling book of all time. It sold 8.3 million copies within 24 hours of its launch. It beats the record set by its own predecessor Harry Potter and the Half Blood Prince which sold 6.9 million copies in its first 24 hours.

But that is not the biggest success story of this book. Nor is it the biggest lesson that marketers can learn from this book.

The biggest lesson any marketer can learn from this phenomenon comes from J.K. Rowling herself. How & why? Let me ask you this – can you name any product and brand launch in recent times that created this much hype and once it hits the market, the quality of the product meets the quality of the hype? It will only be a handful.

And that is marketing reality for you. We create hype around mediocre products to make it seem like the next big thing. But here comes a book with the world of expectations and surprise, surprise – delivers, if not exceeds the expectations.  And that is the biggest success of this series.

Moral of the story

Get the product quality spot on first. Then make it remarkable. And only then create the hype.

1 Comment
  1. FAHAD AZIZ 14 years ago

    Dear! shahriar amin your idea was exceptional no doubt. Moreover currently i am working as an internee for CMPAK(Paktel) company in pakistan and my team task is to run multiple campigns to boost sales of our prepaid connections. Please help me out by giving some ideas. Our target market is youth.Sims are free of us all we have to do is to motivat my customers to charge it for 100 rupees whcih have a credit of 200 and they will be enter in a lucky draw to win ipods, psp .I can even arrange finances as well. All i need is your ideas which are already apprciated by the previous one of yours.Regards

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