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June 23, 2011


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Dan Schawbel

Do you think she came up with this idea or her team or a collaboration? This is brilliant marketing. Their product and community is so strong that this is a perfect extension for them, especially because their target audience is very active online. I wonder if they will have a Facebook application for it too.

David Meerman Scott

Good question, Dan. Not sure. Clearly she has a smart team behind it.

Colin Warwick

Thanks! How about posting some tips for us folks who are slightly less famous :-) than Steve Jobs and Jo Rowling? An example I've noticed you do is to send free pre-publication copies of your book to bloggers and wiki'ers (like me! thanks BTW) to review.

Software companies have a golden opportunity to do this during their beta releases, but they usually blow it by making the beta testers sign (or click through) a non-disclosure agreement. Maybe they should flip that around and make them sign a "must disclose" agreement :-)

Other ideas? Thoughts?

The National Benefit Authority

It is rarer still that the entire world is told that the announcement is coming and everyone finds out at once.

David Meerman Scott

Colin, I wrote about an example a few weeks ago. "Let fans help you launch your new site in real-time." http://bit.ly/jEsKGj

Colin Warwick

David, thanks! I missed that one first time around. Great idea. (BTW, the bit.ly link goes to the wrong place, but I found the posting by title.)

Sean Carpenter

David - I enjoyed this post about Pottermore and the anticipation it creates for crowdsourcing and generating buzz. I looked at it a bit different from a salespersons perspective and considered the "after the sale" value of keeping people talking about your brand.

Here's my short blog post on the topic for you to see when you have time. http://goo.gl/rMPrg Thanks for the continued great example you set for bloggers, speakers and instructors

Al Pittampalli

This is brilliant. I never thought about it, but I guess this is the way to turn news into an event. Ordinary information when delivered in a coordinated way, one that involves suspense can really turn into an incredible marketing effort. Thanks for sharing, David.

David Meerman Scott

Sean - of course you are right. It is not just the marketing side, but sales too that can benefit from these tactics.

Al - Yes, if you are clever, you can draft off of a news event to get noticed.

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