Most public relations (PR) specialists like to cry from the rooftops when about to come up with something new. Practically, this is their main opportunity to show what an efficient PR campaign can do. They are ready to give the press something consistent and worth the attention. With all these, it is a fact that the most successful achievements occur when you do things differently. So how about letting your audience wait for the final product?
Deciding whether or not it is worth letting your clients wait
The Harry Potter series had an amazing success. J. K. Rowling has become a multimillionaire overnight. The new volumes have brought in some amazing topics and subjects, while most publishing houses knew exactly how to provoke the readers. The PR campaign for the volume released in 2000 was astonishing. The volume was out on the market, but libraries were forbidden to sell it. Instead, they were allowed to display it in locked boxes. This is how a lot of rumours have hit the market. For example, some news claimed that 20 volumes were mistakenly sold in an anonymous supermarket. On a different note, a lot of news bulletins have given out pictures of secured vans while transporting the books. It was said that one volume has mistakenly reached to the news redaction of Scottish Daily Record too, while the journalists have returned it without even opening it.
In the end, the volume was officially released on July, 8-th, 2000. It is useless to mention that each library had hundreds or even thousands of people waiting in line. This is what I call an efficient way to keep your customers provoked.
How to keep your clients waiting without failing
It is very important to make the difference between waiting and failing. Provoking your clients and keeping them connected is often the aspect that makes the difference. So what should you do?
- Make sure that you can come up with something that will keep people interested. This idea is fairly acceptable when it comes to new products in a series – books, films, restaurant menus, vehicles and so on.
- Decide on a so called big day for the official launch, then focus on advertising for it.
- Limit the number of official products. You can limit the initial production or delivery to various resellers. This way, you have a pretty good chance to create an initial state of frenzy.