Three techniques planned from the start of a campaign to keep demand and supply tension high while you sell.
Daniel Priestley's framework, from Oversubscribed, pp. 159 to 164.
Staged release
Release capacity in smaller chunks to the perfect people, with later stages after the first batch sells.
Special or limited editions
Break capacity into variations for subgroups, such as a version for under-30s or medical professionals.
Price rises and time limits
Create a changing price structure based on dates, using genuine deals of a very short period.
From chapter: MANAGING ENERGY, pp. 159–164
Managing energy keeps the buyer-to-capacity ratio unbalanced while you sell, using three techniques planned from the outset: staged release, special or limited editions, and price rises and time limits. Monty Python's 2013 O2 reunion sold out in 40 seconds, then ten shows were announced; Priestley suspects a staged release. The Beatles have released 53 compilation albums as special editions, and Amazon's genuine one-day Kindle deal took his book from about number 2,000 to the top 150. Fake daily deals fail because people check. Only genuine deals of under 24 hours work, ideally on a product-for-prospects.
