Repurpose Your Content With a “Limited Edition”

Not only do I have a pas­sion for mar­ket­ing, writ­ing, and help­ing oth­ers but I’m also a big nerd when it comes to enter­tain­ment. I grew up play­ing games and watch­ing the newest movies. A well done and well pre­sented fic­tion is just as excit­ing as read­ing about how to build a blog or make myself a bet­ter person.

I also lis­ten to music con­stantly and it has always been a huge part of my life as well. I love the fact that some­thing that is fic­tional and not real can have an emo­tional impact on you. To say the least, the enter­tain­ment indus­try is a big part of my life.

Which means I’m also a prime tar­get for spe­cial edi­tions. Or even bet­ter, lim­ited edi­tions! If I have the money I’ll almost always opt for the spe­cial edi­tion then the reg­u­lar edi­tion. If it’s some­thing that I like. Spe­cial edi­tion of Lord of Rings? I’m on it! Lim­ited edi­tion Harry Pot­ter set? Yes! Ulti­mate Edi­tion God of War III? All over it.

What makes these “enhanced” edi­tions so much more spe­cial than the reg­u­lar ones? Besides the price?

It’s the same movie, game, cd, or book. It has what I am really inter­ested in. The main course. And, it has a bunch of bells and whis­tles. I has a lot of things the reg­u­lar ver­sions don’t.

It has per­ceived value.

There’s that phrase again. So basi­cally what these com­pa­nies do is they release the orig­i­nal, bare bones ver­sion. Later on, or some­times at the same time, they release the same prod­uct in new pack­ag­ing and throw in some “exclu­sive” extras. They take the same exact prod­uct, add some bells and whis­tles, and sell it at a higher price.

Your aver­age cus­tomer isn’t going to shell out the extra money to buy some­thing like this when all they want to do is watch the movie, or play the game, or read the book. They don’t care about all that extra fluff.

But for fans of what­ever it may be, buy­ing these spe­cial edi­tions is a done deal from the start. And the more extras there are the more excited they get. Tack on a lim­ited avail­abil­ity and you have a collector’s dream.

The spe­cial edi­tion is just another way to offer the same thing. It may sound like it’s just an easy way to make some extra money. Frankly that’s what it is. But that’s not a bad thing right?

Would this be some­thing you would want to do with your prod­ucts? A lot of mar­keters add tons of bonuses to their prod­ucts to raise the per­ceived value.

Not only do you get a great prod­uct (hope­fully), but you also get these other great prod­ucts for free!

It’s a time­less tac­tic. Here is where the spe­cial edi­tion idea comes in. When com­pa­nies release spe­cial or lim­ited ver­sions of their prod­uct, there are groups of peo­ple that will buy it because of the extras. Then there are other peo­ple that will just buy the reg­u­lar ver­sion because that’s all they want.

If you take your prod­uct and add a bunch of bonuses to go along with you’ll prob­a­bly get a good response. But do you think it would be worth it to offer a cheaper ver­sion that just has the prod­uct itself with­out all the other stuff to go along with it? Would that widen your reach on pos­si­ble customers?

It seems to work for the enter­tain­ment indus­try. I don’t see why hav­ing dif­fer­ent ver­sions of your prod­ucts at dif­fer­ent prices wouldn’t have the same effect.

~Chris

Have you done any­thing like this with your prod­ucts? If not, would you want to? And have you seen another mar­keter take this kind of approach before?

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