Similarities between offline and online product launches...

2 replies
Hi,

I just thought I'd bring this up. Some of you 'gamers' out there will know that the new Call Of Duty 'Modern Warfare 2' game is out today. Lots of the stores were starting to sell the game at midnight (just gone) so me and a friend had a drive over to a local Asda store to pick up a copy (quite sad I know). We were expecting maybe a few people waiting to be there waiting to buy the game... but to my astonishment there were about 700 people!

After hearing that they only had X amount of copies in we decided to leave and try another store on the way home. This other store had 700 copies in and the queue wasn't as bad but it was still quite big. Thankfully it went down and we got served within about 30 minutes.

Now I know this game is meant to be the biggest anticipated game of the decade but if you think about how many copies will be sold within hours of its launch, not ONLY around the UK but the whole world, think how much money will be generated. Absolutely thousands and thousands of copies within 24hrs.

My question is, how different is the concept of marketing a product online compared to offline?

When you think about it, it all boils down to the following: The previous product being good (Call Of Duty 4), media and press, and pre-launch hype. In essense, the process is near enough the same as marketing a product online. You create a product... you create hype and promote it's benefits... you promote it through various channels... you get other people to promote it via their channels... you have a launch date... then if you get ALL those right you sell sell sell.

It just goes to show that if you have a decent name, create good products and can reach a vast amount of people within your niche, you CAN make a LOT of money. There isn't any rocket science to it... just a sequence of check boxes that you need to tick.
#launches #offline #online #product #similarities
  • Profile picture of the author AndrewHansen
    Don't be embarrassed mate, I did the same thing last year for the release of GTA4 for PS3 :$

    I think there's a LOT to be learned from their launch and buzz marketing strategies.

    Things like giving early release copies to all the "talkers" in the industry like the big game review sites, releasing tonnes of in game footage, previews, teasers etc... it's all killer stuff for us marketers to take a lesson from.

    Thanks for sharing dude.

    Andrew
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    • Profile picture of the author AndyBlackSEO
      Originally Posted by AndrewHansen View Post

      Don't be embarrassed mate, I did the same thing last year for the release of GTA4 for PS3 :$

      I think there's a LOT to be learned from their launch and buzz marketing strategies.

      Things like giving early release copies to all the "talkers" in the industry like the big game review sites, releasing tonnes of in game footage, previews, teasers etc... it's all killer stuff for us marketers to take a lesson from.

      Thanks for sharing dude.

      Andrew
      Thanks Andrew. What's really funny though is that my brother just casually walked into a local 'Tesco' store this morning on the way to the office and picked up 2 copies... there wasn't any queue at all. Haha! Typical ain't it. He's sat next to me now fresh as a daisy and I've got bloodshot eyes.

      You're right though, If you research the marketing tactics used we could learn alot. These guys spend millions on their marketing structure. The teaser videos (similar with movies) is really just the same tactic as what we IM's use. If we have an app or a product we create a short video highlighting what the product can do and then distribute it through various channels to create a 'buzz' or 'desire' for the product.
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