Posted by Christopher Stevenson
Scholastic Books had a great run for the past 11 years or so, thanks in large part to Harry Potter. But now they have a problem. Harry is done and Scholastic has to find a way to keep their success rolling. Their solution? 39 Clues.
39 Clues blends a series of books with a detailed Web site, trading cards, contest
s, and a movie deal, kind of like a literary Webkinz. Kids read the books ($12.99), buy the cards ($6.99), and play games (free) to try and find the 39 clues that unravel the mystery to the Cahill family's power.
I'm impressed with Scholastic's efforts to try and do something different. They've invested some serious dough into 39 Clues to try and build a hit and expand their market. I love the idea of a multimedia approach to reading, especially when it's geared toward kids who tend to be disinterested in reading. Nevertheless, I wonder if it's sustainable and repeatable.
To its credit, Scholastic is running the entire campaign over the course of just two years; it's not planning on letting readers mature out of the series. (Keep in mind that most young adult book trends last only a few years; Harry Potter is the exception.) But what's the future of the program? Can Scholastic successfully spin 39 Clues into new, profitable series, or is it just a one-off? The cards and Web presence are unique, but will Scholastic be able to do similar projects without fans feeling like they've been there and done that.
It's a challenge many organizations face when doing a promotion or product launch. We invest significant time and money into projects that we hope will differentiate us from our competitors, but often succeed only in short-term gain; we are back at the grindstone a year later trying to come up with the next great idea. We mistake tactics for strategy and short-term goals for long-term gain.
The challenge is to find and use the tools that help us scan the marketplace and think long-term. Blue Ocean Strategy (a must read) offers a number of great resources, including the strategy canvas, four-actions framework, and PMS map, but it's not the only game in town. What works for you?
