Viral videos...viral campaigns...viral marketing...viral blogging...the term "viral" is one of the top blogged words on the net today. From industry leader Seth Godin - whom practically invented the concept of permission marketing - to the once a week recreational business blogger, VIRAL (aka word of mouth) marketing is a hot topic.
Agencies, small business owners and marketing pundits all contemplate how to construct the next great viral campaign. Money is spent, markets researched, demographics studied...all to increase the awareness of a product(tangible item, service, or brand.) The million dollar question: with all the information, tips and tricks on-line and around the concept of viral advertising, WHY do so many of these campaigns FAIL?
The answer is simple - the Aforementioned Product! Has your organization spent as much time making sure your product is desired, something needed, something that the world will see as remarkable? The legend and lore of advertising is that it can sell just about anything, and truth be told it can help. BUT the number one factor in success is offering a product or service that is needed, that is polished and that provides an INCREDIBLE user experience.
Seth blogged today commenting, "Maybe the reason it seems that price is all your customers care about is that you haven't given them anything else to care about." Also today he inquired as to why people use those weight machines in turnpike rest stops.
The answer to both of his questions as well the "viral" dilemma above is that companies and organizations too often provide consumers with a product that does NOT elicit emotions.
The iPod never gets compared on price. A consumer's desire to have an iPod is the same as a consumer's media based desire to be thinner or healthier. And the iPod viral marketing would be another cute project had the iPod not been such an incredible product in both design and functionality.
Does your company or organization offer products that instill emotional pride in your customers or does your organization simply make cute ads?