Last month marked the 20 year anniversary of the beloved Harry Potter book series. For most, the books have become an integral part of our lives. We grew up with the characters, felt their successes, laughed at all of their crazy antics, and mourned their losses. Author JK Rowling did not only create a story for her readers, she created a universal brand. Her strategic marketing approach helped sell over 400 million books and create a 25 billion dollar industry.

So, in honor of the JK Rowling’s achievements and the series’ 20th birthday, here are 5 lessons we at Fabl have learned from the franchise.

1. CREATE BUZZ

Bloomsbury published the first book of the Harry Potter series, Harry Potter and the Philosopher’s Stone, in 1997. 1997 was a time before social media had amassed cult-like followings. Hard to believe, we know. But, this meant that JK Rowling did not have the same advantages as contemporary marketers. Instead she relied on a marketing strategy often referred to as the original social media platform- word-of-mouth marketing.

The core theory behind this type of marketing is that consumers trust other consumers. According to Nielsen, “92% of consumers believe recommendations from friends and family over all forms of advertising”. When brands can promote conversation within their consumer base they become more successful. There is more credibility to a recommendation from a fellow consumer as opposed to a company. Now, with Twitter and Instagram, we have even more ways of inspiring conversation and leveraging word-of-mouth marketing.

2. CREATE A MULTI-CHANNEL APPROACH

Rowling has a distinct online presence which helps her connect to the younger members of her audience. She has social media accounts which she uses regularly, as well as an entire site, Pottermore- which we will discuss further in the next section, dedicated to her brand.

3. CREATE A COMMUNITY

The Harry Potter series has gathered an insatiable cult following. As a result fan sites and fiction began to pop up online. Initially, Rowling and her publishers sent out cease and desist letters to the owners of these sites. However, they soon realized the advantages to letting consumers engage in conversations about the brand. In 2011 Rowling launched the site Pottermore- the ultimate online community for Potterheads everywhere.

In addition to all of this content, Pottermore encourages users to connect and chat with one another via the site. There are a variety of places on the website to chat with and play games with other users. It is engaging and helps foster a sense of community within Pottermore. The site is also free, so anyone can join!

4. CREATE A BRAND IDENTITY

Ask any stranger you meet on the street chances are they will have heard of Harry Potter, the young wizard with a lightening bolt scar on his forehead. They may not have read the books or seen the movies, but the franchise is so well known and identifiable that most anyone can recognize the brand, even if they are not fans.

When you market you need to think about your brand identity- what is important to your brand? What does your brand symbolize? Identify all of the aspects specific to your brand and build an identity around this.

5. GIVE YOUR AUDIENCE A REASON TO RETURN

The last Harry Potter book was published in 2007 and the last movie of the franchise was released in the summer of 2011. It is now 2017 and the demand for Harry Potter products have not waned. Through her online presence, JK Rowling maintains interest in her brand. Every year she reveals little tidbits about her characters’ lives and apologizes for one death from the series. Through Pottermore she also provides a stream of new content for her consumers in the form of short stories and different characters’ backstories. JK Rowling keeps her consumers returning to the Harry Potter world, hungry for more.