Re: Viral Marketing

From: Adrian Cooper <adrian_at_cooper.net>
Date: Tue 21 Dec 1999 16:03:46 -0000

RICHARD PESTES WROTE:
> Can anyone offer examples or case studies of viral
> marketing campaigns that have worked, or even not
> worked?

TO WHICH ERIK DAFFORN REPLIED:
> We often use the term "seeding" because it has a less
> ominous connotation. The metaphor works, too, because
> if it's done well, nature takes its course and the
> mindshare grows nicely, as long as you check back now
> and then to make sure that weeds aren't overtaking your
> plant.

People should also not underestimate the reach and
respectibility of a well thought out personal email
signature file either.

Although your signature file should be restricted to 4
lines, you can quite legitimately use those 4 lines to
convey any message, commercial or otherwise you want
to. You could for example say something like:

your name and job title, e.g. CEO your company name
promotional message, e.g "the ultimate ecommerce
service" Be sure to visit us today at:
"http://www.yourwebsite.com"

Make a point then of posting on-topic, legitimate
articles, preferably as part of an ongoing thread which
you did not start necessarily, to as many relevant
lists and news groups as you can. This way you are
making a worthwhile contribution, while getting your
message across to a wide and relevant audience, and
without spamming!

I don't know whether this meets the somewhat vague
definition of "viral marketing", but it is legitimate,
totally acceptable and can be very effective indeed.

Adrian Cooper.




Received on Tue Dec 21 1999 - 10:03:46 CST