Houdini’s magical marketing strategies

ABSTRACT

This exploratory study examines the marketing techniques used by the legendary magician Harry Houdini to catapult him to the top of the entertainment field for more than thirty years. A qualitative research technique is used which is based on a blog post instrument, self-selection sample, and word cloud analysis. While Houdini’s marketing strategy was employed more than a century ago, his visionary business ideas are still highly relevant today to small and medium-sized companies as well as global business leaders. Houdini’s three key marketing strategies were based on promotion (creativity and branding/positioning), marketing planning and research (preparation and competitive intelligence), and product quality. Five strategic implications (lessons learned) are provided for marketing practitioners. A research agenda for marketing scholars is offered.

KEYWORDS:

• Entrepreneurial marketing
• creativity
• customer value
• promotion
• Houdini
• entertainment marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).