Marketing Harry Potter
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Marketing Harry Potter

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Marketing Harry Potter presentation delivered to the Wilson Dow sales and marketing team on June 14, 2012 at the Wizarding World of Harry Potter in Universal Studios, Orlando, Florida. Discusses......

Marketing Harry Potter presentation delivered to the Wilson Dow sales and marketing team on June 14, 2012 at the Wizarding World of Harry Potter in Universal Studios, Orlando, Florida. Discusses how the Harry Potter brand grew to a global phenomenon and includes information from the book, "Harry Potter: The Story of a Global Business Phenomenon" available through Amazon and all book stores.

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  • 1. Marketing Harry PotterSusan GuneliusPresident & CEO June 14, 2012KeySplash Creative, Inc. Universal Studioswww.keysplashcreative.com Orlando, FL
  • 2. How Many of you Have heard of Harry Potter?www.keysplashcreative.com 2
  • 3. How Many of you Heard of Harry Potter from… • A friend, • A colleague, • A family member, • A stranger, • Or by any other source other than an ad or marketing effort?www.keysplashcreative.com 3
  • 4. tHat tells us… Harry Potter grew to be a global phenomenon through word-of-mouth marketing by consumers.www.keysplashcreative.com 4
  • 5. Harry Potter Brand evolution
  • 6. tHe Boy wHo lived It all started with a train ride…www.keysplashcreative.com 6
  • 7. add a few dasHes of serendiPity ry ra t ite en i d e a l ag isHer u.s. PuBlwww.keysplashcreative.com 7
  • 8. dasH #1: tHe idea “The purest • 1990: 24-year old Joanne stroke of Rowling imagines Harry Potter inspiration I’ve ever had in my out of thin air. life.” - J.K. Rowling • 1995: Destitute single-mother completes the final draft of the first Harry Potter book. • 1996: Rowling visits the library to get publisher addresses. She submits Harry Potter to one and is rejected. The second accepts.www.keysplashcreative.com 8
  • 9. dasH #2: tHe literary agent • Early 1996: Byrony Evans of the Christopher Little Agency notices Rowling’s submission. • Late 1996: After 12 publisher rejections, Barry Cunningham of Bloomsbury accepts Harry Potter and the Philosopher’s Stone. • 1997:Joanne becomes J.K. Rowling. 500 copies published for $6,500 advance.www.keysplashcreative.com 9
  • 10. dasH #3: tHe u.s. PuBlisHer • 1997: Arthur Levine of Scholastic stumbles on the first Harry Potter book. Pays $105,000 advance for U.S. publishing rights. • Late 1997: 70,000 copies of the book sold in Great Britain ($7,500 to Rowling). • July 1998: Harry Potter and the Chamber of Secrets debuts in Great Britain at #1. • August 1998: Book 1 released in U.S. as Harry Potter and the Sorcerer’s Stone. • Late 1998: 190,000 copies sold in U.S.www.keysplashcreative.com 10
  • 11. sales keeP going uP • July 1999: Scholastic release second book in U.S. and third book, Harry Potter and the Prisoner of Azkaban, released in Great Britain (sold more than 60,000 copies in first three days). • September 1999: Third book released in U.S. • Late 1999: Harry Potter books are worldwide bestsellers with nearly 30 million copies in print in 27 languages. Rowling receives first royalty check over $1 million.www.keysplashcreative.com 11
  • 12. Movie studies CoMe Calling • 1998-1999: Movie studios pitch Rowling who refuses offers from several studios. Warner Brothers agrees to meet her requirements and movie and merchandising contract signed for $1 million. • July 8, 2000: Fourth book, Harry Potter and the Goblet of Fire, released around the world at midnight. • November 2001: First movie opens.www.keysplashcreative.com 12
  • 13. tHere’s no stoPPing Harry Potter • November 2002: Second movie debuts. • June 2003: At midnight around the world, book five, Harry Potter and the Order of the Phoenix, launches. • Early 2004: Rowling launches website at jkrowling.com. • June 2004: Third movie debuts.www.keysplashcreative.com 13
  • 14. deMand Continues to rise • July 2005: At midnight around the world, book six, Harry Potter and the Half Blood Prince, launches. • November 2005: Fourth movie debuts. • May 2007: Wizarding World of Harry Potter announced. • July 2007: Fifth movie debuts.www.keysplashcreative.com 14
  • 15. keePing tHe Brand alive • November 2008: Sixth movie debuts. • 2009: Wizarding World of Harry Potter opens. • 2010: Seventh movie debuts. • 2011: Eighth movie debuts. • 2012: Pottermore launches.www.keysplashcreative.com 15
  • 16. Harry Potter Books By tHe nuMBers – u.s. only Book Date First Print Amazon / B&N First 24-hour Run Pre-orders Sales 1 1998 50,000 n/a Unknown 2 1999 250,000 n/a Unknown 3 1999 500,000 n/a Unknown 4 2000 3.8 million 760,000 1.0 million 5 2003 8.5 million 1.4 million 5.0 million 6 2005 10.8 million 1.5 million 6.9 million 7 2007 12 million 2.2 million 8.3 millionwww.keysplashcreative.com 16
  • 17. tHe Brand tHat lived “I could not possibly have had the expectation that we’d be printing 12 million copies for one book. That’s “There is no beyond anyone’s experience. I would financial reward in have had to be literally insane.” children’s books.” - Arthur Levine - Barry Cunninghamwww.keysplashcreative.com 17
  • 18. seleCted Harry Potter advertising sPending • Source: Nielsen, July 2000 news release  Book advertising = $3.5 million  Movie advertising = $142.7 million  DVD/video advertising = $68.5 million  Merchandise/cross-promotion advertising = $54 millionwww.keysplashcreative.com 18
  • 19. Harry Potter BrandlifeCyCle ManageMent
  • 20. 1. ConsuMers Build Brands • Emotional involvement • Relationship brands • Branded Experiences • Consumer control, not company control Lead to Brand Loyalty, Brand Advocacy, and Word-of-Mouth Marketingwww.keysplashcreative.com 20
  • 21. 2. word-of-MoutH Marketing • Start with a good product and a brand story to tell. • Don’t give it all away. • Add a viral component. • Allow a sense of community. • Join the conversation.www.keysplashcreative.com 21
  • 22. fans take Control & Make Harry Potter tHeir ownwww.keysplashcreative.com 22
  • 23. 3. soCial Media • Fans sites, fan fiction, fan art, fan blogs, etc. • Scholastic and Rowling originally sent cease and desist letters. • Recognize and embrace influencers and advocates.www.keysplashcreative.com 23
  • 24. eMBraCe influenCersWith 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.And within just 24 hours 350 million people around the world heard the news.All by telling just 7 people.www.keysplashcreative.com 24
  • 25. 4. PerPetual & tease Marketing • Heighten the online buzz and word-of-mouth  “Watch this space” hooks online  Countdown clocks online and in stores  Midnight release parties and embargoed book deliveries  Movie details released in bits and pieces  Casting information  Set stills  Storyboards  Limited appearances by J.K. Rowlingwww.keysplashcreative.com 25
  • 26. 5. integrated Marketing • Unify efforts through consistent communications and messaging. • Surround consumers with branded experiences so they can self-select how they want to interact with or experience the brand.  Times Square Jumbotron ads  Knight Bus in London  The Apprentice  Contests  Artificial supply limitations led to massive pre-orders  Price discounting, product tie-ins, and promotional discounts at store level for differentiationwww.keysplashcreative.com 26
  • 27. PeoPle look for new ways to exPerienCe and sHare tHe Brand.www.keysplashcreative.com 27
  • 28. Pull Marketing as tHe Catalyst. • Customer demand drives sales, not marketing tactics. • Harry Potter fans demanded more and more and more! • Social media offers a place to listen to consumer demands.www.keysplashcreative.com 28
  • 29. 6. Brand ConsistenCy and restraint • All brand touch points must communicate consistent brand message, image and promise. • J.K. Rowling as brand guardian and brand champion • 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 strategieswww.keysplashcreative.com 29
  • 30. Potter, Potter everywHere!www.keysplashcreative.com 30
  • 31. ConsuMers Made Harry Potter a gloBal PHenoMenon.www.keysplashcreative.com 31
  • 32. Maintaining tHe Harry Potter Brand
  • 33. extending tHe Brand in tHe future • Pottermore  Content creation and curation  Crowdsourcing  Community developmentwww.keysplashcreative.com 33
  • 34. Content Creation & Curation • Little new content required for Pottermore to create virtual world. • Doors open to create new content online and offline by J.K. Rowling, experts, celebrities, and so on.  Examples: Financial sites, Web MD, Baby Center, AARP • Content feeds integrated marketing. • Curate and syndicate content from multiple sources like media sites do.  The Daily Beast built its business from curation. Bloomberg uses Acquire Media for syndication.www.keysplashcreative.com 34
  • 35. CrowdsourCing • Not all content needs to be created by the brand or company.  Benchmark American Express OPEN Forum, The Huffington Post. • Crowdsource for Pinterest, Facebook, and more contentwww.keysplashcreative.com 35
  • 36. CoMMunity develoPMent • Communities used to exist on fan sites and at fan events. • Pottermore puts some control back in the hands of the brand by bringing community to branded destination. • Focus on growing relationships and emotional involvement through the Pottermore online community and beyond.www.keysplashcreative.com 36
  • 37. PotterMore’s first 14 days • Pottermore launched with content for the first book only and limited interactivity with a tease of more to come. • First two weeks after Pottermore launched:  22 million visits  7 million unique visitors  1 billion page impressions  Average visitor viewed 47 pages  Average visitor spent 25 minutes on the site  5 million people registered  250,000 registered members had been sorted into Hogwarts houses.www.keysplashcreative.com 37
  • 38. wHat’s next for Harry Potter? • Only J.K. Rowling knows what she’s willing to allow for the Harry Potter brand. • Consumers still want more from the brand. • Confirmed brand extensions for the future include:  Wizarding World of Harry Potter expansion in Florida coming soon!  Wizarding World of Harry Potter brought 68% increase in attendance to Universal Orlando during first two years.  Wizarding World of Harry Potter going to other Universal locations like Japan and Los Angeles.www.keysplashcreative.com 38
  • 39. tHe Brand tHat lived As long as brand extensions continue to meet consumer expectations based on the brand promise (and J.K. Rowling will make sure they do) Harry Potter will be the brand that lived for many years towww.keysplashcreative.com 39
  • 40. now go get aFrozen Butter Beer or Pumpkin Juice www.keysplashcreative.com 40
  • 41. find Me onlineTwitter:www.Twitter.com/susangunelius Books by Susan GuneliusFacebook:www.Facebook.com/susanguneliuswww.Facebook.com/keysplashcreativeLinkedIn: Awww.Linkedin.com/in/susanguneliusEmail:susan@keysplashcreative.com Also Available Now: The Complete Idiot’s Guide to LinkedIn Coming in 2012: Blogging All-in-One for Dummies, Second Editionwww.keysplashcreative.com 41