Harry Potter: The Story of a Global Business Phenomenon
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Harry Potter: The Story of a Global Business Phenomenon



Presentation given by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the July 2009 Azkatraz Symposium (a Harry Potter Education Fanon Event) held in San Francisco, California. Based ...

Presentation given by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the July 2009 Azkatraz Symposium (a Harry Potter Education Fanon Event) held in San Francisco, California. Based on information from Susan's book, "Harry Potter: The Story of a Global Business Phenomenon", available through most online and offline book sellers. (www.keysplashcreative.com)



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Harry Potter: The Story of a Global Business Phenomenon Harry Potter: The Story of a Global Business Phenomenon Presentation Transcript

  • Harry Potter The Story of a Global Business Phenomenon By Susan Gunelius President & CEO KeySplash Creative, Inc. www.KeySplashCreative.com
  • Not another book about Harry Potter
  • How many of you…
  • Heard about Harry Potter from…
    • A friend,
    • A colleague,
    • A family member,
    • A stranger,
    • Or by any other person other than an ad or marketing effort?
    Have you read that new Harry Potter book?
  • That tells us one very important thing.
  • Harry Potter grew to be a global business phenomenon through WORD-OF-MOUTH MARKETING by CONSUMERS
  • But more about that later.
  • How Did the Value of the Harry Potter Brand Get Here?
  • The Secrets to Harry Potter Success
    • A good product
    • Emotional involvement
    • Word-of-mouth marketing and an online buzz
    • Tease and perpetual marketing
    • Brand consistency and restraint
  • Harry Potter is a good product.
    • Classic story of good vs. evil, awkward adolescence and friendship – We can all relate
    • Add magic, humor and suspense = recipe for success
  • A bad product won’t succeed. At least, not for long Ford Edsel
  • What’s the common denominator?
  • We’re emotionally involved in and connected to Harry Potter.
    • Emotionally involved customers protect a brand they care about.
    • They’re loyal to it.
    • They demand more from it.
  • 3 Ss of Consumer Emotional Involvement
    • S tability – consistent message
    • S ustainability – over time
    • S ecurity – comfort and peace-of-mind
  • Emotion and the Relationship Grow Over Time Good Product Bad Product Future Purchase Level of consumer emotion/feeling Positive Negative
  • A good product can evolve into a Cult Brand.
  • Until it becomes a true Relationship Brand
    • Relationship brands are built on experiences.
    • They often fill a void.
    • Consumers self-select how they want to interact with the brand by choosing from brand experiences.
    • Often those experiences are shared among groups.
  • Relationship brands are powerful.
  • People look for new ways to experience and share the brand.
  • People start talking about the brands they love.
    • Word-of-mouth marketing is powerful.
    • Loyal brand advocates are every brand manager’s dream.
    • Remember that Breck Shampoo commercial, “And she told two friends, and she told two friends, and so on, and so on, and …”
  • Word-of-mouth marketing and the online buzz begins and grows.
  • CAUTION Internet + Harry Potter =
  • Timing is everything.
    • Social web growing
    • Blogging
    • Online conversation
    • Word spread faster and wider
  • Kudos to J.K. Rowling and Scholastic
    • Recognized couldn’t stop online conversation so let it grow and drive brand to new heights of popularity
  • The Proof
    • W ith a multi-million dollar budget to spend as she pleased, Cindy Gordon of Universal Orlando Resort instead told just 7 people about the Wizarding World of Harry Potter .
    • A nd within just 24 hours 350 million people around the world heard the news .
    • A ll by telling just 7 people.
  • No one could escape Harry Potter.
  • But we want more!
  • Early marketing of Harry Potter followed typical publisher model.
    • Not until book sellers started telling customers about the new Harry Potter series that word started to spread.
    • Not until Arthur Levine of Scholastic bought U.S. rights to Harry Potter for unprecedented advance that buzz grew.
    • Press loved J.K. Rowling’s Cinderella story.
  • There’s marketing gold in those books!
    • 7-book, chronological series, virtually no story gap, same characters
    • Word of mouth marketing grew organically
    • Consumers demanded more
    Tease and perpetual marketing began
  • Pull marketing was the catalyst.
    • Customer demand drives sales, not marketing tactics.
    • Harry Potter fans demanded more and more and more!
    • Three year gap in waiting for a new product after release of first movie and fourth book in 2000 – 3 year gap until next book released.
  • Marketing team sees the opportunity and takes it.
    • Tease and perpetual marketing began.
    • Always something new to talk about.
    • Buzz never died.
    • One tactic fueled the next just as hype from one book fueled hype for next book, movie, etc.
    • Released information in bits and pieces (e.g., movie casting information, set stills, storyboards, “watch this space” hooks, etc.)
    • Storyline fed into tease and perpetual marketing strategies.
    • Always left fans wanting more.
  • We want Potter! We want Potter!
    • Book store parties
    • Shipping books wrapped in paper
    • Book store embargoes
  • Exercise Brand Consistency and Restraint
    • All brand touch points must communicate consistent brand message, image and promise.
    • J.K. Rowling acted as brand guardian protecting the brand
    • Brand restraint means not overextending the brand -- No Harry Potter on Happy Meals
    • Less merchandised than many other brands at time such as Shrek and Cars
    • Limiting brand extensions left fans wanting more and fed into pull marketing/tease and perpetual marketing strategies
  • Potter, Potter everywhere!
  • But don’t go too crazy!
  • What can we learn from Harry Potter?
  • Consumers made Harry Potter a global phenomenon.
  • Lesson 1
    • Don’t be afraid to let consumers take control, particularly on the social web.
  • Lesson 2
    • Allow consumers to become emotionally involved with your brand and develop relationships with it, which leads to brand loyalty and word-of-mouth marketing.
  • Lesson 3
    • Be consistent with your brand and exercise brand restraint in order to meet customer expectations and build loyalty further.
  • Can Harry Potter’s success be duplicated?
  • Yes!
    • Remember, I’m a marketer.
  • Problem in Duplicating Harry Potter’s Success
    • It would seem more manufactured and would carry less mystique.
  • Marketing Strategies for Harry Potter Successors
    • Market Follower: Differentiation – positioning as similar to Harry Potter but just far enough away and different enough to add new value to consumers.
    • Market Challenger: Reinventing the Category – Don’t imitate the market leader or pioneer brand. Instead, position product as completely different from Harry Potter by attacking leader’s weaknesses and tapping into unfulfilled needs. Strategy requires bigger investment.
  • How many of you have read Twilight?
  • What do you think? Can the success of Harry Potter be duplicated?
  • That leads to my final point. Thank God she’s almost done.
  • Consumers will make the next Harry Potter, not marketers.
    • Brand managers have to listen to consumers and deliver consistently to ensure the buzz about the brand continues.
    • Let consumers live the brand and make it their own.
    • Marketers must allow brands to grow and thrive at the hands of consumers with gentle pushes in the right direction along the way.
  • Read more in my book or contact me. Contact Susan Gunelius Website: www.KeySplashCreative.com Email: [email_address] Blog: www.KeySplashCreativeConversations.com Twitter: www.Twitter.com/susangunelius Facebook: www.Facebook.com/susangunelius LinkedIn: www.Linkedin.com/in/susangunelius