| In my experience and research, I've found | | | | return on their advertising investments - |
| that viral marketing can be a positive or | | | | they can't afford to just promote awareness |
| negative advertising method. Some companies | | | | of their products. You can't just produce a |
| use it correctly while others let campaigns | | | | buzz-worthy campaign that people will forget |
| turn negative and spiral out of control. And | | | | the second the advertisements come down. The |
| some people believe that viral marketing | | | | goal is to get the product in peoples' hands |
| campaigns are so expensive that only big | | | | for the viral effect to occur.Can Viral |
| companies can implement them on larger | | | | Marketing Work Offline? And for a Small |
| scales. This, however, is entirely untrue as | | | | Business?Sure it can. I'm sure you've read |
| viral marketing can work for any size | | | | viral marketing success stories involving |
| business. This article will define viral | | | | Hotmail, NetZero, Skype, and even the |
| marketing, describe how it works, and discuss | | | | comedian Dane Cook who used for his viral |
| examples and strategies for small | | | | marketing campaign. This might get a lot of |
| businesses.The specific definition of viral | | | | people thinking that they need large scale |
| marketing differs from person to person. | | | | campaigns that utilize websites, emails, and |
| However, everyone generally agrees that viral | | | | constant updates to online material. But |
| marketing is an advertising method that gets | | | | there's one great example I'd like to share |
| customers to market your products and | | | | with you where a business employed a viral |
| services for you. More specifically, I would | | | | marketing campaign without much use of the |
| say that it's an advertising method that | | | | internet and on a very small scale.A local |
| capitalizes on humanity's predisposition to | | | | gym that I once went to had a great idea to |
| share ideas, make new connections, and, of | | | | hand out free t-shirts if members signed up |
| course, get free stuff.When Does Viral | | | | for their "Guests First" program. They |
| Marketing Work Best?Viral marketing is a | | | | stopped everyone at the door, handed them a |
| touchy advertising method. Use it at the | | | | t-shirt, and told them that they could get a |
| right times with the right products and your | | | | free guest pass every time they wore the |
| name can spread like wildfire. However, | | | | shirt to the gym (the shirt had the gym's |
| employ it incorrectly and you could see some | | | | logo and location on it). To sign up, the |
| very negative results. Viral marketing works | | | | members only had to verify the information |
| best when a product or service is easy to | | | | they gave when they first became a gym |
| use, easy to explain, has a low level of | | | | member. It was a win-win for customers. |
| commitment, and is generally seen as "cool" | | | | Everyone started wearing the t-shirts and the |
| in your customers' eyes. Let's look at these | | | | guest passes started flying. Whenever a guest |
| characteristics in order:Easy to use - | | | | came in, they had to give their name and |
| Because you are having your own customers do | | | | email address to the front desk. Later, an |
| the marketing for you, it is preferable that | | | | email would be sent to the guest to gauge |
| their experience with the product is | | | | their satisfaction with the gym. It also |
| positive. If it's difficult to use and they | | | | acted as a follow-up contact to the guest. |
| dislike the product, why would they refer it | | | | This was, by far, the most intelligent and |
| to a friend?Easy to explain - Your product | | | | well thought out marketing scheme I had ever |
| needs to be simple - that is, people can | | | | seen. The gym built a database of new |
| quickly share it without being bogged down by | | | | potential customers, generated hype about the |
| details. Ever wonder why those videos on file | | | | guest passes in town, put walking |
| sharing websites get passed around the | | | | advertisements out on the street, and, in the |
| Internet so quickly? All you have to do is | | | | end, got more people in the gym. And it was |
| tell a friend about a great video on the | | | | all done on a small scale.Would Viral |
| Internet and give them the link. It's simple | | | | Marketing Work for Your Business?As I said |
| with no explanation.Low Level of Commitment - | | | | before, there are times when viral marketing |
| Finally, your product must have a low level | | | | works and times when it doesn't. You really |
| of commitment. A friend once wanted me to | | | | need to take a close look at your products |
| sign up for one of those Internet pyramid | | | | and the behavior of your customers to see if |
| schemes that offer a free IPOD or flat panel | | | | it's right for your business.Products - Take |
| TV if you get 10 people to join a program. If | | | | one of your cheap, low cost, low involvement |
| you actually follow through with one of these | | | | products and start handing it out for free. |
| things, it takes about 30 minutes to sign up | | | | If you are a service-based business, start |
| because you have to give endless amounts of | | | | offering free trials of your low cost |
| information, uncheck every free email box, | | | | services. Start advertisements about the |
| and finally sell your soul. No one in their | | | | giveaways to get more people in your place of |
| right mind would do this more than | | | | business. Be humorous and ironic - it tends |
| once.General Coolness Factor - It's obvious | | | | to work better with viral marketing |
| that people only want to talk about the most | | | | campaigns. If the products and services get |
| exciting products they use. No one walks up | | | | high visibility, you will see a more viral |
| to a friend and describes the latest | | | | effect. Even if you only carry expensive |
| underwear they've bought. Instead, they | | | | products that get low visibility, research on |
| describe their new cell phone, poster, CD, or | | | | the internet or spy on competitors to see |
| book. If your product is cool, people will | | | | what types of giveaway items have worked for |
| talk about it. And in most cases, the | | | | other businesses. Remember, choose something |
| "coolness factor" can be changed based on how | | | | that people will always see or have a use for |
| you position the product in your customers' | | | | and associate it with your brand and |
| minds. In other words, it's all based on the | | | | business.Customer Behavior - A successful |
| advertising that goes along with it.Viral | | | | viral marketing campaign also relies on the |
| Marketing - The Distant Cousin of Buzz | | | | behavior of your customers. You need |
| MarketingSo we've established that a product | | | | customers who are outgoing, friendly, and |
| itself can bring about a viral result if it | | | | lead an active lifestyle. The more people |
| has the four characteristics. But viral | | | | that surround your customer, the more |
| marketing can still work for products that do | | | | impressions your viral marketing tool will |
| not meet these criteria if you can generate | | | | have. Remember, viral marketing, or any |
| an adequate buzz for them. Buzz marketing is | | | | advertising, works best when you can achieve |
| generated from catchy advertising and works | | | | multiple impressions with the least amount of |
| when your customers talk about your product | | | | effort. The last person you want to test |
| in day-to-day conversation.In recent years, | | | | viral marketing on is some recluse that sits |
| buzz marketing has worked for companies like | | | | inside eighteen hours a day and emerges only |
| Volkswagen and Burger King. However, I'm | | | | to restock the fridge and drive to work. It's |
| saying that buzz marketing has worked for | | | | about getting your customers to do the work |
| these companies - not viral marketing. Buzz | | | | for you and advertising is all about |
| marketing all too often generates hype about | | | | visibility. It only makes sense that you need |
| the ad campaigns that feature the product and | | | | a highly visible customer base to do this |
| not the product itself. Sometimes this can be | | | | type of advertising.Go Out and Do It!Viral |
| negative and divert attention away from your | | | | marketing can work for almost any business. |
| product. Although some would argue that | | | | You know your business and customers the |
| Crispin Porter's attempt at targeting VW | | | | best. Set aside some time in the next few |
| enthusiasts' hearts was genuine when they | | | | weeks to try and think of some great viral |
| came out with the "MyFast" and the "Unpimp" | | | | marketing tactics that you can employ. If you |
| commercials, they do not make me want to buy | | | | think the risk is too great, start small to |
| a VW - an item that definitely falls outside | | | | test the water.Every business has customers. |
| of the four criteria.Sure you can have catchy | | | | Few businesses have fans. The trick is |
| advertising, but make sure it's advertising | | | | turning your customers into loyal fans. Then |
| that focuses on product. Buzz marketing is | | | | you will be surprised at just how easy viral |
| more of an awareness campaign. And in my | | | | marketing really is. |
| experience, small businesses need to see a | | | | |