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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The Queen has the cookies & it’s paying off.

Posted in Business, Selling by elephanthunters on August 26, 2009

Two of the greatest inventions on the planet are Dairy Queen Blizzards and Girl Scout Cookies.  In the month of August Dairy Queen has combined these two tempting vices into one cool treat.

This has been a brilliant marketing campaign for Dairy Queen.  I know this because my wife made me drive her 30 minutes across town just to get one of the highly acclaimed thin mint blizzards (I might have had a bite or two myself).  Do you know the last time we drove 30 minutes across town just to go to to go to Dairy Queen? Umm, Never.

The genius in this campaign is that Dairy Queen is now offering a product who’s brand has already been seared into the minds of every American alive.  In fact, consuming Girl Scout Cookies each year is arguably at the core of what it means to be an American in the first place.  If Dairy Queen was just offering a new style of hamburger with an extra piece of meat or a new special sauce for their chicken strips then no one would be talking about it.  No one would care.

We are in the process of deciding where our next EntreLeadership Master Series event will be held.  The brand that we choose for location matters a lot.  Places like Cancun, Atlantis, Hawaii & Vail have all been heavily marketed as great locations before we even started thinking about doing events.  It’s up to our team to figure out which location has been marketed the best in addition to accomidating our needs for the event.  It looks like Atlantis stands a good chance of being our thin mint cookie for the Spring of 2010.

How can you tap into the power of other brands that have already been marketed well?

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