Devoted to small businesses and those who run them

I want to thank my colleague, Bridget Wright at Biz Chicks Rule for alerting me to the publication of Harry Potter: The Story Of A Global Business Phenomenon by Susan Gunelius.

Susan Gunelius is a fellow blogger here at Know More Media with Marketing Blurb, so she understands and knows marketing. Congratulations Susan. This is exciting stuff.

Harry Potter Mania
I'm very keen to read Susan's book as I owned a bookstore at the height of Harry Potter Mania, from the very first book on. I've never seen anything like it before or since. The marketing was something else.

Susan poses an interesting question -
Can the success of Harry Potter be duplicated? 

Embargos & Fort Knox In The Harrry Potter World
We had to sign an embargo not to open the parcel before 9.05 a.m. on the designated release day... not a moment before. Legal action was threatened for anyone who flouted the rules. The boxes were wrapped in opaque black plastic and strapping to deter would be peekers. Even trying to open them at the appointed time was akin to breaking into Fort Knox.

Bookstore Perspective
From a publishing point of view, the marketing surrounding Harry Potter was brilliant. It wasn't always so great for independent booksellers though. While some did well, many could not compete with discount chain stores.

Many chains used Harry Potter as a loss leader. I know someone who bought one for 4 cents.

International Marketing
The marketing was not just national but international. This resulted in some changes in titles and cover graphics even across English speaking countries. The British, Australian and New Zealand Harry Potter & The Philosopher's Stone became Harry Potter & The Sorcerer's Stone in the US.

This was an interesting aspect of the marketing too, as marketing needs to resonate with particular cultures to maximize sales.

Marketing To Adults Too
Harry Potter was wonderful for turning kids (and adults) onto reading again. My first Harry Potter customer was a 93 year old lady. It came out with an adult version cover, so adults could feel comfortable reading it in the bus or train - not just a kids' book - again clever marketing.

Contents 

• The Making of a Global Literary Phenomenon
• The Book that Lived
• The Value of a Good Product (Setting the Stage for Marketing and Promotion)
• The Buzz Begins
• Harry Potter as a Powerful Product and Brand (An Education in Marketing and Promotion)
• Harry Potter’s Influence on Print Publishing
• Harry Potter’s Influence on Movies and Television
• Harry Potter’s Influence on Retail
• Harry Potter’s Influence on Merchandising
• Harry Potter’s Influence Online
• Harry Potter Becomes a Theme Park and More
• Harry Potter’s Global Business and Personal Influence
• Predecessors to Harry Potter’s Success (Who Else Has Gotten It Right or Wrong?)
• What’s Next for Harry Potter and the World Affected by The Boy Who Lived?
• Conclusion: The Recreation of a Literary Phenomenon

Congratulations Susan. I'm really looking forward to reading Harry Potter: The Story Of A Global Phenomenon - the 8th Harry Potter! 

kmmad