Marketing the Wizarding World of Harry Potter way

I delivered a talk at the Mosaic AgCollege yesterday at the Loews Royal Pacific Resort at Universal Orlando. Due to a blizzard in Boston, I was unable to get home today so I found myself with a rare "snow day" with no meetings planned.

So I headed over to Universal Orlando Resort's new Wizarding World of Harry Potter theme park. This was exciting for me because I have been writing and speaking about the park for several years.

Rather then spend a huge amount of money to do traditional PR and marketing to launch the park on May 31, 2007, Cindy Gordon instead chose to tell the seven most popular bloggers who write about Harry Potter. By giving a first crack at the news to blogs like Mugglenet, the news spread to become a World Wide Rave and 24 hours later, 350 million people had heard of the new park to be opened several years later.

Read about the launch here in my ebook The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free (This ebook has been downloaded more than a million times!)

Wizarding World of Harry Potter is insanely popular. Not being a huge fan of crowds, I was reluctant to go so I asked the hotel staff when would be the best time to go with the fewest crowds.

Putting your best customers up front

Turns out that guests at the several hotels on the Universal Orlando Resort properties can gain entry into the parks an hour early – at 8:00 a.m. Terrific.

So I headed over then and was, literally, the very first guest in the park today. I snapped a few photos to show the park with no guests. The photo at the bottom was at around noon. (Click the photos to enlarge).

The main attraction, Harry Potter and the Forbidden Journey, was excellent. I rode it twice. The second time my wait was ten minutes. A few hours later, the line was more than 60 minutes.

At midday, the line to gain entry into the park’s gift shop was 30 minutes! Yikes, what a business: People standing in line for the privilege to spend money.

Universal Orlando Resorts knows who their best clients are. Giving the guests who stay at the hotels (who spend probably $300 a day) first crack at the popular attractions is excellent marketing.

The Grateful Dead gave their best fans the best seats in the house.

What are you doing to provide something extra to your best customers?

Comments

[Tim Ludy]

I share your story often how they utilized the blogesphere to introduce the park. Being a fan of the books my family is looking forward to visiting the park. Sure beats shoveling 2'+ of snow! 1/12/11

[Justforeverme]

I was at Island of Adventure last week and the line to just get into HP World was over 40 minutes long at 10am! The place was so heaving, most of the shops were inaccessible and the Forbidden Journey ride line was over 2 hours! I've never seen anything like it - excellent marketing!!!

[David Meerman Scott]

It's amazing isn't it, Justforeverme? I'm glad I got in so easily.

[Adele Revella]

Tell me that isn't real snow on the rooftops.

[Tracy L. Murray]

What a smart idea and a special treat for those most engaged in the brand! Hope you get home soon David.

[David Meerman Scott]

Adele - While it was very cold (38 F), that was movie effect snow. Looks great.

Thanks Tracy - on my way home in a few hours.

[Harmony Wheeler]

Just goes to show that it's better to target the bloggers that fit the niche best and have the most followers rather than put all your efforts into pitching to as many bloggers as possible without making sure your pitch lines up with the blogs you pitch to.

As far as catering to those who spend the most money such as hotel guests, it's a brilliant idea. Disney has something similar that allows certain guests into certain areas of the park before it opens to the public. They also have special seating and other benefits for AAA customers.

[David Meerman Scott]

Harmony - Seems so simple. Give your best customers something special. But so many don't. Phone companies give the best deals to new customers.

[Kelly Monaghan]

Folks might also want to know that guests at the Universal resort hotels can use their key cards to get front of the line access to ALL rides at both theme parks (Universal Studios Florida and Islands of Adventure) all day long.

The cards are valid from the day you check in to park closing on the day you check out. You can check in at 6am if you want (they'll hold your bags) get your keys and head straight to the parks.

And next time you head down there insist that they put you up at Portofino Bay. Waaay nicer than Royal Pacific.

And give me a heads up and I'll send along a copy of my book "Universal Orlando: The Ultimate Guide" as a way of saying "thanks" for all the value I've gotten from your books and your New Rules Series. I'm rereading "Get Seen" now, while escaping the snow in Buenos Aires.

Ah, the 4HWW lifestyle! :-)

[Christina Pappas]

Dave,

You took the words out of my mouth with your comment 'new customers get the best deals'. You are right that people receive the best deals and treatment when they are 'new'. Most of the new companies I worked with in 2010 have suddenly increased their rates and wont budge (I may just stink at negotiating a good deal but still!).

Give em the good stuff to get them to sign-up, then treat them like everyone else because they came back. Doesnt seem too logical when you say it out loud (or write it, in this case). Huh?