How to create a Frenzy of Demand

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?

About Debra Zimmer

After 25 years of growing entrepreneurial businesses at companies such as Microsoft, where she attracted 700,000 members into an online community in 18 months and then grew a second one to 250,000 members in 10 months, Debra Zimmer then struck out on her own to grow an online retail store to 6-figures of income and put it on AUTOPILOT for 3 years. With an engineering degree and an MBA from Columbia Business School, Debra is the undisputed expert in helping experts, entrepreneurs and executives to focus their brilliance and magnify their impact using social media and internet marketing tactics.

Comments

  1. Vignesh says:

    HI,

    This is very good article which brought in to notice of people and Really Appreciate you, It’s Natural desire that every one eating chocolates but building the brand name with unique way of approach to create hype in the market, with out demand and supply rule.

    Creating the desire and capitalizing on the hype of product which made brand building as well, creating set of rules in the market, created Unique Image of product.

    It’s some simple and sweet but the company might have worked behind this to plan day night and exerted lot of efforts, hats-off.

    thanks for giving me the opportunity to ready and comment on such Article,I really once again convey my thanks to Debra – Blog owner,

    I request other part/vertical of job domain people to simplify the rules and looking in to core bottom of ethics to build in unique levels of marketing strategies can be learn out of this.

    thanks & Regards
    Vignesh
    email:vignesh.renikuntla@gmail.com
    Linkedin:http://bit.ly/99ueJa
    Twitter: touch4healing

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