Want to Deploy the Viral Bug?
Viral Marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
It is mostly associated with the Internet – where it can obviously be the most successful. Off the Internet it is referred to as “word-of-mouth” marketing or marketing that “creates a buzz”. A viral campaign can also be started with innovative advertising or public relations. Do (or offer) something spectacular, and believe me, it will make its way to chat rooms and email inboxes.
So how can you employ this technique?
In order for a viral marketing campaign to be successful, it should contain at least one of these elements:
• It should give away a product or service. Generally if people are getting something for nothing – and it’s something that they really want or will benefit from – they will tell their friends. These are incentive-based virals.
• It needs to be easily spread or forwarded (i.e. an easy to open email or graphic). Basically a message that will prompt the reader to pass it to others. These are called pass-alongs.
• It needs to not be restrictive. Don’t make people register, have to download special software, etc. Make it too difficult and they won’t pass it on.
• It needs to consider human behavior and what will motivate people. Is it something hysterically funny, an offer that can’t be passed up, or information that will make a difference in their lives?
• It should be something that can easily be added to another website or blog.
Viral marketing is about the masses. It is not about targeting a specific message to a specific group of people. It’s about one telling ten, ten telling twenty and on and on.
What can you do, offer or say that is worthy of a viral message? Is it a promotion that is so unique, that it’s picked up in the press – and worthy of passing on? Is there some funny video tons and tons of people in your community would love to preview? Can you offer some level of extraordinary service for one day only? Something you won’t find in any – or most – jewelry stores?
Just as a great message can be passed and live on forever, remember that negative information can be passed on just as easily. People do check comments on Web sites regarding shopping experiences and quality of a product. Talkers are the greatest influencers and can lend tremendous help or hurt to your brand.
Make it easy. Make it worthwhile. And make it something everyone will want to catch.
Want to discuss viral campaigns for your upcoming project? Email us at suits@fruchtman.com
By Fruchtman on December 1, 2009 :: Filed under Grow,Marketing Planet
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