The brands success stems from the captivating harry potter movies as well as the marketing strategy deployed by the marketing. The 50 best marketing books of all time best marketing. A good product clever marketing and savvy business practices can only sell a bad product to a limited extent. Printing hundreds often thousands of copies of each book demands a serious inve. Twenty years of harry potter marked with yearlong campaign. It is now 2017 and the demand for harry potter products have not waned. While fans of the potter franchise will have been familiar with midnight book queues back in 2007, the frenzy is all the more remarkable in 2016 for the fact that the plot has been available. Through her online presence, jk rowling maintains interest in her brand. What was the original intended audience for the harry potter.
Creating a book marketing and publicity plan is necessary for all authors, whether your publisher is a traditional house or youre trying to selfpublish. Alle wells writes southern fiction set in specific time periods. Marketing case study chamber of secrets harry potter notes. Rowling has been at the heart of the brand, ensuring that the marketing and business behind harry potter remains true to.
Harry potter, marketing magician business the guardian. Anything that explicitly delineates powers or specific applications is likely to. What potter fan wouldnt want to answer a rowlingdevised. Harry potter is about to upend the publishing business in a. Theres the oftcited statistic that x number of all new restaurants that open are closed within a year and similar figures can likely be found for any category of business or other venture. Its a harry potter book first, amicucci said, and a script book second. The campaign s web site, save harry potter, enables people to send an email urging j. So as the movie series comes to an end on friday, think about the marketing lessons that can be learned from harry potter. To successfully launch this book, it took a lot of planning and a whole lot of tactics. Bbc news business the magic of selling harry potter. The harry potter books are the bestselling books of all time. On wednesday, march 30, scholastic announced that j. This case harry potter, global marketing strategies focus on jk rowlings harry potter books had sold 270 million copies worldwide.
What was the original intended audience for the harry. Translating harry potter into yiddish isnt totally. How successful was the marketing campaign of harry potter. How content serialization can help your marketing campaign. Jul 18, 2005 the new harry potter book sold an astonishing 6. This simple yet innovative deployment immediately captured the publics. The magical harry potter brand partnerships infographic. This is no ordinary book, and the whole world seems to know it. Rowlings harry potter and the halfblood prince will break u. The spoon was magically moving in the cup on its own.
As weve discussed, harry potter didnt start out as a brand, but it became one as consumers experienced it, related to it, relied upon it and talked about it. Harry potter and the magic of marketing storyboard. Rowling, takes place in a world of the non magical muggles and. The harry potter way to higher profits 9 expose what was written and rubbed out.
Have an online book tour and plan a costeffective online campaign. 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 s slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In this blog, hollywood branded shares our infographic on the magical harry potter brand partnerships. I authored the library marketing toolkit facet publishing, 2012 this features 27 case studies from fantastic contributors around the world, including organisations like the new york public library, the british library, the national archive, university of cambridge, and jisc, and individuals like david lee king, aaron tay, terry kendrick and rosemary stamp. This year, 26 years after the idea of harry potter formed in j. Rowling, author of the harry potter books, to end the deal with cocacola and to donate the royalties she already has received to fund nutrition campaigns.
A scholastic spokesperson also denied that the novel was the eighth book in the harry potter series. The bus, used in the potter books to transport witches and wizards, began its journey june 1 in new york and will return for the deathly hallows launch july 21. I love the harry potter series but the twilight books are really good as well as the movie but the book is like the movie in your head, shes just really descriptive and is good at. The marketing magic behind harry potter entrepreneur. Harry potter and the halfblood prince agreement deadline friday. How to plan the best new product launch marketing campaign. Rowlings mind, the eighth book in the series people across the globe fell in love with was launched. Pottermore gives away jk rowlings marketing genius. Authors who set up some personal market tactics to execute, whether standalone efforts or those in tandem with their publisher, sell more copies. Harry potter fans on the internet initially speculated that the site might be part of an elaborate viral marketing campaign for an official continuation or spinoff of harry potter, one either written or at least approved by rowling herself. Finding just the right way is going to be a challenge. Aug 08, 2016 bloomsbury is set to celebrate 20 years of harry potter with a yearlong campaign, including special anniversary publishing and new projects with key partners. The 50 best marketing books of all time its never too late to make professional development a part of your everyday life and there is no better way to do that than to catch up on your reading either ereading or a good old fashioned physical book. Rowling, takes place in a world of the non magical muggles and the mystical world of wizards.
Design merchandise for your books like these harry potter tshirts and consider a targeted advertisement. With translations in 60 languages and a readership base in countries, the success of the harry potter books has been attributed to marketing strategies like word of mouth, public relation events and other promotional campaigns apart from rowlings narrative. The present case examines how the harry potter series of books led to the creation of a. Marketing and advertising is mystical as we still dont understand how it works. Harry potter fans cant stop joking about the creepy dobby lookalike in viral video. Marketing branding advertising lessons from the harry. Global campaign protests cocacolas use of harry potter. After all, this is a brand that changed the publishing world. Sep 29, 2012 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. This is an erudite marketing text, using harry potter as a vehicle for learning. This essay will examine the success of the marketing campaign throughout the media. With millions of copies sold around the world, the books defined the preteens years for the crop of millennials who are now entering the work force.
This marketing case study is one of the main reasons i created this website in the first place. A campaign for everyone as part of hyping the forthcoming deathly hallows, scholastic is sending the purple threedecker knight bus across the united states. Scholastic announces details of harry potter marketing. About the world of harry potter harry potter, developed from a series of 7 books by j. Brown is a professor of marketing and a harry potter fan. Are the harry potter books really just ordinary childrens stories which owe their surprising success to the quality of the stories as well as the unprecedented scale of their marketing campaign. With that in mind, id go with the lightest possible solution. The 10x marketing formula is a book written by our ceo, garrett moon. To support the titles july 16 release, scholastic also announced a multimillion dollar marketing campaign to begin april 7, marking. Harry potter and the deathly hallows part 2 posted on july, 2011 june 26, 2017 by chris thilk in marketing, marketing recap, movie marketing, social media theres always risk when you launch something new. Teaching descriptive scenes from harry potter and the. Harry potter and the deathly hallows, part 1 posted on november 16, 2010 june 26, 2017 by chris thilk in marketing, marketing recap, movie marketing, social media earlier this year i covered the campaign for shrek goes fourth, the fourth and reportedly final chapter in that saga.
The harry potter franchise is one of the most profitable franchises of all time and the film is the second highest grosser after titanic. There are a number of different ways to define magic as discussed in the harry potter books. Over 400 million copies of the harry potter books have been sold worldwide and translated into 67 languages, making rowling the first billionaire author. But can your content marketing strategy learn a valuable lesson from the harry potter phenomenon.
Rowling is a truly exceptional masterpiece that lived past the pages of the books and took different forms movies, action figures, theater plays, theme parks all of them supported by the loyal fan base. The harry potter way to higher profits tain into a chain of 22carat gold. Harry potter and the halfblood prince agreement deadline friday on wednesday, march 30, scholastic announced that j. What was the original intended audience for the harry potter books. Harry potter in advertising this is not advertising. The last harry potter book was published in 2007 and the last movie of the franchise was released in the summer of 2011.
Discusses how the harry potter brand grew to a global phenomenon and includes information from the book, harry potter. Harry potter fans cant stop joking about the creepy dobby. Playstation 3blue ray marani eyewear crisol bookstore harry potter at pvr cinema odel department store harry potter promotion promotion done at the department store odel, for the release of the new harry potter book. To support the titles july 16 release, scholastic also announced a multimillion dollar marketing campaign to begin april 7, marking the 100 day countdown to harry.
Harry potter is about to upend the publishing business in. If consumers expectations arent met, repeat purchases dwindle and wordofmouth marketing comes to a screeching halt. Translating harry potter into yiddish isnt totally meshugge despite the many obstacles, a quixotic publishing feat has generated some magic of its own. Jul 19, 2007 nobody anticipated the scale of the potter phenomenon when scholastics kris moran, director of publicity on the potter series since book one, was shepherding j. Jk rowlings first book harry potter and the philosophers stone was published in 1993. In effect, they make a textbook case for marketing. Total harry potter franchise revenue statistic brain. With translations in 60 languages and a readership base in countries, the success of the harry potter books has been attributed to marketing strategies like word of mouth, public relation events and other promotional campaigns apart from rowlings. It seems at first an unlikely combination, but soon becomes perfectly natural, because the books and marketing are inextricably intertwined. Mar 18, 2011 harry potter and the deathly hallows part 1. If you continue browsing the site, you agree to the use of cookies on this website. Your harry potter books could be worth a fortune new york post. Learning from the marketing genius behind the harry potter brand few book turn movies have had the widespread success of harry potter. It was october 1998, a year after the first potter book was published in the united kingdom.
Aug 04, 2016 harry potter is about to upend the publishing business in a whole new way. Harry potter, running a marketing campaign for a new book. Throughout the lifecycle of the harry potter product, j. The marketing campaign has helped the franchise to develop. See more ideas about student council posters, student council and student. Theyre rich with allegory and philosophy, and have more to reveal about marketing tactics and best practices than you may realize. At its core, the harry potter books were good and consistently met consumers. I love the harry potter series but the twilight books are really good as well as the movie but the book is like the movie in.
Harry potter is about to upend the publishing business in a whole new way. The story of the business and marketing of harry potter is a unique one. How successful was the marketing campaign of harry potter and. To share this descriptive work with the children is a great way to get them excited about literacy. Harry potter global marketing strategies marketing. The summer blockbuster series analyzes the social media campaigns behind major summer movie releases and runs each friday harry potter and the deathly hallows part 2, the final film in the uber. I wanted a place to show and store what information i was putting together on how a film franchise is put together for a multimovie series. Each book tells the story of one life and how society, beliefs, and culture shape the outcome of that life. A billion dollar marketing campaign across 7 books and 8 movies in a time span of what 15 years or so has been very carefully orchestrated to make the statement that used to be a fact harry potter was never intended specifically for children change to the question hey is it true harry potter wasnt meant for kids. Spot merchandising promotion teaser posters promotional campaign. The book launched in march 2018 and quickly rose to the amazon best seller list in multiple categories.
So tomorrow i have to have a poster due for high school officer elections, and i want to do something with harry potter. In this fascinating study, susan gunelius analyzes every aspect of the brand phenomenon that is harry potter. Harry potter, running a marketing campaign for a new book add remove this content was copied from view the original, and get the alreadycompleted solution here. Rowling first started to write the harry potter books, she knew exactly how the characters and story were going to develop. Jul 14, 2005 few could doubt the literary and marketing success that is the harry potter series from its relatively obscure origin with harry potter and the philosophers stone in 1997 to the global publishing event that will be the sixth book s launch at 0001 bst on saturday. Thd harry potter series and the hobbit are amazing novels that most children enjoy reading.
Aside from the actual books, which will continue to stretch the printing industrys capacity on at least three more occasions, the movie deal and its attendant tiein activity is certain to turn rowlings cash moun marketing for muggles. The brands success stems from the captivating harry potter movies as well as the marketing strategy deployed by the marketing team behind the brand. To share this descriptive work with the children is. Contact the leading book publicity agency for a free marketing consultation. Okay, lets forget age discrimination and be sensible. How to create a book marketing and publicity campaign.
Jun 25, 2005 harry potter, marketing magician global brand managers should copy the spell of jk rowlings young wizard, says john simmons. The books are more than purely entertaining fiction, however. By berit kjos, november 2005 for background information, see twelve reasons not to see harry potter movies. A billion dollar marketing campaign across 7 books and 8 movies in a time span of what 15 years or so has been very carefully orchestrated to make the statement that used to be a fact harry potter was never intended specifically for children change to the question hey is. The marketing campaign slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
1441 60 902 406 760 1477 43 913 521 269 89 1309 494 1341 939 895 259 543 93 177 309 998 1295 616 459 7 1065 1200 22 721 784 544 763 241 841 51 261