How Elvis Made Money From His Haters

When Elvis went into the army for two years in 1958, this ingenious marketing strategy helped keep his brand and business alive. Back in the day, Elvis was becoming one of the greatest products on earth. So in 1956, his manager signed a merchandising deal with famed merchandiser Hank Saperstein for $40,000 to turn Elvis into a brand name. It worked with over 50 different products, ranging from charm bracelets to record players scarves to teddy bear perfume. Elvis merchandise brought in $22 million in one year, but it also revealed a growing hatred towards Elvis and his style of music. His manager saw dollar signs in that hate. He printed and sold I hate Elvis buttons in order to profit off of the growing negative sentiment between the years of 1958 and 1962. These buttons sustained Elvis brand while he was away in the army and unable to perform. Like learning about legendary marketing campaigns, subscribe to the HubSpot Marketing Channel.