Viral Marketing Seeding on Food Processors

[wheesh]

We sell a lot of kitchen electricals including the US brand Cuisinart. News of the Threshers 40% discount voucher and interest it created got Cuisinart in the US excited.

The European marketing team didn't want to know as it is a preimum brand and there is potential damage to the brand and the risk of upsetting distributors of the brand.

[mod: removed this paragraph as it contains commercial details]

It would've been nice to have had some time to plan but we can only run it until next Wednesday, December 20th

[jont]

voucher code of xxxxx at wheesh.com to receive 30% discount ....... any ideas where we could seed the ideas

You could always try posting the information onto threads on the forums you visit asking for advice - seems liks a good a place as any to start to get the info out there - just be careful it does not come over as spam as this may be counter productive

[Stereo Steve]

I didn't have the nerve to post that.

[Duncan Allan]

Viral marketing is promoted through peer groups and identified trend setters.

It has long been used by marketing agencies who have sought out the specific person to whom they give the product away. Then by word of mouth and fashion icon status the item becomes a must have.

So in relation to the specific brand it may be less successful unless you can seek out a key market player who would accept the freebie and then promote it. However in this scenario you are not the brand owner and so everyone who sells it will benefit from your promotion!

Viral marketing works organically and is not suited to a short time frame such is the case here.

Duncan

[jont]

Viral marketing is promoted through peer groups

most viral campaigns are low key for brand awareness / promotion without the viewer knowing they are being sold too or making the campaign so funny / interesting it is worth posting on to your mates.

Using specific prices and discount codes does not really fit this type of campaign as it is very unlikely to be picked up and spread to millions unless it is an iPod for £20.00.

In this case there is also a potential issue in losing the distribution rights if you don't have the full backing of the company which may be OK if the short term benefits of additional sales outweighs the long term brand building and sales network

[Duncan Rounding]

just be careful it does not come over as spam...

It did to me I'm afraid.

[cdicken]

It did to me I'm afraid.

And to me. I have removed the paragraph containing the commercial details.

[jont]

.. best edit my quotation of the original then...

[wheesh]

Hi Chris,

Sorry, it wasn't meant to spam.

[cdicken]

No worries - it's our rule of thumb never to allow prices in posts, as it can easily lead to someone else coming along with lower costs etc. etc. and can get a little ugly.

I agree about the point about viral marketing needing a long time frame. It's exponential generally - it starts terribly slowly, and then gains momentum.