Prosperity TVBrilliant marketing indeed. Have you read Dan Kennedy's Marketing to the Affluent?
I came home from my softball game last Thursday to a nice surprise. And the best marketing execution you’ll see all month.
A few months ago, I pre-ordered the new J.K. Rowling book, “The Tales of Beedle the Bard.” Amazon was offering an exclusive collectors edition, so that sounded like fun.
On Thursday it was waiting for me. And what a complete mastery level course in marketing it provides…
Basically I had no idea what it was going to be, but ordered it because I had read and loved all of the Harry Potter series. And as you know, that series took Rowling from welfare to someone wealthier than anyone you know.
Of course the book is topping the bestsellers lists worldwide, proof that building a brand among consumers will keep them in the fold for a long time.
The pre-sell idea is always a hot one. Making a limited edition collectors version is another brilliant stroke. But then when it arrives, the brilliance just magnifies…
It comes in a special printed shipping box, advertising the book to every UPS employee, mailroom person and anyone that saw it. (Unless you send it as a gif, when it then is offered in a plain one.) Once you open the box, the book is enclosed in its own case disguised as a wizarding textbook found in the Hogwarts library.
Opening the case reveals a velvet bag embroidered with Rowling’s signature, in which sits the book itself, which has a metal skull, corners, and clasp; replica gemstones; and emerald ribbon. It also comes with a set of 10 ready-for-framing prints of J.K. Rowling's illustrations from the book, enclosed in a velvet-lined pocket in the lid of the outer case.
The book itself is a collection of five fairy tales, prefaced by a copy of Rowlings original handwritten introduction. Even better, you discover that the tales were translated by runes by Hermione Granger, and include commentary of each by none other than Professor Albus Dumbledore, which were “discovered among the many papers which Dumbledore left in his will to the Hogwarts Archives." So even though the Potter sage has ended, Rowling still milks the coattails of it, bringing yet more delight to her legions of followers.
The whole package probably costs less than ten bucks to make, yet it sells for $100 and people are snapping them up like hotcakes. Even better, the net proceeds are all being donated to the charity Rowling started for vulnerable children.
Why not order one as a special holiday present for someone you know? Then ask yourself how many of these marketing lessons you can apply in your own business!
Speaking of legions of loyal followers, I see the Facebook fan page my publisher set up cracked the 100 fan mark. Only need another 4 million or so to catch up to Rafael Nadal! Check it out here.
Have a prosperous day,
-RG
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Brilliant marketing indeed. Have you read Dan Kennedy's Marketing to the Affluent?
Boy Randy your description sure makes me green with envy, I brought my copy from the store and just got a plain old book. Must say though I loved it just the same. I am wondering how to apply this type of marketing to my books and crystals which unfortunately do not have as wide a ranging appeal as J.K. Rowlings books do, but still I am going to work something out.
Have a Merry Christmas and Happy New Year and I look forward to seeing you at the Gold Coast Australia in Feb 2009
Love and Light
Colleen The Crystal Dragon
Thanks for the great Hannukah idea!!!
Jeanne
I think this collector's item is like going back in time to your childhood when opening presents was that exciting!
Speaking of which, I rented the Disney movie The Bridge of Terabithia which I found to help us learn to keep our mind open to creativity. Anyone who needs to continue opening their mind tp prosperity, should really see this fantasy movie for children but like Harry Potter, is great for adults.
Andy by-the-way, the message was the rich benefit happiness while the poor struggle with dysfunction. Very Interesting -- not to mention refreshing indeed!! One of the theme's was, "The best prize that life can offer is to work hard at work worth doing," - Teddy Roosevelt
Hi Randy...I totally agree. I ordered one and was completly wowed when it arrived. I felt like a child with a treasure chest.
be well
Angie
Just one thing get your publisher to set up a page on my space...Its way better in lots of ways. The music for one is amazing...
Angie
http://www.myspace.com/arranst
I do have a page on My Space at:
http://home.myspace.com/index.cfm?fuseaction=user
I'll check if they do fan pages like Facebook.
Thanks, RG
Here's a video of what the packaging, book, etc. looks like.
http://www.youtube.com/watch?v=QbyQ04HYmCs
I think Randy might be a little low when he estimates the whole thing probably cost $10 to produce....it's pretty nice and, even at a high volume, I can't imagine it cost less than $40 in production costs but he might be right.
I think the best part was that the collectible edition of the book is completely driven by the fact that it's an exact replica of the original book that sold at auction for nearly $4,000,000.
When faced with the question of whether to buy the book for <$20...or buy one that looks exactly like the original for $100....who wouldn't want the collectible? 🙂
Great book
Great post Randy, and I get the prosperity behind this.
Great youtube tony, thanks
Good Choice Tony...
I got my daughter the JK Rowlings book for Hannukkah. It didn't come in the same kind of shipping box Randy's came in, so I went online to see if they sent me the right thing. It turns out that Amazon is sold out now and other sources are selling the book for $299. and up (the last time I looked). Good old fashion supply and demand at work.
I was disappointed to not get the outside box:(
It's still cool present though.
Jeanne
Brilliant marketing indeed. Have you read Dan Kennedy's Marketing to the Affluent?
Boy Randy your description sure makes me green with envy, I brought my copy from the store and just got a plain old book. Must say though I loved it just the same. I am wondering how to apply this type of marketing to my books and crystals which unfortunately do not have as wide a ranging appeal as J.K. Rowlings books do, but still I am going to work something out.
Have a Merry Christmas and Happy New Year and I look forward to seeing you at the Gold Coast Australia in Feb 2009
Love and Light
Colleen The Crystal Dragon
Thanks for the great Hannukah idea!!!
Jeanne
I think this collector's item is like going back in time to your childhood when opening presents was that exciting!
Speaking of which, I rented the Disney movie The Bridge of Terabithia which I found to help us learn to keep our mind open to creativity. Anyone who needs to continue opening their mind tp prosperity, should really see this fantasy movie for children but like Harry Potter, is great for adults.
Andy by-the-way, the message was the rich benefit happiness while the poor struggle with dysfunction. Very Interesting -- not to mention refreshing indeed!! One of the theme's was, "The best prize that life can offer is to work hard at work worth doing," - Teddy Roosevelt
Hi Randy...I totally agree. I ordered one and was completly wowed when it arrived. I felt like a child with a treasure chest.
be well
Angie
Just one thing get your publisher to set up a page on my space...Its way better in lots of ways. The music for one is amazing...
Angie
http://www.myspace.com/arranst
I do have a page on My Space at:
http://home.myspace.com/index.cfm?fuseaction=user
I'll check if they do fan pages like Facebook.
Thanks, RG
Here's a video of what the packaging, book, etc. looks like.
http://www.youtube.com/watch?v=QbyQ04HYmCs
I think Randy might be a little low when he estimates the whole thing probably cost $10 to produce....it's pretty nice and, even at a high volume, I can't imagine it cost less than $40 in production costs but he might be right.
I think the best part was that the collectible edition of the book is completely driven by the fact that it's an exact replica of the original book that sold at auction for nearly $4,000,000.
When faced with the question of whether to buy the book for <$20...or buy one that looks exactly like the original for $100....who wouldn't want the collectible? 🙂
Great book
Great post Randy, and I get the prosperity behind this.
Great youtube tony, thanks
Good Choice Tony...
I got my daughter the JK Rowlings book for Hannukkah. It didn't come in the same kind of shipping box Randy's came in, so I went online to see if they sent me the right thing. It turns out that Amazon is sold out now and other sources are selling the book for $299. and up (the last time I looked). Good old fashion supply and demand at work.
I was disappointed to not get the outside box:(
It's still cool present though.
Jeanne