law of hype

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The 22 Immutable Laws Of Marketing

LAW #20

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20 LAW OF HYPE

PRESENTED BY: Aaisha Abubakar

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LAW#20

• “The real situation with any marketing program is quite often the exact opposite of how it is reported”.

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Concept “LAW OF HYPE”

• The situation is often opposite of the way it appears in the media promotion.

• The amount of hype isn’t too often a great success, often failed products are heavily hyped.


Media is a double edge sword

• One edge is success.• Other edge is failure• It is very important for any organization to play nicely

with media to create hype.• Pouring millions of dollars into market research and

advertising campaigns can lead to tremendous successes BUT,

• Such ventures can also be a formula for the most miserable failures.


Why Heavily Hyped Products Fail

• Companies often launch new products in response to a competitor’s successful idea.

• Some products aren’t as good as they are advertised• And such products fail if they cannot measure up to

the competition or capture consumers’ attention. • Like, In the early 2000s, Levi’s debuted the Type 1 jeans and

aired an expensive Super Bowl commercial to go with it. The jeans feature oversized rivets and buttons, bold stitching, and an accentuated red tab. The look never caught on (nor did it find a target audience) and Levi’s quit making the jeans soon thereafter.


Over Hyped Products: Examples

• Google Glass• New Coke• Frito-Lay’s WOW! Chips• Ford: Edsel • Hewlett Packard (Touch Pad )• Crystal Pepsi• Levi’s Type 1 Jeans


Google Glass


Coca-Cola’s: New Coke


Frito-Lay’s : WOW! Chips


Ford: Edsel


Hewlett Packard (Touch Pad )


Crystal Pepsi


Levi’s Type 1 Jeans


Conclusion

• When your company need “The Hype” it usually means you are in trouble

• Your plan is not strong or failing . New products that are going to “revolutionize the industry” are popular candidates for hype.