Daniel Tardy: License To Sell

Sell the launch

Posted in Business, Selling by elephanthunters on March 22, 2010

Most amateur product life cycles look like this:

Apple, Hollywood and Ticket Master do it different:

  • The iPad doesn’t come out until April 3rd, 2010, but a Google search on ‘iPad’ currently returns over 35 million results.  I’m pre-ordering mine this week.
  • The Gulliver’s Travels film will come to theaters on December 22, 2010.  (You could have a baby between now and then).  Marketing campaigns are already rolling out for this film.
  • George Strait & Reba are coming to Nashville, TN on April 28th.  I’ve heard commercials for weeks promoting the event? Nope.  Promoting the ‘Tickets go on sale’ date: Sat, 03/20/10 at precisely 10:00 AM CDT.

Emotion Creates Motion

Many organizations like these are learning to create an event around the product launch.  Events allow marketers to rally their campaigns around two key motivators in human behaviour:

  1. A sense of urgency
  2. A fear of loss

Sales are the natural next step when marketing causes one of these emotions to be stirred up in the mind of the consumer.


  • You can’t market the launch if you don’t have a date
  • You can’t set a date without a product (or at least a product development time line) in place
  • Good products don’t happen without market research

What if you don’t have events?

But Daniel…

I’m in retail.

We just service HVAC units.

My business is different because we’re just consultants.

I recommend brainstorming ways to incorporate events into your business model.  They are the only thing left that customers can miss out on.

Sales, Specials, VIP days, Open Houses, Company Picnics, Birthdays, Anniversaries, Holidays, April 15th :-(, Grand Opening, Try our new __________ day, Marathons…

These are all events.

How can you weave them into the marketing fabric of your brand?

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4 Responses

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  1. Maurilio Amorim said, on March 22, 2010 at 4:43 pm

    Great post. I once read about a hairdresser that setup shop in Nashville and started booking his appointments a month in advance. He didn’t have any clients or was well known, but the word got out that this new guy was in high demand with appointments a month in advance of the salon opening. In short time he was truly booked for a solid month.

    But no matter how great your marketing is, your product has to deliver, i.e. iPhone and now iPad, or it will only work once.

    • elephanthunters said, on March 22, 2010 at 10:12 pm

      Wow, that’s a great technique. It really is all about perception.

      Great point on the quality of deliver!

  2. Henry Brown said, on March 23, 2010 at 12:14 pm

    Thanks for the post, Daniel. Some things I really need to think about before launching my Volunteer U membership.

  3. chrismefford said, on March 25, 2010 at 2:10 pm

    Excellent post. It’s so typical that companies are always trying to tell us what we like instead of asking. It should come as no surprise that they fail to launch the product properly as well.


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