Mark Evanier’s News From Me recently presented an item about the reissue of I’m Dickens, He’s Fenster on DVD. The teevee series was a bit before my time, but I was always aware of it (even though I’ve never seen it), and the cast and creative talent involved in the show was impressive. You can learn more and order the DVD over on this web page.

When you go there to check it out, look at what they’ve done to entice fans of the show specifically and teevee fans generally to order: As a member of the “Architects Circle” those who buy the DVD get access to a special website and a postcard autographed by one of the stars. Pretty good. The first is a technique that’s been used by book publishers for many years, while the second is a pretty classic “bonus with order” type of offer.

But here’s the cool part: Members of the “Architects Circle” get their name in the Volume 2 credits for ordering volume 1, sort of like having one’s name on a brick in the sidewalk outside the local charity for having donated money to that charity. It’s a really smart idea that I’ve never seen in DVD marketing, and it pretty much guarantees that whoever buys the volume 1 limited edition will also buy volume 2.

Takeaway for marketers: Like Steve Jobs told us all: Think different. Here’s a great example.

This entry was posted on Sunday, October 30th, 2011 at 9:07 am and is filed under Marketing Stuff, Marketing Takeaways.