The holidays are a great time to reach out to current and potential clients. The reason: holiday greetings and online gifts provide an excellent opportunity for viral marketing. Viral marketing is a marketing strategy that facilitates and encourages people to pass along a marketing message voluntarily. Like regifting, only they can be regifted a gazillion times. Viral marketing typically involves messages, greetings or information that are free, interesting or fun and leverage existing and easy to use communications networks, like email. Viral promotions may take the form of video clips, interactive games, images, or even….fruitcakes.
The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population. The more creative or relevant…the better chance it will passed on, or regifted, like a fruitcake.
To demonstrate, suppose someone, like us, sent you an online gift like… a fruitcake. Well what are you supposed to do with the gift of fruitcake? What does anyone do with the gift of fruitcake? Regift!… That’s the spirit of viral marketing. This year, people went nuts for our greeting our ‘do-it-your-self’ fruitcake. We sent it to our core email list, along with an option to ‘regift’ it others. We also sent out a link on our Twitter, and other social networks.
The result: an increase in traffic to our Web site and our blog, and multitudes of positive comments from regiftees. The positive word of mouth that we built with our simple holiday gesture is priceless from a marketing standpoint, and the perfect example of a successful viral marketing campaign.
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