4 marketing lessons from Willy Wonka

Advertising campaign Willy Wonka, spreading the Golden tickets as a pass to a chocolate factory, was a resounding success. However, whether this success is the scientific justification?
Smart approach to demand generation
A limited number of Golden tickets — just a 5 — c, coupled with the fact that in any other way the entrance to the factory is closed, incredibly exacerbated demand. Sales of chocolate rose overnight.

Proper distribution

Golden tickets invested in packaging c chocolate bars, which eliminates the additional costs of the consumer. Wonka looks like a benefactor, plus it gives people a sense of availability. Moreover, this game giveaway allows to regard the purchase as a good even the most rational consumers: "I may not win a ticket, but no one will take from me bought a candy bar!"

The creation of the brand

Willy Wonka — performance artist. He, like Steve jobs, have their own signature style that makes it the brand. This is very important. Studies in 1975 showed that "Pepsi-Cola" beat Coke in blind tastings, but Coca-Cola has consistently won if people knew they were drinking.

Prudent timing

First Willy Wonka gave rise to plenty of myths about his factory, and then already launched a campaign. And during the distribution of tickets, the media had many opportunities to hype up her. However, the chocolate magnate did not allow the campaign to drag on for too long and to slow down. He is ordered by time.