There's a brand which makes the most sought after and stylish laptops and mobiles that the world has ever seen. Each new digital wonder it brings to market is a phenomenon. I guess you noticed, right?
When the digital phenomenon goes on sale for the first time, just about everyone wants to buy one. So much so that their shops are overwhelmed with raving fans pushing money into the till. That happens because the product launch team have done some very careful strategising and in the process have put together a compelling offer.
Here's an outline of what's involved...
It all starts about 31 days before product goes on sale, when the rumor mill is stimulated by some subtly placed leaks to 'reliable' sources. These are of course denied by senior company officials. However, once you pour fuel on a fire it is hard to put out. Finally under mounting pressure from the media and pro bloggers, the CEO plays it straight for once and confirms that they will launch a new life changing product but he can't say more for the moment.
This stokes up the fires of desire amongst raving fans who follow the company and its world famous CEO as if it was a rock band. Leaks now are drip fed to the hungry crowd. As excitement build and builds, the rumor mill moves into overdrive as questions multiply about gizmo's features, price, design and release date. You just have to look at Twitter, Facebook and an army of blogs to know that the market is waiting with baited breath for each new snippet of info.
At one minute to midnight, a series of images are released which burn through the online community like an uncontrollable bush fire. Everyone is raving about the design and speculation about the price reaches fever pitch.
The product launch strategy is achieving sparkling results...
It seems that everyone who is anyone is talking about this enthralling product, even your friends. You start tweeting about it too when you discover a 'secret' cut-the-line link. No more waiting in line for you and instant cred for you for telling your mates.
Then the CEO says that we have a one hour window to buy before the shopping cart opens to the whole world. The CEO says that supply of the product is strictly limited. They just cannot make enough to sate the apparent demand. Those who want to buy better do so quickly.
You stay up all night waiting for that precious cut-the-line link. It arrives. Click. You're in. You don't even read the sales letter. You go straight to the 'Buy Now' button. Yes. You've got one... Success
The CEO is obviously a product launch supremo. He's done launches before so this one will make him richer still.
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