The Art of the Queue: How Brands Turn Waiting Lines into Marketing Gold
In an era of instant digital gratification, there's something peculiarly fascinating about seeing hundreds of people voluntarily waiting in line for hours or even days. From the latest iPhone launches, exclusive streetwear drops to a seemingly humble bubble tea, these queues have become a powerful marketing phenomenon that continues to shape consumer behavior and brand perception.
The Strategic Queue: A Marketing Masterstroke or A Tacky Stunt?
Yes, companies do pay people to queue for their launches – a practice known as "line sitting" or "professional queuing." This tactic has evolved from a spontaneous occurrence into a sophisticated marketing strategy that creates buzz, generates media attention, and fuels FOMO (fear of missing out) among consumers.
Masters of the Queue: Brands That Set the Standard
Several brands have perfected the art of queue-based marketing:
1. Apple: The tech giant's iPhone launches are legendary, with companies paying line-sitters $100-250 per day. Apple subtly encourages these queues by providing amenities to these sitters and having staff engage with the crowds, creating a festival-like atmosphere.
2. Supreme: The streetwear brand has built its entire business model around artificial scarcity and long lines. The "Supreme drop" has become a cultural phenomenon, with professional line-sitters earning substantial amounts to wait for limited releases.
3. Gaming Console Launches: Both Sony and Microsoft orchestrate elaborate launch events for their PlayStation and Xbox releases, combining long queues with midnight launch parties and exclusive giveaways.
4. F&B Launches: Food and beverage is an essential item and in places where they are the first to be launched in the country, especially if it’s a renowned brand elsewhere, be it doughnuts, cream puffs, burgers or bubble tea, you can expect queues of people that help add to the hype of the official launch. Some are puzzling while some might be ‘genuine’ buzz created organically; you be the judge of that!
The Asian Queue Revolution
The practice of professional queuing has reached new heights in Asia, where it's not just a marketing tactic but a legitimate service industry:
Japan
- Professional line-sitters ("yoyaku-tetsuke") are in high demand for limited-edition food items and restaurant openings
- Sushiro famously paid people to form queues when launching new locations to create a "popular restaurant" image
- Pokemon merchandise releases regularly generate massive queues
China
- "Paipai" (professional queuers) are organized through sophisticated apps and WeChat groups
- Luxury brands frequently employ this tactic for product launches
- Real estate developers use paid queuers to create artificial buying frenzies
- Some malls and restaurants hire fake customers to appear consistently busy
Singapore
- The "kiasu" (fear of missing out) culture drives queue marketing
- Property launches and restaurant openings regularly employ professional queuers
- The Shake Shack opening saw paid queuers waiting for days
- Hello Kitty promotions at McDonald's led to the development of professional queue management systems
The Rise of Queue-as-a-Service
A fascinating spin-off of this phenomenon is the emergence of professional queuing services where consumers pay others to wait in line for them. In Bangkok, "queue-fixers" charge around 700 baht ($27) to secure spots at popular Michelin-starred restaurants. Singapore's iQueue startup offers services ranging from $20 for one hour to $250 for 18 hours of queuing.
Digital Evolution: The Virtual Queue
Modern brands have adapted queuing psychology to the digital realm:
- Harry's razor company generated 100,000 sign-ups in a week through a virtual waiting list
- Robinhood gained nearly a million users pre-launch through a gamified referral queue system
- Monzo created engagement through a transparent waiting list where users could see their position
Effectiveness and Considerations
When executed well, queue marketing can:
- Generate substantial earned media coverage
- Create social proof of product demand
- Build community among brand enthusiasts
- Drive social media engagement through user-generated content
- Establish product exclusivity and desirability
Key Considerations Before Implementation
It might sound like a quick win and low hanging fruit to take advantage of but is it suitable for all brands?
1. Authenticity: While paid queuers can jumpstart interest, the strategy works best when there's genuine consumer demand to sustain it.
2. Market Fit: Queue marketing is most effective for products with strong appeal against scarcity and/or affordability.
3. Cultural Context: What works in Singapore might not work in New York – understand your market's relationship with the queuing culture.
4. Resource Management: Ensure proper crowd management, safety measures, and amenities for waiting customers as this might backfire on you socially if the other organic customers are unhappy and start complaining.
5. Digital Integration: Consider how physical queues can be amplified through social media and digital engagement.
6. Brand Alignment: The strategy should align with your brand's positioning and values. Not all brands think “queues” equal desirability.
How This Trend will Evolve
As consumer behavior continues to evolve, the art of queue marketing adapts accordingly. While some brands are moving away from physical queues in favor of digital alternatives, others find continued value in creating these obvious spectacles of demand.
The key lies in understanding your audience and crafting experiences that transform the simple act of waiting into a memorable brand moment. Hai Di Lao does this pretty well and turn it into almost like their trademark queuing experience for customers by providing them with snacks, refreshments and even nail services.
Whether physical or digital, the psychology behind queue marketing remains powerful: people value what they have to wait for, and the sight of others waiting makes us wonder what we might be missing out on.
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Citations:
https://kickofflabs.com/blog/5-small-businesses-made-it-big-with-prelaunch
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https://fastercapital.com/topics/creating-a-buzz-with-exclusive-launch-events.html
https://viral-loops.com/blog/buzz-marketing/
https://queue-it.com/blog/influencer-marketing-strategy-product-launch/
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