| The world of marketing has changed. With | | | | try to tie in with recent dramas. |
| increasingly better educated and more | | | | |
| skeptical consumers, marketing methods must | | | | An example of effective viral marketing in |
| be increasingly accountable.Questions being | | | | the wake of the London bombings is |
| asked by CEOs and business owners from the | | | | demonstrated by the following email widely |
| largest companies through to the smallest | | | | distributed around the world:"Hi All,Don't |
| solo operators include:· How can you be | | | | usually forward emails but thought this may |
| more confident about your ability to quantify | | | | be a good idea.Following the disaster in |
| your return on your marketing investment?· | | | | London . . .East Anglican Ambulance Service |
| How can you prove the effectiveness of your | | | | have launched a national "In case of |
| marketing?· How can you define, measure | | | | Emergency (ICE ) " campaign with the support |
| and take action on your return on | | | | of Falklands war hero Simon Weston.The idea |
| investment?· How can you match your | | | | is that you store the word " I C E " in your |
| marketing to meet your corporate goals and | | | | mobile phone Address book, and against it |
| expectations?· How can you predict what | | | | enter the number of the person you would want |
| would happen to sales if the marketing budget | | | | to be contacted "In Case of Emergency".In an |
| were cut?· How can you forecast the impact | | | | emergency situation ambulance and hospital |
| of your marketing program on your sales?· | | | | staff will then be able to quickly find out |
| How can you integrate modern marketing | | | | who your next of kin are and be able to |
| methods into your existing marketing | | | | contact them. |
| plans?· How can you convince your boss | | | | |
| that marketing does deliver measurable | | | | It's so simple that everyone can do it. |
| results?· How can you convince your boss | | | | Please do.Please will you also email this to |
| to increase and not decrease your marketing | | | | everybody in your address book, it won't take |
| budget?One of the emerging tools that answers | | | | too many 'forwards' before everybody will |
| these questions is viral marketing. Viral | | | | know about this. It really could save your |
| marketing describes any strategy that | | | | life, or put a loved one's mind at rest. |
| encourages individuals to pass on a marketing | | | | |
| message to others, creating the potential for | | | | For more than one contact name ICE1, ICE2, |
| exponential growth in the message's exposure | | | | ICE3 etc."By acting on the incident, viral |
| and influenceWord of mouth marketing and | | | | marketing has spread this message quickly, |
| personal referrals or recommendations from | | | | and cheaply, around the globe.5. Make It |
| peers are the most powerful marketing tools. | | | | Interesting To Create BuzzWe have become |
| Email and the Internet have extended this by | | | | rather immune to a number of tactics commonly |
| providing technology that induces Web sites | | | | used to generate attention. Spam emails, free |
| or users to pass on a marketing message to | | | | offers etc. are often overlooked in a sea of |
| other sites or users, creating a potentially | | | | similar materials received daily. Always |
| exponential growth in the message's | | | | think outside the box in order to make and |
| visibility and effect.A sort of word of | | | | impact. |
| mouse!And this is easily measured through | | | | |
| using web statistics and sales data. So how | | | | A good example of this is the recent US made |
| do you get results by your customers, | | | | TV commercial featuring Paris Hilton for a |
| clients, subscribers or program members | | | | burger chain.PR expert Don Crowther said |
| promoting your service for you?Here are five | | | | recently "it cost the chain eight to ten |
| easy ways to turbo-charge your viral | | | | million dollars to air the commercial, plus, |
| marketing efforts and quickly spread | | | | probably another million or two in |
| enthusiasm about your product or service.1. | | | | production, Paris's fees, and website |
| Collaborate With Thought-leaders In Select | | | | production fees.But what did it do for sales? |
| "Communities" of InfluenceThe more | | | | Same store sales revenues at Carl's Jr. |
| influential the group and aligned with your | | | | increased only 1.7%, at Hardee's just 0.7%. |
| target market, the more likely you are to | | | | |
| have success. This requires research, | | | | Sounds like a great investment to me - Spend |
| communication and understanding of your | | | | 8 to 12 million dollars, get back $1.1 |
| target market and affiliated, or potentially | | | | million in sales."On positive side Don adds |
| affiliated, businesses.2. Offer An | | | | "the ad has generated a significant amount of |
| IncentiveMost people are motivated by | | | | controversy, a reported 802% increase in web |
| rational self-interest. Offer something they | | | | searches (though I seriously question how |
| really want like a holiday, free knowledge or | | | | many people were coming to the Carl's Junior |
| education, discounts, or package deals. Just | | | | and Hardee's sites before...), 4 million hits |
| as your company will benefit from their | | | | on the spicyparis website, free showings on |
| involvement, offer a benefit in return.3. | | | | news shows, several petitions against it, and |
| Follow-up With A Personal | | | | some franchisers refusing to run the ad.So, |
| ApproachRelationships are always strengthened | | | | unquestionably, it generated buzz."Whether |
| by personal interaction. Often your emailed | | | | scandal, drama or incentives are being |
| expression of interest or offer may be one of | | | | utilised it is important to capitalise in |
| thousands received daily by a company. A | | | | order to make your viral marketing effective, |
| follow up phone-call or meeting will develop | | | | measurable and noticed.Thomas Murrell MBA CSP |
| a more personal relationship and strengthen | | | | is an international business speaker, |
| your company's involvement. This also allows | | | | consultant and award-winning broadcaster. |
| time to negotiate with the company directly | | | | Media Motivators is his regular electronic |
| and better identify with their needs.4. Make | | | | magazine read by 7,000 professionals in 15 |
| It ImmediateViral marketing works when you | | | | different countries.You can subscribe by |
| consider news values such as drama, | | | | visiting Thomas can be contacted directly at |
| consequence and immediacy. Be aware of what's | | | | +6189388 6888 and is available to speak to |
| happening in the community and the world and | | | | your conference, seminar or event. |