Sold over 3M Kits, $60M
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Created by David Kapel
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Sold to museum stores by FoundObjects.com (now RIP)
Martin’s First Websitec. 1999
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Why Viral 1: Engage Dinosaur Brain (Fun & Simple)
Simple, fun, ubiquitous.
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Why Go Viral 2: Create Brand Advocates
Refrigerator = Advocacy
Q: Hey, what are these words on
your fridge?
Cool Answer: Magnetic Poetry
Kit
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MPK Brand Ideal: Exploration
Jim Stengel defined 5 Brand Ideals:
Inspiring ExplorationEliciting Joy Enabling ConnectionEvoking PrideImpacting Society
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Why Go Viral 3: Align Marketing & Distribution to Product Ideals
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Cool Museum Stores & Small Gift Stores = reinforce “exploration”
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Today Phones, Pads + Cool Websites = “exploration”
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Then: distribution = viralNow: distribution = viral
Different Distribution Channels
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Now: Use Crowdsourcing
Platforms crush websites
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Now: Use Crowdfunding04/07/2023 13
Why Go Viral 4: Existing Tribe04/07/2023 14
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Viral Marketing: 3 Critical Success Factors (CSFs)
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Viral CSF #1: Process Is Product
STOP: Whatever you are doing NOW is a product, SHARE IT & Begin To Build ADVOCACY.
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Viral CSF #2: Know Your UCA & USP
UCA = Unique Customer AspirationsUSP = Unique Selling Proposition
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Viral CSF #3: Build DIGITAL (mobile, social, connected) First
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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.
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Viral Marketing CSFs
① Process Is Product.
② Know Your UCA and USP.
③ Create DIGITAL
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Contact Marty
• @ScentTrail (Twitter)• ScentTrail.Blogspot.com (Marketing Blog)• CureCancerStarter.org (cool 501c3 project)• [email protected] (work)• [email protected] (personal)• Martin W. Smith (G+)• www.linkedin.com/in/martysmith1980vc/
