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!
Scarcity can create such great viral marketing, it maybe something to consider….