By Mo Yusuff Don’t know about you but when I do something for someone and I don’t get a...
18th August 2016
By Mo Yusuff
A dazzling display of brilliant marketing was performed in front of the whole world back in 2014 and dozens – if not hundreds of companies – had a bumper couple of months because of it.
It was a complete Masterclass enacted in front of our eyes which included all the ingredients for success:
Have you guessed yet?
Hint: People started queuing outside a well-known store in Regent Street, London, a whole nine days before this product actually went on sale.
You got it now?
If you haven’t here’s another hint: Queues Outside A London Store.
Apple, my favourite company, launched the new iPhone 6 and iPhone 6 plus and the reason why people were driven into a frenzy is all to do with brilliant marketing.
First off, they confirmed there would be a new iPhone but they didn’t say when. The whole launch of the new product was shrouded in secrecy (everyone wanted to know the answer to a secret) so it created huge interest.
Second, the hype continued with hints about when and where you could buy, and even the mobile phone service providers were in on it and wouldn’t confirm when they’d have any.
Finally, the most powerful power of persuasion kicks in: Scarcity.
Even when the new phone went on sale, Apple deliberately “rationed” supply, so stocks lasted just a few hours and then suspended deliveries for a few days just to keep the demand soaring (if you think you couldn’t have something, you wanted it even more).
It may seem strange for a company to deliberately hold back on stock that people are desperate to buy and you certainly need balls of steel to pull this off, but Apple does it so exceptionally well and it helps to explain why they were the biggest company in the world.
Now, I’m not quite as bold as Apple so if you need something urgently, I promise not to stockpile huge quantities of desperately needed promotional products to make you want them even more.
Having said that, there are situations where popular promotional products are in short supply so if you have something coming up and would like a bit of help and advice, don’t leave it until the last minute.