Archive for November, 2007

Why promote something before it’s ready?

Thursday, November 22nd, 2007

On a recent easyJet flight I read in their onflight magazine about a new product launching.

It was exactly what I’d been looking for and I was really excited! So I ripped the page out of the magazine and stuffed it away, finding it again this morning.

When I logged onto the website it said the product isn’t quite ready yet, but enter your email address here and we’ll let you know when we’ve launched.

Why?

The enthusiasm I had for the product will not be as strong when they email me, even if it’s a few days time.

There is a place for building anticipation for a product, look at the Apple iPhone. But most small businesses don’t produce iPhones. And “anticipation’ marketing is in my view mostly a waste of money.

Shout ’shortage’ to create one

Wednesday, November 14th, 2007

Here’s an interesting story from BBC News about Nintendo predicting a shortage of its Wii’s this Christmas (how do you pronounce the plural of Wii – wheeze or whizz?)

For parents facing the difficult decision between a Wii and a Playstation 3, surely this clears it up: get a Wii – quick.

It’s the same reasoning that makes people join the back of a long queue at a sandwich shop, when there is no queue at another sandwich shop next door.

Sometimes we act as sheep and do what everyone else is doing. You can use this to try and influence behaviour in your marketing.

Incidentally, if this Wii shortage story persists all the way to Christmas, there’s a publicity opportunity for every retailer with a Wii in stock. Turn selling a Wii into an event. Open at 4am and enjoy the publicity of long queues outside your shop. Have a live Wii counter in your window. Offer to buy second hand Wii’s off people to resell.

70 Daleks

Friday, November 2nd, 2007

Now this is what I call a publicity stunt!

Probably more real Daleks in one place than any episode of Doctor Who (ignoring the CGI Daleks, of course).

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