Introduction and Aims

In recent years several companies have been reaping the benefits of fast paced sales that result from the hype the introduction of new products to the marketplace creates. These success stories have been hardly a coincidence but the outcome of intelligently implementing an integrated marketing system that creates a fad and prompts hyper-demand for new products by the time of their launch.

Many real estate developers, during the 2005 housing bubble in the United States, deployed launch marketing campaigns more focused on promoting the big one-day opening events to kick-off sales rather than showcasing properties' attributes. The common language for these campaigns spoke about missed opportunities through both conventional and non-conventional communication channels, aiming to create hype about the projects and bring about fear of loss, driving higher impulse buys.

The big launch approach yielded unconventional results, managing to sell entire real estate projects at a pace faster than average, with some exceptional properties banishing in just minutes. The marketing tactics surrounding the approach included providing consumers with informational cues that created  hype around the grand opening day for the properties by playing on the human propensity to decide based on the actions of others around us. This system is hardly exclusive to the real estate industry, and many consumer goods companies have effectively employed similar tactics to introduce their products and services.

This blog exposes the common elements that influence consumers' behavior, causing a purchase decision in response to the hype around a product, their fear of loss, as well as their predisposition to follow others, by analyzing the recent successful introduction of products in diverse industries.

Ultimately my aim is to help readers learn from these success stories and understand the guiding strategies for launching and positioning new products in market based on an effective integrated marketing model that results in  a faster that average sales pace.

Read on and be sure to ask any questions along the way.