Harry Potter and the Winning Marketing Strategy

I solemnly swear I am up to no good … A fab phrase for activating a magical, omniscient map … not so great if you’re talking about your marketing. Here’s the deal: I’m FINALLY going to the Wizarding World of Harry Potter this week! That means I’ve got my mind on Harry Potter and Harry Potter on my mind. (“But Dani,” says everyone who has ever met me, “That’s just like, business as usual for you.” “Fight me,” I say.) Anyway, to commemorate the occasion, I thought I’d spin a little Harry into my post this week. Those of us who grew up with the series are always eager to tell anyone who will listen about the impact it had on our lives, about the imagination it inspired and the lessons it taught. But did you know that Harry Potter can even teach us a thing or two about our marketing campaigns? Here are some of the key takeaways we can learn from the Hogwarts School of Marketing and Advertising. (PS, I need to give a shoutout to colleague and fellow HP-phile Alexis Henderson for helping me compile this list.) Whether it’s direct mail or email, don’t flood the mailbox. Good copy is key. The right words in the right order can make the feather float. [caption id="attachment_57962" align="aligncenter" width="324"] We've all been there, Ron.[/caption] Experiment! Not every idea will be a winner … … but eventually you will cough up the gold. If you’re really stuck, though, there’s no shame in turning back to tried and true methods After all, one reader’s old sock could be another reader’s treasure. Make sure your piece isn't a howler! [caption id="attachment_57968" align="aligncenter" width="353"] Be enthusiastic, be passionate, but your audience doesn’t want to be yelled at.[/caption] Some goals call for a major rebrand — embrace it! And once you’ve rolled out the rebrand, yell it from the rooftops — recognition is key. [caption id="attachment_57974" align="aligncenter" width="373"] Hey, Say what you will about his morals, but your brand game’s got to be on point to successfully go by “You-Know-Who.”[/caption] Think outside the box — you might just see what no one else has. Don't shy away from a little humor either :) [caption id="attachment_57970" align="aligncenter" width="286"] (These guys built their business on it!)[/caption] Something about the creative not working? Try a bold design change. Personalization is a powerful tool ... but don't take it too far. NEVER underestimate the importance of tracking! Stay fascinated, keep asking questions, keep looking for the next great tool! Finally, perhaps most importantly ... you don't get rid of the Banding Banshee by smiling at her. [caption id="attachment_57957" align="aligncenter" width="301"] There's probably a marketing lesson in here about making sure your piece is as substantial as it is eye-catching. I really just wanted to use this quote.[/caption] With that, I trust you'll all go off and make magic with your mailings and potions with your prestitials! I'm off to Hogwarts and hope you have a very Harry Labor Day as well! Mischief Marketing Managed.

Copywriting

Harry Potter and the Winning Marketing Strategy

Danielle Cantor

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Danielle Cantor