So, let's analyze what strategies this "myth" deserves to be respected:
First, pre-release: aperture effect
The so-called "aperture effect" is the psychological effect on other things after readers gain ubiquitous cognition through the media or other information. People get all kinds of product information through all kinds of information dissemination channels. The information in "Potter" explodes people's sensory organs in a three-dimensional way, and readers' choice and interpretation of information is in a passive or emotional state, so following their feelings should be a portrayal of this state.
The publisher is Harry? Porter's marketing strategy, whether in American domestic market or China market, pays attention to the effective integration and utilization of various resources in the pre-release work, adopts three-dimensional media strategy to guide readers' attention, and cooperates with relevant advertisements, reports and comments with the idea that attention is a potential market, so that readers have a positive psychological impression on the book. In the United States, scholars' publishing houses mobilize all means such as media, advertisements and activities to launch a three-dimensional offensive. Under the reports of well-known media such as CNN, The New York Times, BBC and Publisher, Harry? "Potter" is a satire, a mysticism, an adventure novel and a fantasy novel ... in short, it is a mixture of everything that American readers like to see and hear and a panacea. At home, Humanities Publishing House draws lessons from foreign successful marketing experience, and calmly and cautiously analyzes Harry? The unfavorable factors in porter's management. In addition to inviting experts to translate, the Humanities Society has also formulated a multi-angle, multi-faceted and multi-level promotion plan.
Three of these measures can be described as the winning strategy:
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First, hold a single variety order meeting and invite bookstore managers from all over the country to Beijing;
The second is to use the five major media to carry out stepped publicity;
The third is to produce several special publicity materials to cooperate with the promotion of books.
These three points can widely spread book information and effectively utilize and integrate the promotion and marketing resources of bookstores. Marketing is not only a publishing house's business, but also a bookstore's business, which is a win-win road between social stores. Traditional marketing theory often pays attention to the producers of products, but ignores the important role of channels, especially retail stores, in product sales. Bookstores create momentum for books in the book industry and attract media attention. In the information age, the intervention and promotion of the media is a necessary factor for the book industry to maximize its interests and profits. The pre-publicity of the five major media greatly improved Harry? The popularity of Potter has enhanced readers' understanding of this book. The improvement of society's cognition of books will further produce a kind of "aperture effect" Psychologically speaking, people tend to pay more attention to what they have been exposed to, especially the information about other things obtained from a third party, which will stimulate people's curiosity.
Second, the initial stage: emotional effect
Emotional effect: the publishing house is targeting Harry? Porter creates a happy atmosphere by launching small activities and appeals to the emotional experience of buyers. Especially, readers at the activity site can have positive emotional experiences such as surprise, excitement and pleasure when the episode or climax of the activity comes, and can spread among the people at an abnormal speed. This kind of emotion is conducive to generating a sense of expectation for books among readers, stimulating the desire of potential readers to buy and promoting sales.
American scholars publishing house gave it to Harry? Porter's marketing plan includes: at the initial stage, at midnight one day, the clerk in the American bookstore with candles, black cloak and glasses was selling Harry? Potter creates a festive atmosphere on a quiet night, and American children flock to it. At the same time, this news event caused a sensation in the national media and then spread all over the world. Harry in China? When "Potter" was first sold, the Humanities Society invited a little actor to play Harry? Porter, who appeared in the crowd, gave away cups, ballpoint pens, shirts and other souvenirs when selling books, making the purchase process a sensory enjoyment. And cooperate with the comprehensive and lasting publicity of the media to establish Harry? Porter is a surprise impression for readers. Graft the impression left by the first event on readers to books, and enhance readers' psychological expectation of getting a sneak peek through this symbolic grafting. About Harry in the media? The presentation of Potter-related information programs gives books a new symbolic meaning.
According to incomplete statistics, Harry? Within 0/0 days of the domestic premiere of Harry Potter, what are the domestic radio, television and newspapers related to Harry? There are more than 100 news reports, comments, serials, selections and simulcasts about Potter. In the first issue of CCTV's famous column "Oriental Time and Space", the topic of the host Shui Junyi is "Harry? Potter, and Harry? The first Potter image in Wangfujing Xinhua Bookstore. The media is interested in Harry? The report of Potter not only increases the emotional experience of potential readers, but also attaches the brand value and public trust of the media itself to books in a hidden way. Media is the discourse platform of public space. As the public, its own value is just, objective and true. The attention paid to Porter reflects the mass media's recognition of his quality and influence. This kind of affirmation acts on the reader's subconscious system and is transformed into a positive emotional experience in a subtle way. Whether it is the presentation of stories in books, the dissemination of relevant information, the expression of opinions and the discussion of books, the general readers have a positive feeling about books, which has contributed to the sales of books.
Third, the later problem: the effect of action
Action effect refers to Harry? After the release of Potter, various activities were held in combination with the contents of the book. On the one hand, the content of the book is the focus of the activity, on the other hand, readers are encouraged to participate. Readers realize the interaction between self interaction and individuals and society by participating in activities, and books have a new selling point through interaction. For example, some websites have launched Harry? The discussion page of "Potter" is for readers to exchange their thoughts and predict the trend of the next plot. Some periodicals set up columns to answer various questions of young readers and provide space for readers to communicate with each other. After publication, China Humanities Publishing House organized non-stop essay-writing activities to let children write their own Harry? Porter. Cooperate with newspapers in Beijing, Xi, Guangzhou, Shanghai, Chengdu and other cities, publish children's essays, publish winners' lists, and give books to winners ... These activities pay attention to readers' action participation, which is an important way to consolidate readers' confidence and expand book sales. Especially for young readers, these activities are quite effective.
Due to the limitation of activity scope and ability, teenagers have the psychological characteristics of longing for communication and self-cognition, looking forward to growth and pursuing social identity. First of all, this series of activities strengthened their choice and correct consciousness of buying books, and affirmed this kind of buying behavior by participating in the activities, achieving a kind of self-encouragement effect. This interaction between self-thought and behavior is conducive to enhancing the self-confidence and self-affirmation that children urgently need when they grow up. Secondly, by participating in activities, I realize that there are a group of partners like him or her in life. The exchange of language and writing between them has made them identify with each other. It is a kind of "positive", our emotions, and we can experience the world of "others" in our own emotions. This kind of "emotional experience" is a way for teenagers to communicate their emotions, know others and discover themselves. Finally, the activity provides a platform for teenagers to realize themselves. In daily life and study, they rarely have the opportunity to express their ideas and opinions publicly, and the audience is very small. Through this new platform, they express themselves freely and openly, integrate into general social activities and gain social recognition. In a word, the opportunities for action participation provided by the activities have improved the loyalty of young readers to books. It not only affects peers around young readers, but also affects adults around young readers. It can be regarded as a public relations activity, which expands the scale of potential readers.
Fourth, post-marketing: link effect
Link effect refers to Harry? The promotion of Potter derivative products to book sales. People's psychology has a natural correlation function, which will produce a correlation imagination for similar things, similar things and acquaintances. This function connects different objects with each other, so that the symbolic meanings embodied by things are connected with each other. So, with Harry? After the publication of Harry Potter, other types of products provide a new carrier for the symbolic meaning of the book and create new opportunities for book marketing. "Harry? Products derived from Potter series novels, such as toys, postcards, computer games, children's stickers, Harry? Potter's image of a series of sweets, with Harry? The production of Harry Potter movies has enriched Harry? The symbolic significance of Potter series novels, the promotion, marketing and development of new potential markets of these products, and the birth of a series of derivatives are a conditional factor that constantly stimulates consumers to re-understand books.
Hot Harry in 2002? Potter's film of the same name was shown nationwide. The Humanities Association seized the opportunity to implement a new marketing plan. The agency cooperated with the film industry for the first time, adding "the series of books with the same name and related video books are published by People's Literature Publishing House" to the movie poster. This move really worked. Film and television interacted with printed publications, and the film was released in February, setting a new box office. At the same time, students and their parents ran into the bookstore after watching the movie, causing Harry? The sale of Potter books. According to statistics, during the film screening, "Harry? Potter sold 250,000 sets, with 6,543.8+0,000 copies. Therefore, under the linkage effect, books have opened up new market space through associated sales with derivatives.
Verb (abbreviation for verb) Long-term marketing: brand effect
Brand effect refers to Harry? Porter's popularity and reputation influence in the eyes of the market or consumers, and the process of enhancing the added value of new products marked by this image. Brand exists in every consumer's mind, and the brand effect depends on readers' feelings and cognition of books and other derivatives. Harry? The basis of this feeling and cognition in Potter is conformity psychology and fashion feeling under a certain threshold of feeling or acceptance. The media put Harry? Porter is regarded as a darling, and everything related to it makes people shine. This is the creation of fashion. In consumerism culture, fashion consumption pays more attention to the consumption of consumer goods. How to maintain the appreciation of the product meaning that represents fashion is to require the brand holder to use and maintain the brand appropriately. Harry? Time warner Inc. Company is the owner of Potter's graphic and stereoscopic image copyright and movie image copyright, and it carefully selects the manufacturers who purchase the product image rights. For example, Batman has 150 product vendors, but Harry? Porter has been reduced to 25. For example, generally speaking, there will be at least three global authorized partners in a blockbuster, but this time time warner Inc. only agreed to cooperate with Coca-Cola, and put forward many harsh requirements, such as no facial images of characters on the beverage cans, and of course no pictures of Harry and his partners drinking Coke with their mouths open. In addition, the public welfare content that encourages reading makes the supporting marketing more elegant. In this way, through the restraint operation of cooperative marketing, Warner put Harry? Porter's brand is controlled at a certain threshold of sensory acceptance. Avoid the devastating impact of excessive development and utilization on the brand. Effectively use people's acceptance psychology and fully tap the effectiveness of the brand.
It can be seen that in the current consumption era, "cultural business opportunities" are based on the manufacture of commodity meanings and the psychological expectations of consumers. This is Harry? The core of porter's marketing strategy.