Tie-In To Better Sales

When the last Harry Potter movie came out, decorative hardware manufacturer North River Mint promoted to their house list of customers a cabinet pull of an owl. Their strategy: ride the film’s coattails, flying under the radar to avoid lawsuits. Not naming the product “HEDWIG” undoubtedly helped.

This week’s news: With the Barbie movie coming out July 21st, you can rent a real-life Malibu DreamHouse on AirBNB. Manager Ken promises "This life-size toy pink mansion is a dream come true!" 

Today I spotted Disney’s Halloween set at Costco. My initial revulsion at their selling Halloween items in early July was quickly replaced by recognition that Disney’s “Haunted Mansion” hits theaters July 28th. There was no indication of a tie-in, so I’m guessing Costco’s just getting ahead of the curve.

Using a movie launch’s visibility to promote ancillary sales is hardly new. Walt Disney used his movies and TV show to drive theme park traffic. Selling themed items (backpacks, shirts), licensed spin-offs and video games is a long-established tradition, as is promoting a movie’s sequel as the film you’re watching is ending.  

Given the size of the merchandising market ($80 billion for movies and TV in the US alone), it’s no surprise that unrelated businesses seek ways to benefit from the marketing budgets generated by the big kids.

This potentially spells growth opportunities for YOUR business. Because regardless of what you sell, there are probably similar waves for you to ride. As you debate tying in with existing or coming media, consider this:

1)      Movies and shows typically require years to develop. Check Rotten Tomatoes to learn what entertainment’s on the horizon, and see if a title or character grabs your attention.

2)      Most new products and services need months to strategize, organize, create and implement. You may be better off repackaging something you already sell to allow quick introduction to the market.

3)      Official character and title usage requires licensing, which can easily cost big bucks. If you’re unable or unwilling to cough up, use direct mail to focus exclusively on your house list, and minimize outside attention by not using social media.

The good news: there are crumbs falling off the table from big budget marketing, and you may be able to pick them up and benefit from it.

With that said, I wish you a week of profitable marketing.

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Find entertaining marketing at www.marketbuilding.com.

b2c marketing, branding, business/marketing plans, corporate messaging, direct marketing, publicity, research, sales promotion, social media, strategic planningRob WeinbergMBT Consultingask mister marketing, ask mr. marketing, harry potter, barbie movie, haunted mansion movie, disney, warner brothers, coast news, carlsbad rotary, carlsbad, carlsbad marketing consultant, carlsbad chamber of commerce, san diego union tribune, UT Community Press Newspapers, san diego union tribute, San Diego, san diego, san diego north chamber of commerce, san diego marketing consultant, poway marketing consultant, poway chamber of commerce, poway chieftain, rancho bernardo, rancho bernardo sunrise rotary, rancho bernardo news, rancho bernardo marketing consultant, mr. marketing, marketing, marketing advice, marketbuilding, marketbuilding team, marketing communications, marketing consultant, Marketing strategy, marketing plan, marketing strategy, mister marketing, b2c marketing, movie tie in, Sales, sales promotionComment