View
4.045
Download
0
Category
Preview:
DESCRIPTION
Viral Marketing, the art and science of creating marketing that springs legs and walks around the world, has never been more important or urgent. These slides share tips learned from launching the mega-viral Magnetic Poetry Kit, now a $60M specialty gift.
Citation preview
Martin W. Smith (G+)@ScenatTrail
Martin.Smith@Atlanticbt.com
Sold over 3M Kits, $60M
04/07/2023 2
Created by David Kapel
04/07/2023 3
Sold to museum stores by FoundObjects.com (now RIP)
Martin’s First Websitec. 1999
04/07/2023 4
Why Viral 1: Engage Dinosaur Brain (Fun & Simple)
Simple, fun, ubiquitous.
04/07/2023 5
Why Go Viral 2: Create Brand Advocates
Refrigerator = Advocacy
Q: Hey, what are these words on
your fridge?
Cool Answer: Magnetic Poetry
Kit
04/07/2023 6
MPK Brand Ideal: Exploration
Jim Stengel defined 5 Brand Ideals:
Inspiring ExplorationEliciting Joy Enabling ConnectionEvoking PrideImpacting Society
04/07/2023 7
Why Go Viral 3: Align Marketing & Distribution to Product Ideals
04/07/2023 8
Cool Museum Stores & Small Gift Stores = reinforce “exploration”
04/07/2023 9
Today Phones, Pads + Cool Websites = “exploration”
04/07/2023 10
Then: distribution = viralNow: distribution = viral
Different Distribution Channels
04/07/2023 11
Now: Use Crowdsourcing
Platforms crush websites
04/07/2023 12
Now: Use Crowdfunding04/07/2023 13
Why Go Viral 4: Existing Tribe04/07/2023 14
04/07/2023 15
Viral Marketing: 3 Critical Success Factors (CSFs)
04/07/2023 16
Viral CSF #1: Process Is Product
STOP: Whatever you are doing NOW is a product, SHARE IT & Begin To Build ADVOCACY.
04/07/2023 17
Viral CSF #2: Know Your UCA & USP
UCA = Unique Customer AspirationsUSP = Unique Selling Proposition
04/07/2023 18
Viral CSF #3: Build DIGITAL (mobile, social, connected) First
04/07/2023 19
Why Go Viral Summary
① Engage Dinosaur Brain (FUN & SIMPLE).
② Create Brand Advocates.
③ Align Marketing & Distribution To Brand Ideals.
④ Create An Existing Tribe.
04/07/2023 20
Viral Marketing CSFs
① Process Is Product.
② Know Your UCA and USP.
③ Create DIGITAL
04/07/2023 21
Contact Marty
• @ScentTrail (Twitter)• ScentTrail.Blogspot.com (Marketing Blog)• CureCancerStarter.org (cool 501c3 project)• Martin.Smith@Atlanticbt.com (work)• MartinSellingzoe@aol.com (personal)• Martin W. Smith (G+)• www.linkedin.com/in/martysmith1980vc/
Recommended