See the "viral marketing" is the title, some may be puzzled. How the virus was stained with the marketing side of it? As "atypical pneumonia" This kind of virus do not have enough powerful marketing, and why it needs marketing?
In fact, viral marketing is not for viral marketing, but to those that encourage target audiences to market information passed like a virus to others, so that the visibility and impact of geometric growth rate to generate a marketing strategy. This strategy can be less expensive resources, the information quickly in a short period of time, the explosion of thousands of consumers to pass.
Analogy, the enormous power of viral marketing is like a small pebble into a calm lake, the moment seems to have stirred up a small ripple, instant lake resumed quiet, but wait, and you will see ripples in the ongoing extension of the layers, just a few minutes, the entire lake from the shocks are. This is the viral marketing appeal. A well-thought viral marketing strategy will be this small ripple to unimaginable speed out indefinitely, which in turn plays an unexpected effect.
In their essence, viral marketing is not a new concept, we usually say it's "word of mouth", "create a good reputation and popularity of the word," "grass-roots communication" and "relationship marketing" there is no difference, only difference is that more use of viral marketing, marketing on the Internet. A recent writer in China, some of the media and the website to see a lot about viral marketing presentation, but the focus on how Internet companies are using viral marketing. In fact, in the United States, there are many traditional companies are now aware of the impact of viral marketing power, and the traditional marketing model incorporates up with some business or even to use as a product Tuiguang and brand building De core Celue.
Case 1:
Pepsi in the use of viral marketing
Started to keep a secret, silent
The marketing people, the most difficult is how to understand consumer thinking and to convey its messages to their brains. The usual approach is to maximize the sound transmission of information, the greater the expectations of the voice, the higher the probability of being heard. But the virus has had a more sophisticated approach: they can find a way to use one looked totally do not seem to take the industry closer to its own carrier path and thus firmly attached to the carrier body. Viral marketing is one of the pioneers in the Mountain Dew PepsiCo beverage marketing plan, to the children a chance: Let the children as long as the collection of 10 drink vouchers to buy 35 U.S. dollars be sent together with Pepsi, you can take to a Motorola pager. Pager in the child mind is cool stuff. Of course, the children may be responsible for purchasing their own pager service, while PepsiCo is entitled to a week to send these kids drink Pepsi paging information.
Case 2:
INTUIT company free of charge by the first
Was obtained in a steady stream of income
Virus is usually a very patient gadgets. Many carriers of the virus in their bodies stay for a long time, and some even take years before carriers start to their request "return"; electronic virus usually is not easy to sneak into a suspect's hard disk, and then waiting for them to pre-set onset time (such as Michelangelo's birthday), when that day came, as Tigers down, give them a slap in the face of the carrier. INTUIT QUICKEN company extremely popular personal financial management software is so initially started out. It is a very basic information from the start: If you order this product, then do not spend a penny. If you open the product in the 8 minutes that this product can not give you any increase in labor productivity, then tear up the invoice enclosed with the product, you will not owe the company any money. Of course, the vast majority of users not in just 8 minutes, will be able to clear their balance of payments situation in order, but they also found that the software that they have no lack of help, start can not do without it. The result is obvious: only a small amount of traditional media advertising spending, the software has accounted for the world's personal financial management software market share of 70%. In addition, the company does not spend a marketing and promotion expenses, sales of the large number of ancillary products, such as checks and software upgrades.
Case 3:
Nike disguised himself as a vector
Not a virus
An innate ability to camouflage the virus, they can easily dissolve itself into any one thing, they can not be the body's immune system, or computer operating system to see through. They either enter the body cells or small objects on the gene, or access to a computer software system and disguised the existing programming languages. Marketing can be learned from this phenomenon of such a principle: to become the carrier of their own. Nike to learn this. Although the company has hundreds of millions of marketing money, still frequently used viral marketing and push this strategy perfectly. First it's "Just Do It" marketing program it, Nike high top recruit world-class sports stars do product spokesperson, and then to 40,000 dollars per second, the United States won the Super Bowl ad time to buy advertising, and with overwhelming product promotion and gifts, so retailers willing to work for him. But think about it, these are not it that everywhere, affixed with a "Just Do It" the little label a greater role. The label even into the Webster's dictionary, out of sequence in American culture. Those originally skeptical of marketing and advertising planners, and two movie prison guard, now are all with ironic use of the term, and each time they say the word, is helping to promote Nike products.
Case 4:
TUPPERWARE (Tupperware)
Fully exploit the weak link where the strong
Sociologists have long found that there are many informal social contacts between individuals than those who appear to have strong social relevance to specific groups of people more influential. Of the virus in those links appear to be more fragile been extended. Just think of the virus in the network - which can be said of numerous weak link assembly of virtual communities on the development will understand this. In the business world, this strategy is to use multi-marketing strategy in many companies the most instinctive way, such as personal and household products manufacturer TUPPERWARE (Tupperware), Amway and Mary Kay, etc. all use this method . In each place, they found a number of strategies are individuals, they find that a lot of strengths is the weak link, so use these links to sell products or services. For example TUPPERWARE, it finds some communities, such as the suburbs, where to open a number of parties (Party), the parties use their products. All parties on the face of it are non-commercial: their houses, make their own food, their friends, but the whole party in a very important social interaction is to promote TUPPERWARE products. Social interaction and business activities have become in harmony, are inseparable.
Case 5:
Microsoft's ongoing investment
Finally reached the pinnacle of success
The development of the virus only when they reach the most productive time will really be hard to make up for disaster. In other words, only when the virus through its growth in the number of carriers to reach a certain level, the danger to man captured by eye. A virus, double the year. In the first year, it accounted for only 1% of carriers, it is difficult to be perceived, to the second year, it is tiny, only 2%, but in the first five years, it accounted for 16% - and then, suddenly, it spread, until the out of control. If you use viral marketing strategy, you should be aware of the principle is the same, because that has a deep influence on ductility is not achieved overnight. That is why Microsoft, even though DOS and WINDOWS operating system has its advantages, but the true masters of the market is still spent a lot of time. Today, Microsoft's operating system has occupied 95% of the world market as much as the world's estimated 85 million computers running Microsoft's operating system. Because the characteristics of its own viral marketing people can not rely on it overnight, but usually after several years or even decades to show its effect.
The American tradition of viral marketing enterprises have accumulated practical experience and guiding principles, traditional Chinese enterprises should have some reference value. Hope that viral marketing can "invade" China more, all kinds (not just the network enterprise) business, an enterprise open thorn "dull" and a sharp consumer marketing weapon.