It’s been the ‘latest’ hot thing for years now, and is invariably brought up by managers who think they have discovered that holy grail of marketing – publicity that catches the public’s imagination, yet is (almost) totally free!
Viral marketing is what used to be called word-of-mouth, boosted by an added kick of something that encourages individuals to actively pass the good news on to their mates. Amusing or quirky videos on YouTube have long been seen as the hottest ticket in town, creating your own computer game is another, as is giving product away to key parts of the target market. However our view here, having been through this with a number of clients over the years, is that it’s not as universally applicable as many believe it to be, nor is it free. Give it a try, by all means, but we would suggest the following caveats:
1. Most people don’t have the time to endlessly email their friends about their latest favourite consumer goody or experience. Viral marketing may be effective for 12-25 year olds, not so great for everyone else.
2. A good video – even a three minute short for the web – needs top-notch planning, scripting and production. These things take a lot of time and do not come for free. The more effortless and catchy a video seems to be, you can bet the more resources went into it.
3. Giving stuff away for free to spread the word – no problem if it’s small, cheap and, above all, disposable. If it’s not, then the process is cumbersome, expensive, and you’re cannibalising your own market.
4. Many kinds of viral marketing rely on good old advertising to get them going and sustain them, and that doesn’t come for free either.
The list goes on, but don’t get me wrong. We have no objection to promotions that use humour or something a little bit different in order to get a buzz going. We just ask that marketing managers think first before they promise the Finance Director that they won’t be needing any budget this year. Lifting your advertising profile above that of your competitors requires more than just a fertile imagination. Lots of resources and cash are needed too.
