Marketing eYe

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Ken & Barbie Breakup Anniversary

It's been a year since America's most famous couple broke up. I'm talking about Barbie & Ken of course.

Fascinating story of how Mattel, the toy maker who makes Barbie and Ken dolls, used Valentines Day last year to generate some free publicity for their products. What they did was simple:

1. Break up an imaginary love affair
2. Send a press release
3. Wait for the media to give you thousands of dollars worth of publicity

Read the entire article as featured on CNN website last year

You know, you still have time to make up a funny story that will help you get free publicity on Valentines Day.

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Its also noteworthy to see how Mattel's entire Barbie doll business works on upsells.

Aunt Martha gifts a Barbie doll to her favourtie niece - Betty. But the Barbie doll comes with just one dress. So Betty's parents buy a few more dresses for the Barbie. Then comes the Barbie hairbrush for her long silky hair. Then the entire Barbie make up kit (you've gotto apply make up to a doll). Then comes the Barbie cook ware. And a bed set. Soon enough, Barbie needs a house to stay in - and so they buy a Barbie mansion.

And after Barbie has all the things a doll ever needs, Betty feels that Barbie is getting lonely. So she gets her parents to buy Ken and other Barbie friends to keep Barbie company. And then, Barbie's friends need their accessories... you can't expect Barbie to share her stuff with all her friends, can you?

Points to Ponder:
What product can you upsell to your clients?
What accessories can you add on to your product?
Will your clients require warranty? Or a service plan?

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Posted on 2/12/2005 | Permalink | |

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