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Subject: Re: UKNM: Viral Marketing raises its ugly head (again)
From: Chris Heathcote
Date: Fri, 22 Dec 2000 11:31:11 GMT

on 20/12/00 11:05 am, Chris Thomas wrote:

> I am the target audience you describe above! I've been a programmer
> for 13 years, it's just that at the moment I seem to be 'oozing'
> toward marketing.

Sammir. I'm a robotic engineer by trade, turned into a Perl programmer, and
now a planner.

> But where's the fun in that? :) Anyway, that's publishing proper,
> which a lot of people are doing very well already. I just want to get
> our name out there - we've been in business (computer book retail)
> over 10 years, yet not many people have heard of us.

There seems to be a (simplistic) view that viral marketing schemes have to
be wacky or, at least, zany. I think this is because the infamous
pass-arounds (Mahir etc.) were funny. However, I can't think of a
marketing-led viral campaign that worked that was funny (extra marks given
to those that can think of any viral campaigns that did actually work).

Everyone seems to want to do these viral campaigns, yet I see few where some
real thought and effort has gone into the idea and production. Here's the
deal: you have to give away something of value. Shocking, isn't it? If
people actually value something, they'll pass it around (whether it's legal
or not ;) ).

> I think I've (somehow) got the level of addictiveness right, but the
> 'viral' thing is slower than I'd imagined. Any ideas?

*sits on hands* ;)

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  Re: UKNM: Viral Marketing raises its ugl, Chris Thomas

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