In an interesting look at a strategy Mel Gibson used to promote the rerelease of the Passion of the Christ, I found it amazing as we’ve been talking a lot about it lately on some of my blogs.
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One of the keys to marketing success in a society besieged by endless pitches for every product or service out there is the tried and true method of giving a discount to try an offering.
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Now a discount can come in a variety of forms, but the one I’m talking about is the one where on the front end of sales you pretty much break even, but on the back end you offer the higher quality, higher margin items in your marketing arsenal. This is a devastating attack on your competitors who for the most part won’t be willing to do this or don’t even know that they should.
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What was Gibson’s simple strategy? He offered churches bulk discounts on the DVD release of his Passion of the Christ. He got so much buzz from it and good-will that he doubled his overall sales from video and DVD releases. This put him in the top of the list of richest celebrities.
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Mel Gibson is one of the few celebrities that understands not only how to market but how to do it at about as high a level as you can; leveraging every aspect of the product he offered to the consternation of those who didn’t want him to succeed. Nothing can stop this type of marketing once it begins its flow. Just enter in and hang on for the ride.
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