Launching CornerBarPR.com

1
(No Transcript)
2
Spreading a New VirusPart 1

• The Marketing Prescription
• that Gives You a Buzz

3
Viral Marketing

• Avalanche Marketing
• Buzz Marketing
• Cascading Style Marketing
• Centrifugal Marketing
• Digitally-Augmented Word of Mouth
• Exponential Marketing

4
More Viral Marketing

• Fission Marketing
• Grassroots Marketing
• Organic Marketing
• Person-to-Person Marketing
• Propagation Marketing
• Referral Marketing

5
Still More Viral Marketing

• Ripple Marketing
• Self-Perpetuating Marketing
• Self-Propagating Marketing
• Wildfire Marketing
• Word-of-Mouse Marketing
• Word-of-Mouth Marketing

6
Buzzword of the Year - 1998

• The award for Internet marketing buzzword of the
  year goes to
• viral marketing.
• --Iconocast, 16 Dec 98

7
Earliest Citation 27 Sep 89

• Ernst Whinney
• Compaqs v. Macintosh SEs
• People stood in line for the Macs
• Its viral marketing, said John Bownes of City
  Bank. You get one or two in and they spread
  throughout the company.
• --Tim Carrigan
• PC User

8
Viral Marketing I

• Viral marketing is the promotion of a service or
  product by using existing customers to pass along
  a marketing pitch to friends, family, and
  colleagues.
• --Paul McFedries
• The Word Spy

9
Viral Marketing II

• Viral marketing is network-enhanced word of
  mouth.
• --Steve Jurvetson
• Draper Fisher Jurvetson

10
Viral Marketing III

• Viral marketing is a marketing phenomenon that
  facilitates and encourages people to pass along a
  marketing message.
• 
  --NetLingo

11
Viral Marketing IV

• Viral marketing is advertising that propagates
  itself.
• --Unknown

12
Viral Marketing V

• Viral marketing describes any strategy that
  encourages individuals to pass on a marketing
  message to others, creating the potential for
  exponential growth in the messages exposure and
  influence.
• --Dr. Ralph F. Wilson

13
Viral Marketing Our Take

• Viral PR and marketing techniques are those that
  cost little or no money and that, either alone or
  with careful encouragement, can spread
  information, virus-like, from recipient to
  recipient until the information or buzz has
  reached a critical mass.
• --CornerBarPR.com

14
Unfair!

• We believe that the Internet provides an unfair
  competitive advantage to nimble startup
  companies. A good idea can spread like wildfire,
  if its business model maps to the medium. Viral
  Marketing adds fuel to the fire.
• --Steve Jurvetson Tim Draper
• Draper Fisher Jurvetson

15
Word of Mouth

• For the majority of consumers, TV advertising is
  not a big influence in their decisions on which
  car to purchase.
• --Cap Gemini Ernst Young
• Reported by Mark Ramsey
• Radio marketing Nexus

16
Amazing Stat

• Word of mouth was cited as most important by a
  whopping 71 percent
• of respondents.
• Direct mail was a distant second at
• 48 percent.
• --Cap Gemini Ernst Young
• Reported by Mark Ramsey
• Radio marketing Nexus

17
The Good News

• Extremely Low Cost
• Great Credibility
• The recipient usually trusts the source
• Can grow exponentially
• Can quickly knock out or discourage competitors

18
Friends and Family

• The majority of people rely more than ever on
  friends and family, rather than advertising or
  editorial, to decide which restaurants to try,
  places to visit, prescription drugs to purchase,
  hotels to stay in, and videos to rent.
• --Roper Research
• Reported by Mark Ramsey

19
Evangelists

• Produce a superior product, get people
  enthusiastic, and theyll become evangelists.
• --Advertising Age
• Reported by Mark Ramsey
• Radio Marketing Nexus

20
(No Transcript)
21
Notebook Computer

• Made it around the world in what? two days?
• Video

22
So, Whats the Catch?

• Can be slow
• Inefficient
• Totally out of your control
• You cannot control the message
• You have to trust
• Your key points may be lost

23
Guerilla Marketing

• Any targetable, far-reaching, high-frequency and
  low-entry-cost marketing tactic falling outside
  the realm of television, print, and radio.
• --Erik Hauser
• Swivel Media
• www.SwivelMedia.com

24
Guerilla Marketing Methods

• Street Teams
• Poster Sniping
• Stenciling
• Product/Service Sampling
• Street Theater
• PR Stunts
• Human Billboards
• Ambush Marketing
• --Swivel Media

25
(No Transcript)
26
Intel Pentium

• Floating Point Division Problem

27
Yawn
28
(No Transcript)
29
(No Transcript)
30
Craigslist.org
31
(No Transcript)
32
Pin Drop
33
(No Transcript)
34
(No Transcript)
35
(No Transcript)
36
Care for Nooner?

• Houlihans Restaurants
• Arnold Worldwide-St. Louis
• Double-entendre-laden Nooner promo
• www.HaveANooner.com
• Guerilla tactics
• Small ads in alternative weeklies
• They simply ask, Care for Nooner?

37
(No Transcript)
38
Loose Lips Sink Ships
39
All together now,

• Wassup?

40
End of Part 1

• Continue to Part 2
• http//www.CornerBarPR.com/presentations/StLouis2.
  ppt