How to create a Frenzy of Demand…

Isn’t that what we all want? Customers knocking down the door to buy from us? But how do we get from where we are now, to where we want to be?

Have you watched the movie Charlie and the Chocolate Factory? It’s the remake of Willy Wonka and the Chocolate Factory. In the 2005 edition, they create a fabulous example of creating a frenzy. Not that they don’t have a frenzy of people buying chocolate in the first edition, it’s just that in the latter movie, they build up the hype more similar to today’s great marketers.

So what do they do to create the frenzy? First, you have to set the environment up for it. Willy Wonka has a great product, the best chocolate in the world. People already love and desire the product. Second, he has created mystique around the factory as no one ever goes in or goes out. Third, he creates a contest, people love to have a challenge and the opportunity to compete. He has placed golden tickets in selected chocolate bars and the people have to find them. Fourth, he makes a desirable opportunity available in limited supply. He uses scarcity to to increase the desire to win. There are only 5 tickets and the 5 lucky winners (everyone wants to feel lucky) will get the exclusive opportunity (note the use of exclusivity) to tour the chocolate factory. This is an opportunity that no one has had for many, many years. And finally, the press and publicity around the event, and the highlight of each winner adds social proof and validation that this is an important event which increases the desire of others to participate.

I’ve been studying information marketers and have found these techniques to be used quite frequently by them to create a frenzy of demand for their products and services. Where else do you see these techniques being applied? How can you apply them to your business?