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Why Would You Stand In Line 48 Hours To Get A Playstation 3 - The Marketing Psychology Is Working

You know it's Christmas time when two thingsSony is really smart! They do this every
happen...1) People stand in line for 48 hoursyear. Release only enough of the hot product
camped outside Best Buy for 48 hours waitingto 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 Playstationfor 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 withproduct. And he saw an opportunity.He had no
it this morning...DUMB LIKE A FOX...Ourintention of keeping the PlayStations
friend -- I'll call him AJ -- reported thishimself. His research on eBay confirmed that
morning that he and his wife had just comePS3 fans were rabid and would pay any
back from Wal-Mart where they'd been campingprice!Like any good marketer, he remembered
for 48 hours to get one of 4 availablethe first rule: Determine what the market
PlayStations 3 when they went onwants and sell it to them. As Mark Hendricks,
sale...Unbelievable! I thought he was insanea master marketer, and creator of the
when he told us this. Who wants a PlayStationChristmas season giveaways, likes to say,
bad enough to stand in line 48that'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 awhen you're providing a much-wanted
store, right? Do your kids really needservice.Selling something no one wants is
PlayStations THAT badly?"Oh, they're not forhard work, indeed. Marketing is easy.I should
the kids! We listed them on eBay within anhave seen it too. I've studied with some
hour," he said, still smiling. "And they'regreat internet marketers. Most teach the
averaging 5 to 7 thousand dollars. Some havebasic principles of Robert Cialdini's
sold for more than $14,000." Search forbook.CHRISTMAS MADNESS...During the Christmas
"PlayStation 3" on eBay. I was blown away atseason, online marketers flock to the
the prices.I was stunned. Not because of theInternet to collect gifts -- usually
price (people pay extravagant prices for justinformational products and software tools.
about anything), nor because my "insane"Always free, hence the name giveaway, the
friend actually made about $390 per hour ifpurpose is to drive traffic. All of
he sells them both for $7000, but because ICialdini's six persuaders are used to create
had totally missed the entire marketingthe buzz, exchange the gifts for e-mail
lesson expertly laid out by Sony andaddresses and names.The 12 Days of Christmas
Wal-Mart.The six basic marketing persuadersis 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 kahunamarketers to giveaway hundreds of products
in mega store retailing. If they advertiseduring the month of December.Because the
that they have 4 PlayStations inconcept 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 moregiveaways pop up. It's now a standard tool in
because...well, they can.** Liking -- Peopleevery marketer's toolkit. Why does it work so
practically live at Wal-Mart. Convenience andwell. It's based on one of Cialdini's
service translate into customers with anpersuaders -- reciprocity.I give you
undying loyalty to them, often becausesomething 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 48clerks stand at sample stations offering
hours to be the first in line for the releaseeverything from cubes of cheese to portions
of a new product. That's seriousof spaghetti and meatballs. Why? If you take
commitment!** Reciprocation -- Wal-Marta sample, chances are really good that you'll
provides a free (and massive) PS3 buyer'sbuy the product.But at Christmas...Whew! It's
guide on their site that provides all thetough to keep up and maintain enough free
information you need to make a decisiondisk space on your computer for all the
between the $500 and $600 basic units, andonline giveaway opportunities.The six
all the accessories required. Giving suchpersuaders (all included above) are real.
complete information not only sets up theUntil I got involved in the Internet, I had
authority persuader but also makes you valueno idea I was being "persuaded" at every
the content and feel indebted to theturn. We all react to them, will forever, and
retailer. That's called reciprocity.** Socialhave ever since the first caveman tried to
Proof -- The press has been lapping up Sony'ssell the first hunk of meat to his
press releases about the PlayStation launchneighbor.It took a PlayStation 3 and AJ to
date and the lack of product. And the gamingpoint me back to the "real" world to see it
blogs can talk of nothing else.** Scarcity --in action there too.



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