Viral Marketing: Are You a Sweeper or a Spreader?
How tightly do you control your marketing message? Are you what I like to call a ”sweeper” who constantly makes sure the message is tight and controlled? If so…WHY?! The purpose of a message is to spread either virally or organically. If you are concerned about your efforts going in the wrong direction, maybe you have the wrong message.
This came up recently during the run to the Super Bowl by the New Orleans Saints. The NFL was so concerned that the phrase “Who Dat” was being used without license that they threatened to sue anyone profiting from the phrase. What a good way to taint a feel good story.
Instead, become a spreader. Allow your message to be shared far and wide. Be like Red Bull who gives away free samples across the world. Use your name and message to promote your product. While you can’t control the entire message, it is better than bottling it up.
Spreading is also easier. Get your product or service in the hands of new customers, without disenfranchising current customers. Remember, as long as you treat your current customers well, they should be loyal. The issue is that current, satisfied customers have already told their friends and family about you. Allow your word to spread beyond those with direct awareness, like a virus.
What message do you want your potential customers to see?
POWER ON–Mark
Tags: actionable, Dynamic Marketing, Power Tips, Red Bull, small business marketing, Unconventional Marketing, Unconventional Thinking, Under-utilized Resources, Viral Marketing
March 10th, 2010 at 12:39 am
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March 17th, 2010 at 9:56 pm
I’m a spreader but I don’t have the means to spread it very far. most of the sweepers are concerned with the potential taint of their message or image. If the message gets perverted and over shadows the true message, then much damage control is needed to recover.
I have had my slogan (She’s not like other girls. We’re not like other jewelers.) mutated to other businesses in group introductions and I love it. It is a fun teas and complement. I would love to get some viral marketing like that going. Publicity is good even if it goes in a different direction than intended as long as it doesn’t become negative.
I would however have issues if someone else changed it and made it much more visible than mine so my slogan looked like the ripoff.
March 18th, 2010 at 10:34 am
Spread away! The more you provide not only the slogan, but the face, you are ahead. It doesn’t need to be about the budget, it can be about the effort and impact. I like that you have fun with your slogan. Be sure to trademark it so it is yours to keep.
I would recommend focusing on the positives, and go full speed ahead. There may be negatives out there, but remember that you can only do what you can do. Live your brand and provide the WOW factor. Your message of good will drown out any bad that may be out there.
POWER ON–Mark
April 20th, 2010 at 8:05 am
[...] of this from a marketing perspective. These runners and those cheering for them are all spreaders. Spreading Confetti, to all those that saw them run. What a great way to spread a message of hope [...]