Harry Potter: The Story of a Global Business Phenomenon

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

Heard about Harry Potter from… ,[object Object],[object Object],[object Object],[object Object],[object Object],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

How Did the Value of the Harry Potter Brand Get Here?

The Secrets to Harry Potter Success ,[object Object],[object Object],[object Object],[object Object],[object Object]

Harry Potter is a good product. ,[object Object],[object Object]

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. ,[object Object],[object Object],[object Object]

3 Ss of Consumer Emotional Involvement ,[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],[object Object],[object Object]

Relationship brands are powerful.

People look for new ways to experience and share the brand.

People start talking about the brands they love. ,[object Object],[object Object],[object Object]

Word-of-mouth marketing and the online buzz begins and grows.

CAUTION Internet + Harry Potter =

Timing is everything. ,[object Object],[object Object],[object Object],[object Object]

Kudos to J.K. Rowling and Scholastic ,[object Object]

The Proof ,[object Object],[object Object],[object Object]

No one could escape Harry Potter.

Early marketing of Harry Potter followed typical publisher model. ,[object Object],[object Object],[object Object]

There’s marketing gold in those books! ,[object Object],[object Object],[object Object],Tease and perpetual marketing began

Pull marketing was the catalyst. ,[object Object],[object Object],[object Object]

Marketing team sees the opportunity and takes it. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

We want Potter! We want Potter! ,[object Object],[object Object],[object Object]

Exercise Brand Consistency and Restraint ,[object Object],[object Object],[object Object],[object Object],[object Object]

What can we learn from Harry Potter?

Consumers made Harry Potter a global phenomenon.

Can Harry Potter’s success be duplicated?

Problem in Duplicating Harry Potter’s Success ,[object Object]

Marketing Strategies for Harry Potter Successors ,[object Object],[object Object]

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. ,[object Object],[object Object],[object Object]

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

Harry Potter: The Story of a Global Business Phenomenon

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Harry Potter: The Story of a Global Business Phenomenon