03
Mar
2009
Scarcity Creates Demand
Girl Scout Cookies.
They are only here once a year. People purchase cases of the things because they are scarce 11 months of the year.What a great way to create buzz, word of mouth marketing and PR.McDonald’s does the same thing with the McRib. There are fanatical followers of the McRib all across this country and they talk and talk and talk about it. Does your company have such loyal followers? If not, you should look into how to implement a strategy like that.
I have always said that Krispy Kreme ruined their business model by expanding their products into retail establishments. I remember when they opened the first Denver location. There were lines out the door day in and day out. People who actually got through the line and purchased donuts were treated like Charlie Bucket finding Willy Wonka’s golden ticket!! People talked about it, a lot! The demand for those donuts were through the roof!! In addition, the local media were constantly doing a story on the store. TV, radio, the newspaper. They were there everyday! You can’t pay for that much exposure!
They are only here once a year. People purchase cases of the things because they are scarce 11 months of the year.What a great way to create buzz, word of mouth marketing and PR.McDonald’s does the same thing with the McRib. There are fanatical followers of the McRib all across this country and they talk and talk and talk about it. Does your company have such loyal followers? If not, you should look into how to implement a strategy like that.
I have always said that Krispy Kreme ruined their business model by expanding their products into retail establishments. I remember when they opened the first Denver location. There were lines out the door day in and day out. People who actually got through the line and purchased donuts were treated like Charlie Bucket finding Willy Wonka’s golden ticket!! People talked about it, a lot! The demand for those donuts were through the roof!! In addition, the local media were constantly doing a story on the store. TV, radio, the newspaper. They were there everyday! You can’t pay for that much exposure!
Scarcity can create such great viral marketing, it maybe something to consider….
adam-oleary
Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.
2 comments
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Joe
March 5, 2009It’s definitely true what you say, but at the end of the day, you need to make money right? So I guess somewhere along the line there is a calculation where you trade off potentially losing some mind share (or viralness) but gain more people simply because you’re product is out there more?
drivers
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