When it comes to selling products in this day and age, I think the most important things are – where you sell them, how you package them and timing of their release.
A key example of this is Netflix. Over the last year they have purchased many different TV series and made them available for subscribers to view. The thing with many of the shows they have made available is that most of them were panned by the critics and not picked up by any of the major channels here in the UK at least. When they had their run on TV, not many people were talking about them and not many people were kept interested enough to watch the entire runs of these shows.
Stamp of approval
There is this strange thing that is happening with these shows and how we consume media. It seems by Netflix deciding to air them, that this is a big stamp of approval and just because of being on this platform, people now want to watch them. One trailer from Netflix and we are all rushing to add the series to our watchlist. Some how having every episode available for us to watch when we want to, makes a show more appealing than watching them every week on the TV or recording them on your Sky+ or TiVo.
I have to admit to also falling in to this trap, as last night I added the TV series ‘Gotham’ to my watchlist after seeing a trailer for it. When the series was on TV I had no interest in it whatsoever but now because it is on Netflix and has a cool trailer I am looking forward to getting round to watch it.
For many new shows getting on Netflix is now more important than getting on TV and now production companies, who thought they had got the most exposure and money out of their series that they were going to get, have a new platform to try and get more out of what they produced.
Netflix is a prime example of how in todays world your brand is sometimes more important than what you are selling or what you have in your store. If you have a product to sell, putting it on the right platform can mean more to the success of the product than all the work and investment you put in to making it.
What is perceived as ‘cool’ or ‘in’ changes at a very quick rate these days, so when you get to that point you have to cash in fast, as if you don’t you can miss your chance of making the most of your product. When your product or company are popular your priority above anything else should be doing everything to make sure that this lasts for as long as possible. If what you are selling isn’t ‘cool’ or ‘in’ keep working on how you are selling it and how you are packaging it, keep making changes on these sides until you are positioned where you want to be.
What Netflix proves is that as an audience we are more influenced by packaging than we ever have been before. I think in a way that is a sad comment on today’s world but as a company you should be cashing in on this, as even if your product isn’t the best, if you can get people believing it is great, then you will be successful.