viral marketing lessons learned from magnetic poetry kit
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.TRANSCRIPT
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/