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