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Subject: UKNM: Re: Re: Viral Marketing #2
From: Simon Heywood
Date: Mon, 23 Oct 2000 21:47:01 +0100

er, what has happened to Jungle?

Simon Heywood
Zianetti Ltd www.zianetti.co.uk
marketing information technology
email simon [dot] heywoodatzianetti [dot] co [dot] uk
----- Original Message -----
From: "Tim Ireland" <timatdesignercity [dot] com>
To: <uk-netmarketingatchinwag [dot] com>
Sent: 19 October 2000 09:12
Subject: UKNM: Re: Viral Marketing #2


> Alex Bainbridge" <alex [dot] bainbridgeatfirst48 [dot] com> asked:
> > Hi all,
> >
> > We are at the early stages of setting up a viral marketing idea.
> >
> > Our problem is that we only have a small budget for this kind of
> promotion -
> > but we want to give it a go.
> >
> > We are a adventure & backpacking travel tour operator - and want to give
a
> > tour away for a specific viral campaign - our problem is that lots of
> people
> > might end up wanting it - and could probably come up with a way of
signing
> > lots of people up (or whatever is required virally) - and we could lose
> out.
> >
> > Anyone any "too much success" stories for viral marketing?
>
> There have been so many that there is even a term or three:
>
> Flash Crowds: Too many visitors at one time crash your servers, traffic
soon
> dies off as interest wanes, web users give up and move on, and/or word
gets
> around that the site is down.
>
> Opportunism: Many cases of this, not just online, but in real life. Free
air
> miles, anyone?
>
> Death By Success: Too much of a good thing can kill you (see Jungle). You
> can't meet the demand, and your brand suffers accordingly as web users
> lament far and wide that they 'knew it was too good to be true'.
>
> 1. You need someone to take a close look at your offering to gauge what
> weaknesses it may have in terms of exploitation.
>
> 2. Make up a few estimates of what demand may be placed on the offer
and/or
> your servers and make the capacity triple this (at least).
>
> Tim Ireland
> Director of Marketing
> www.designercity.com


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  UKNM: Re: Viral Marketing #2, Tim Ireland

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