question: Why people make huge lines in front of stores just to buy a product. Ex: Apple new launches
comment: Obviously not an Apple fanboy. It's the same reason why you line up for the first midnight showing of a new movie or the midnight release of a new game. Bragging rights and self satisfaction. Except with Apple if you don't get in line they could actually run out of your desired model at your store and you could be pushed to a 3 week to 2 month shipping delay.
passages: The website TV Tropes has named its page for the phenomenon where a product's appearance in media creates demand for it in the real world, sometimes sufficient enough for a manufacturer to make a real version of one that had previously only had a fictional existence, "The Red Stapler". Root says when he shows up on sets today, the crew has usually ordered several boxes of Swingline red staplers and left them waiting for him.
  
  Section::::In other media.
  
  Section::::In other media.:Video game.
   Another risk involves wrongly timed (or wrongly placed) events, which may actually be perceived to be against the interests of the consumer. For instance, in an ill-conceived promotion which took place on January 31, 2007, several magnetic circuit boards—each with an flashing LED cartoon figure—were attached to metal surfaces in and around Boston, Massachusetts to promote the animated series, "Aqua Teen Hunger Force". The circuit boards were mistakenly taken for explosive devices. Several subway stations; bridges; and a portion of Interstate 93 were closed as police examined, removed, and (in some cases) destroyed the devices.
   BULLET::::6. Scarcity – As part of supply and demand, a greater value is assigned to products that are regarded as either being in high demand or are seen as being in a shortage. Therefore, if a person is convinced that they are purchasing something that is unique, special, or not easy to acquire, they will have more of a willingness to make a purchase. If there is trust established from the seller, they will want to buy these items immediately. This can be seen in the cases of Zara and Apple Inc. who create demand for their products by convincing the public that there is a possibility of missing out on being able to purchase them.
   Through the experience and the ephemeral feelings shared between the company and the target, advertisers and agencies generate a feeling of intimacy that resonates beyond the encounter. This feeling of nearness becomes all the more lasting as the affected individuals relive this encounter on the internet through social media.
  
  Section::::Strategy.
   Showcase has been covered in the media usually during the Christmas holiday season as a place to find unique gifts or to find out in person how the novel and unique products “really work”. This interest has been generated because these products are not typically available for customers to try until they have been purchased, usually from the U.S., while in store customers are able to test the products for themselves or receive a demonstration. Showcase has been featured on:
  
  Corporate Media
  
  BULLET::::- ICSC.org, “U.S. a big draw for international retailers eager to expand”
   Product demonstration
  
  In marketing, a product demonstration (or ""demo"" for short) is a promotion where a product is demonstrated to potential customers. The goal of such a demonstration is to introduce customers to the product in hopes of getting them to purchase that item.
  
  Products offered as samples during these demonstrations may include new products, new versions of existing products or products that have been recently introduced to a new commercial marketplace.
  
  Section::::In-store.
   Teaser campaigns are the ultimate creative advertising strategy which bodes well if a brand wants to be perceived as innovative, original or imaginative. Through inter-related advertising content, the brand has the chance to reveal to the consumer small parts of the final message at its own pace. Often, the messages the audience are receiving are so imaginative, that they create interest but don’t get figured out easily. A good example of this was internet campaign "Got Milk". In the US, viral messages about how cow abductions were said to be increasing were being shared around and as people speculated and theorized as to why this way happening, the campaign revealed the punch line; aliens were stealing the cows as they knew the benefits of drinking milk! This served as a sort of public service announcement to increase nutritional awareness and boost the milk industry (Trehan and Maan, 2012).
   Other businesses apply the technique of sending disguised people to promote things on the streets. For example, match.com organized a street marketing activity in the “Feria del Libro” (“Book Fair”) in Madrid. It consisted of a man dressed like a prince who was walking among the crowd looking for his “real love”. He had a glass slipper and even got to try the shoe on some people. A woman behind him was giving bookmarks to the people which contained messages such as “Times have changed; the way to find love, too” or “You have been reading love stories all your life; experience yours on Match.com”. Also, in Madrid and Barcelona, Nokia developed a campaign called “Avestruz” (“Ostrich”) to promote the 5500 and 5700 mobiles. In the campaign, a group of real-size ostrich puppets tried to interact with young people in order to let them know these mobiles provide a high-quality MP3 playback. The puppets were holding their own telephones and listening to the music. When a young person appeared, the puppet tried to catch his/her attention to show him/her the quality of the mobile. The reason why Nokia decided to use ostriches was that they are big animals, so people could easily look at them.
   New products such as frozen food items were unsought till they are advertised using media vehicles or by word of mouth marketing. Once the consumer is well educated about the product, the good goes on to become a sought good. For example: A new smartphone with exclusive features is an unsought good until the consumer hears about it. Once the smartphone is widely known among customers, it becomes a sought good. A classic example here is the Apple iPhone. Consumers are unaware that they want it unless told about it.
   There are also people who enjoy queuing for the latest consumer electronics and then destroying them with a hammer or other object in front of the other people waiting in line to purchase the same item. "Smash Our Stuff" is the name a group of Canadians go by, who have in the past been paid to smash a brand new iPod Nano out of the box.
  
  Section::::Professionally.
  
  In Washington DC it has been reported that lobbyists and politicians employ "professional line sitters" to wait in line for them at various hearings.
   Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon," while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products. Apple Store openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening. The opening of New York City's Fifth Avenue "Cube" store in 2006 became the setting of a marriage proposal, and had visitors from Europe who flew in for the event. In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore. The high level of brand loyalty has been criticized and ridiculed, applying the epithet "Apple fanboy" and mocking the lengthy lines before a product launch. An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website.
   Pretail demand is growing in consumer retail: electronics, movies, music, video games, books, fashion, software apps, connected devices, cars, toys, cosmetics, art, events, etc. This trend is being driven by companies to enhance new product development, better organize product releases, lower market risk, and increase early fan adoption. Large companies such as Amazon and Apple are pre-tailing new products to measure demand, manage supply chain market dynamics, and monetize fandom anticipation. Small companies are embracing crowdfunding platforms such as Kickstarter and Indiegogo before product realization to test product-market fit, fund manufacturing, and build fandom community. Consumer involvement with products and services pre-launch is becoming mainstream according to industry experts on consumer behavior trends.
   Sony Ericsson used an undercover campaign in 2002 when they hired 60 actors in ten major cities and had them accost strangers and ask them: "Would you mind taking my picture?" The actor then handed the target a brand new picture phone while talking about how cool the new device was. "And thus an act of civility was converted into a branding event.
   Section::::Examples.:Ambushes of Apple.
   The newest trend is to have moving pictures on clothing. The first instance of this was done at the 2003 Rugby World Cup, where "Telstra girls" wore T-shirts outfitted with a small television screen and a DVD player, called "TelePAKs". This was duplicated in the United States in 2004 with "Adver-Wear" "T-Shirt TV®" (www.t-shirttv.com) that made its debut advertising the film "I, Robot".
  
  Section::::Tattoos.
   Due to the rise in advertising clutter, there has been a push for non-traditional media such as guerrilla marketing. Guerrilla Marketing is usually a low-cost way of generating buzz through creative or unexpected communication platforms. Outdoor settings provide potential ground to gain attention from a large audience. An example is customizing street infrastructure or creating an event such as a flash mob. Research rates guerrilla advertising as having a higher perceived value compared to other communication platforms, which tends to result in a positive consumer response. An example of successful guerrilla marketing was created by Volkswagen (VW) in their promotional "driven by fun" campaign, where consumers could use VW "fast lane" slide instead of the escalator to get to the bottom of the stairs faster.
   In early 2012, Nike introduced its Make It Count social media campaign. The campaign kickoff began YouTubers Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries. They promoted the #makeitcount hashtag, which millions of consumers shared via Twitter and Instagram by uploading photos and sending tweets. The #MakeItCount YouTube video went viral and Nike saw an 18% increase in profit in 2012, the year this product was released.
  
  Section::::Purposes and tactics.
   Some segments take aim at specific brands and companies. One example was directed at Cadbury and their "Joyville" campaign which promoted a 10% increase (from 200gm to 220gm) in the size of the family blocks of chocolate which "The Checkout" portrayed as ironic given that Cadbury had previously reduced the blocks by 20% from 250gm to 200gm. Another was on Anaconda Mountain Bikes which are sold as such but are actually built for road-use only.
   First, enterprises identify the public places where the campaign can be developed such as beaches, cultural events, close to schools, sporting events and recreation areas for children. Next, companies have to develop a plan to get close to different media and the target market. In order to attract attention, street marketing events not only involve unusual activities, but use technology as part of the events. The purpose is to increase the value of the campaigns and get potential consumers' attention.
   Many online marketing strategies also use social media such as Facebook and LinkedIn to begin campaigns, share-able features and event host events. Other companies run competitions or discounts based on encouraging users to share or create content related to their product. Viral videos are an incredibly popular form of guerrilla marketing in which companies film entertaining or surprising videos that internet users are likely to share and enjoy, that subtly advertise their service or product. Some companies such as Google even create interactive elements like the themed Google logo games to spark interest and engagement. These dynamic guerrilla marketing tactics can become news globally and give businesses considerable publicity.
   The web is rife with examples of guerrilla marketing, to the extent that many of us don't notice its presence - until a particularly successful campaign arises. The desire for instant gratification of internet users provides an avenue for guerrilla marketing by allowing businesses to combine wait marketing with guerrilla tactics. Simple examples consist of using 'loading' pages or image alt texts to display an entertaining or informative message to users waiting to access the content they were trying to get to. As users dislike waiting with no occupation on the web, it is essential, and easy, to capture their attention this way. Other website methods include interesting web features such as engaging landing pages.
   As traditional advertising media channelssuch as print, radio, television, and direct maillose popularity, marketers and advertisers have to find new strategies to get their commercial messages to the consumer. Guerrilla marketing focuses on taking the consumer by surprise to make a big impression about the product or brand. This in turn creates buzz about the product being marketed. It is a way of advertising that increases consumers' engagement with the product or service, and is designed to create a memorable experience. By creating a memorable experience, it also increases the likelihood that a consumer, or someone who interacted with the campaign, will tell their friends about the product. Thus, via word of mouth, the product or service being advertised reaches more people than initially anticipated.
   As stated before, one guerrilla marketing conventional method that is used by many businesses is to provide fliers. The goal is to create awareness on the customers about what the enterprise is doing. One example of this took place in Montpelier, Vermont, where the New England Culinary Institute (NECI) sent a group of students to a movie theatre to hand out 400 fliers. Those fliers had coupons in which NECI was inviting people to go to its monthly Theme Dinners. Another company, Boston's Kung-Fu Tai Chi Club, chose the option of disseminating fliers instead of placing its advertisements on the newspapers. The purpose of the fliers was to promote the company's self-defence classes for women.
   Another instance are landing pages, used by many businesses on their company websites and social media platforms. These are pop-up type boxes that appear over the web page encouraging the site user to follow them on a certain platform or sign up to their newsletter. Sometimes these are optional, and sometimes they are compulsory, where the user can only access the content if they follow the steps. This technique is often used to enable companies to keep in contact with their potential customers via their news feeds or email inboxes.
  
  Section::::See also.
  
  BULLET::::- Guerrilla marketing
  
  Section::::Sources.
   Often, coupons for the product are distributed as part of the demonstration. Some demonstrations consist of coupon distribution only.
  
  Demonstrators may be employees of the store where the demonstration is being performed, employees or the manufacturer of the product, or independent contractors who work for a temp agency. Most are not trained to seek out customers likely to buy the product.
  
  Section::::In-store.:Advantages.
  
  In-store demonstrations allow potential customers to touch or taste a product before they buy.
  
  Section::::In-store.:History.
  