Imagine you’re the head of marketing at a theme park, and you’re charged with announcing a major new attraction. You need to create new ways of spreading ideas….. What would you do?
Well, the old rules of marketing suggest that you pull out your wallet, you’d probably spend millions buying your way into people’s minds by interrupting them with TV spots, billboards by the side of the road, and other whacky advertising techniques. You might also hire a big PR agency, who would beg the media to write about spreading ideas about your attraction.
The traditional PR approach requires a self-congratulatory press release, claiming that the new attraction will bring about world peace by bringing families closer together. That’s not what Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort did. When she launched The Wizarding World of Harry Potter, she used a whole new approach.
In contrast, other large entertainment companies would have spent millions of dollars. Interrupting everyone in the country with old-rules approaches. Super Bowl TV ads, blimps, direct mail, and magazine ads. Instead, Cindy told just seven people about the new attraction, and those seven people told tens of thousands more.
Then mainstream media listened to those tens of thousands. They wrote about the news in their newspaper and magazine articles. In TV and radio reports, and in blog posts. Cindy estimates that 350 million people around the world heard the news that Universal Orlando Resort was creating The Wizarding World of Harry Potter theme park.
The Viral Buzz
One of the coolest things about spreading ideas on the Web is that when an idea takes off, it can propel a brand or company to seemingly instant fame and fortune. For free. Whatever you call it—viral, buzz, word-of-mouse, or word-of-blog marketing—having other people tell your story drives action. One person sends it to another, then that person sends it to yet another, and on and on.
The challenge for marketers, is to harness the amazing power of word-of-mouse and to learn about other people’s success. You can then apply some of their ideas and lessons in your own word-of-mouse efforts.
As you will learn, the formula for success includes a combination of some great—and free—Web content. A video, blog entry, interactive tool, or e-book that provides valuable information. Which is ground breaking or amazing or hilarious or involves a celebrity, plus a network of people to light the fire and links that make your content very easy to share.
For decades, the only way to spread our ideas was to buy expensive advertising. Or persuad the Media to write or broadcast about our products and services. Instead, organizations have a tremendous opportunity to publish great content online. Content that people want to consume and that they are eager to share with their friends, family, and colleagues.
Word-of-mouse is the single most empowering tool available to marketers today.
You can share your ideas by creating your own viral marketing strategies and campaigns. Learn how by getting this FREE BOOK NOW.