Word of mouth has always been the best marketing mechanism. It always will be the best marketing mechanism.
Just take a look at this chart from the UK’s Henley Centre, which puts numbers to something we inherently know.
This is not exactly news. People trust people they know more than people they don’t know. This is particularly true when the people they don’t know have a vested interest. And it is especially true if those people are involved in that nasty business of advertising.
Thanks to technology, word of mouth is on steroids. Technology makes word of mouth- these days called viral marketing- a very potent ally of great products and smart marketers… and a very potent threat to bad products and ham-fisted marketers.
If you look at marketing that goes viral as a bullseye model, you can see that as you move outward you find bigger circles of less influential people. Meanwhile, packed into the center are a group of super-influentials. Depending on your task at hand, these super-influentials might be anyone from a movie star to a rapper to a passionate person with a well-read blog.
By definition, a marketing virus must start slowly and while you can start the process, your management of that expansion process ranges from loose to non-existent. Be patient.
A few additional things to always keep in mind:
-Recognize that going viral can be good or bad: Monitor the marketplace vibe. Pay for a good search tool to scan the web to alert you when people start to work against you and your strategy. Get on top of it early and often. Fight back, but softly and from a position of truth. If you try to bullshit someone in this arena, it most definitely will come back to haunt you.
-Understand that this type of marketing effort fits some tasks better than others: Marketing with the aim to go viralÂ has a place within a surprisingly wide range of categories. It’s inexpensive, so go through the process of applying it to your business- then decide whether to actively use it as part of your larger marketing plan. Don’t dismiss it before you’ve fully explored its potential- but don’t ignore the potential harm that can happen if you’re not sufficiently on your guard. This type of marketing is definitely a two-way street.
A great example of a successful viral campaign was one organized by the folks behind the film The Blair Witch Project. The movie was average, at best, but because such a mystique had been built up around it before its premiere, by the time everyone realized what they were watching, it had already made more than $100 million.
Tellingly, there have also been a number of accidental viral marketing events. The television drama 24 had its hero use a specific cell phone number. Hard core fans of the show attempted to dial that number to discover, humorously, that the writers had used one of the crew members’ numbers. As the phone rang ceaselessly, crew and cast took turns answering. It was all very spontaneous, and it felt that way- and because of that, the number spread like wildfire on the web. Now you can find many more planned examples that followed in the footsteps of this happy accident- bridging product and fans with a genuine experience in connectivity.
Take these lessons to heart. Experiment. Be smart and be patient. With some truth and a lot of luck, your efforts will pay off.
Austin McGhie is Sterling’s head of strategy