The phenomenon of Harry Potter

Extract

[...] To me, the buzz around Harry Potter was not created intentionally by the publisher but it had nurtured and was spread. The real secret of this buzz is in the originality of the story that had the effect of a bomb first among readers called "teenagers" and then at an older audience intrigued by the new desire reading of these children. One of the phenomena appears to be the most incredible one that is the virulence of this new virus. [...]

[...] It is therefore clear that this marketing strategy was every bit specific and extremely innovative in its very essence. It is true that the media often treat subjects connected with the adventures of Harry Potter or his now famous author JK Rowling but this has never been in any way caused by the publishing house responsible for the promotion of opus all the more thrilling than the other. All this is to prove that even if the publisher of Harry Potter is trying to recruit new followers, she does not knowingly uses a communication Media which is often the communication style of choice for advertisers. [...]

[...] Communication Media When we talk in marketing communications Media Marketing, it means all forms of media that can be used to promote a product such as television, radio, press, cinema and display. In this area, we feel it is important to note that the publisher of the book has hardly used communication Media. Regarding the TV medium, there was never any advertisement which directly promoted any work whatsoever; for radio, there was never a spot announcing the upcoming release of a new volume of the famous Harry Potter, and in terms of display, no display had ever been printed to publicize the boy wizard. [...]

[...] All this is to show that the customer immediately becomes a brand ambassador "Harry Potter" and will inoculate the virus to another person. This is a very rare phenomenon which in our opinion does not develop spontaneously in the presence of a sizeable innovation; we could mention a few products that would meet the same pattern as the creation of the car, plane or even new household products. Word of mouth is a very powerful marketing tool if it is controlled but it can be double-edged in that through this buzz is going to communicate faster than any other media, but its effectiveness makes its dangerous because the image can be destroyed as soon as created. [...]

[...] Not only the boy wizard had given the children a taste for reading but it also promoted reading in English, because the most impatient fans of Harry embarked on reading his adventures in the original version (in English ahead of the release a few months the French translation). In fact, JK Rowling had created a universe consisting of completely new characters with names sometimes original, magical adventures ever, this immersed ourselves in a world that is still unknown to us: the magic. Since its inception, this phenomenon had continued to stir the envy of many marketing experts. In this study, we will try to unlock the secrets of the communication strategy of the publisher of Harry Potter. [...]