Viral Marketing | Andy Sernovitz | Damn, I Wish I'd Thought of That!

Tag Archives: viral marketing

The bargain that makes advertising work

November 16, 2011

Advertisers have a deal with consumers: You give us entertainment or information, and we’ll give you attention. (And if you don’t deliver your part of the deal, we’re going to ignore you and resent you for wasting our time.) As we discussed in yesterday’s post about Nike’s advertising: If you’re spending the money to make [...]

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Strive for this

November 15, 2011

Do you make ads so good that people send them around as inspirational messages? Do you make ads so good that people watch them weekly? Do you even try? When you create a TV ad, you’re paying to send a message to millions of people. You have an obligation to go for greatness. Example: I [...]

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This is not word of mouth marketing

June 14, 2011

Here’s an extraordinary example of bad taste: Indonesian marketer Sumardy Ma sent coffins to media outlets in an attempt to create controversy for his new book about word of mouth marketing. People thought it was some sort of terrorist intimidation campaign and he was arrested. On behalf of all word of mouth marketers, I want [...]

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Is your advertising good enough to create passionate fans?

May 13, 2011

Coke created an amazing experience: The Coca-Cola Happiness Machine, designed to make people smile. 3,500,000 impressions on YouTube so far, comparable to a great ad. But it’s actually so much more powerful than that. Because most of those views weren’t paid ads forced on a viewer trying to watch a show. Those views were shared [...]

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Is viral marketing the same as word of mouth?

October 18, 2007

Seth Godin writes today that viral marketing is not the same as word of mouth. Paraphrasing: he says that word of mouth is a diminishing function that dies as it gets passed along (I assume he’s referring to offline WOM), and viral picks up steam as it travels. (Read the full post here.) I see [...]

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Barnes and Noble: Get into the community

October 16, 2007

Imagine if every company had someone in every town whose only job is to make customers happy. That’s what Barnes and Noble does with their very cool “Community Relations Managers.” Most stores have one. Their job: Host local events, handle special requests, and basically do anything that helps bring books into the community. I love [...]

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