| You know it's Christmas time when two things | | | | Sony is really smart! They do this every |
| happen...1) People stand in line for 48 hours | | | | year. Release only enough of the hot product |
| camped outside Best Buy for 48 hours waiting | | | | to create an insatiable appetite for it. They |
| for the latest PlayStation release, or...2) | | | | may have warehouses full of PlayStations, but |
| The Internet giveaway fever really heats up - | | | | they won't release them until the market begs |
| More about this later.The current Playstation | | | | for more.HOW DID I MISS THIS!AJ knew -- |
| mania is an incredible lesson in marketing. | | | | before he invested the time to stand in line |
| But I missed the importance of what was going | | | | --that the market was clamoring for the |
| on until a friend smacked me in the face with | | | | product. And he saw an opportunity.He had no |
| it this morning...DUMB LIKE A FOX...Our | | | | intention of keeping the PlayStations |
| friend -- I'll call him AJ -- reported this | | | | himself. His research on eBay confirmed that |
| morning that he and his wife had just come | | | | PS3 fans were rabid and would pay any |
| back from Wal-Mart where they'd been camping | | | | price!Like any good marketer, he remembered |
| for 48 hours to get one of 4 available | | | | the first rule: Determine what the market |
| PlayStations 3 when they went on | | | | wants and sell it to them. As Mark Hendricks, |
| sale...Unbelievable! I thought he was insane | | | | a master marketer, and creator of the |
| when he told us this. Who wants a PlayStation | | | | Christmas season giveaways, likes to say, |
| bad enough to stand in line 48 | | | | that's the difference between "marketing" and |
| hours?Well...He said with a smile, "We got | | | | "selling" -- it's much easier to make money |
| two!"So! It was still 48 hours in front of a | | | | when you're providing a much-wanted |
| store, right? Do your kids really need | | | | service.Selling something no one wants is |
| PlayStations THAT badly?"Oh, they're not for | | | | hard work, indeed. Marketing is easy.I should |
| the kids! We listed them on eBay within an | | | | have seen it too. I've studied with some |
| hour," he said, still smiling. "And they're | | | | great internet marketers. Most teach the |
| averaging 5 to 7 thousand dollars. Some have | | | | basic principles of Robert Cialdini's |
| sold for more than $14,000." Search for | | | | book.CHRISTMAS MADNESS...During the Christmas |
| "PlayStation 3" on eBay. I was blown away at | | | | season, online marketers flock to the |
| the prices.I was stunned. Not because of the | | | | Internet to collect gifts -- usually |
| price (people pay extravagant prices for just | | | | informational products and software tools. |
| about anything), nor because my "insane" | | | | Always free, hence the name giveaway, the |
| friend actually made about $390 per hour if | | | | purpose is to drive traffic. All of |
| he sells them both for $7000, but because I | | | | Cialdini's six persuaders are used to create |
| had totally missed the entire marketing | | | | the buzz, exchange the gifts for e-mail |
| lesson expertly laid out by Sony and | | | | addresses and names.The 12 Days of Christmas |
| Wal-Mart.The six basic marketing persuaders | | | | is the granddaddy of the online giveaway |
| from Robert Cialdini's classic book, | | | | extravaganza and Mark Hendricks is the father |
| "Influence: The Psychology of Persuasion", | | | | of the concept. For several years now, Mark |
| are in full view!** Authority -- Wal-Mart. | | | | has brought together more than 75 top |
| Love 'em or hate 'em, they are the big kahuna | | | | marketers to giveaway hundreds of products |
| in mega store retailing. If they advertise | | | | during the month of December.Because the |
| that they have 4 PlayStations in | | | | concept worked so well and has become an |
| stock...they've got 4 and only 4 in stock. | | | | Internet marketing staple, a gazillion |
| But they promise they can get more | | | | giveaways pop up. It's now a standard tool in |
| because...well, they can.** Liking -- People | | | | every marketer's toolkit. Why does it work so |
| practically live at Wal-Mart. Convenience and | | | | well. It's based on one of Cialdini's |
| service translate into customers with an | | | | persuaders -- reciprocity.I give you |
| undying loyalty to them, often because | | | | something and you'll feel obligated to give |
| they've become the only game in town.** | | | | me something back. It's a technique used |
| Commitment with Consistency -- Let's see. | | | | everywhere. When you go to the grocery, |
| Stand outside in November in the rain for 48 | | | | clerks stand at sample stations offering |
| hours to be the first in line for the release | | | | everything from cubes of cheese to portions |
| of a new product. That's serious | | | | of spaghetti and meatballs. Why? If you take |
| commitment!** Reciprocation -- Wal-Mart | | | | a sample, chances are really good that you'll |
| provides a free (and massive) PS3 buyer's | | | | buy the product.But at Christmas...Whew! It's |
| guide on their site that provides all the | | | | tough to keep up and maintain enough free |
| information you need to make a decision | | | | disk space on your computer for all the |
| between the $500 and $600 basic units, and | | | | online giveaway opportunities.The six |
| all the accessories required. Giving such | | | | persuaders (all included above) are real. |
| complete information not only sets up the | | | | Until I got involved in the Internet, I had |
| authority persuader but also makes you value | | | | no idea I was being "persuaded" at every |
| the content and feel indebted to the | | | | turn. We all react to them, will forever, and |
| retailer. That's called reciprocity.** Social | | | | have ever since the first caveman tried to |
| Proof -- The press has been lapping up Sony's | | | | sell the first hunk of meat to his |
| press releases about the PlayStation launch | | | | neighbor.It took a PlayStation 3 and AJ to |
| date and the lack of product. And the gaming | | | | point me back to the "real" world to see it |
| blogs can talk of nothing else.** Scarcity -- | | | | in action there too. |