Lessons from Launch of Grand Theft Auto 5
I had bought the previous version of Grand Theft Auto for my son for his birthday. Only to discover he already had it and would appreciate the new game when it came out in September.
Today I went down to the real live shop to get my copy. That would give me a more interesting human experience than buying online and provide insight into how another industry works. It was a brilliant marketing lesson.
The whole shop was focussed on the launch – every window was dedicated to Grand Theft Auto, and I had to follow a predetermined route through the shop. (Making it easier for me to say yes to buying the product, without other distractions.)
I had to walk past a cheerful girl selling a big fat book guide to Grand Theft Auto. (Offering an additional product is often the route to profitability. Good upsell I thought even as I declined it.)
Then I had to wait in a giant queue. Mostly men and boys of varying ages in the line ahead, but as I walked in at 10 am, lots of mothers appeared. There were comments about how sons and daughters were waiting and had been counting down the days. It created a real buzz and a sense of community. (Build tension – even so close to purchase – and allow for your audience to create connections which forms the basis of a tribe. )
I noticed the people who were being served were all asked whether they wanted the standard version or the one with added weapons, and then they were also asked if they wanted insurance for only £ 1.00 for a year. (Create related purchasing options which will bring in additional revenue and turn customers into insiders)
The people in front said no to the £ 15 addon price, but yes to the smaller price of £1.00. ( If they don’t go for a higher priced upsell try a very small upsell which seems nothing in comparison.)
So by the time I presented my pre-order invoice the idea of spending an additional sum had already been seeded in my mind. Plus I had already turned down one offer. When I had my turn at the counter I said that I had ordered something about Grand Theft Auto but wasn’t sure which version. The man behind the counter burst out laughing at my “joke” and to my great delight was intelligent and friendly. (Be human and have personality – we all want real human interaction.)
I was enjoying the whole experience so much that I went for the version with added whatever which I guess my son would like. In fact I saw the same man who served me before when I went in to ask about how to buy the game. I was given a story about pre-ordering, which also necessitated me giving them my email address and receiving a loyalty card. I was so impressed with the professionalism that I agreed, and to the shop’s credit have only had one reminder email. (Get contact details from your clients in return for something they perceive to be valuable.)
The launch had been very successful. Apparently the shop had been open from midnight until 4 am. The queue stretched all the way round the town and the shop was packed the whole time. Then the staff came back and opened up again at 6 am. The guy who served me said he was tired but was also excited that he had been working in computer games for over 5 years and never seen anything like it.
Do I personally like Grand Theft Auto? I have never played it, don’t like the computer-y look of the graphics but remember being completely impressed with the radio programme which came from the car radios. That degree of creative detail won my praise.
Why does a launch like this work so well?
- It increases anticipation.
- By whetting the appetite before the product is released it actually enhances the perception of its value, too.
- An incomplete message is created in the brain which helps to make the whole thing more memorable.
- Plus there is the excitement of being part of something out of the ordinary and getting up at a strange time.
- If you had been a member of the queue that went all round the shopping centre you would have probably talked to your neighbours and felt part of something bigger than everyday life. Most people are just a bit bored and like to be entertained.
Next time you bring out a product or service think about doing a launch.