Brand Awareness through Viral Marketing

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Brand Awareness through Viral Marketing
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Critical points

• The way we communicate has changed
• Obviousness
• Use the right tools
• Strategy must come first

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iPhone video
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About Blendtec

• Small Manufacturer

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About Blendtec

• Manufacture

• Commercial Products
• High-performance blending and dispensing
  equipment for restaurants, etc.

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About Blendtec

• Manufacture

• Commercial Products
• High-performance blending and dispensing
  equipment for restaurants, etc.

• Home Products
• Commercial grade blenders, mixers and grain mills

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Pre-WIB

• Commercial Grade Home Products
• - Weak Branding
• - Weak online sales

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The Big Idea - Will it Blend?

• Video extreme blending
• a common practice at Blendtec
• unknown to the rest of the world
• Distribute videos on the web

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Light Sticks
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WIB Key Components

• Worth Watching
• Business objective
• Sponsored by
• Real
• Interactivity
• Comments
• Suggestions of what to blend next
• Simple user subscription

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Risks

• Surrender control of the message upon
  distribution
• Scrutiny
• Distribution is global (you cannot limit
  geographic location)

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WIB Results

• Online Views

- 66 Million
- 100 Million

• Subscribers 250,000

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WIB Results

• ales

• Total Blender sales up 700

• Pull through Impact in commercial products
• Brand awareness Retail and Commercial

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Status
35 Most Subscribed (All Time) 13 Most
Subscribed (All Time) Directors 28 Most
Subscribed (All Time) Partners 83 Most
Viewed (All Time) 28 Most Viewed (All Time)
Directors 70 Most Viewed (All Time) - Partners
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Media Coverage

• National TV
• The Big Idea
• Today Show
• iVillage Live
• Tonight Show
• Food Network
• History Channel
• Discovery Channel

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The Big Idea
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Media Coverage

• National TV
• The Big Idea
• Today Show
• iVillage Live
• Tonight Show
• Food Network
• History Channel
• Local TV coverage

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Media Coverage

• National TV
• The Big Idea
• Today Show
• iVillage Live
• Tonight Show
• Food Network
• History Channel
• Local TV coverage
• Magazines/Newspapers
• Internet Retailer Magazine
• Newsweek
• Wall Street Journal
• Wired

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Media Coverage

• Online Blogs / Sites
• Wall Street Journal
• Engadget
• NY Times.com
• BusinessWeek.com
• Forbes.com
• Ad Age

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Media Coverage

• Online Blogs / Sites
• Wall Street Journal
• Engadget
• NY Times.com
• BusinessWeek.com
• Forbes.com
• Ad Age
• Mention in US Congress

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Media Coverage

• Online Blogs / Sites
• Wall Street Journal
• Engadget
• NY Times.com
• BusinessWeek.com
• Forbes.com
• Ad Age
• Mention in US Congress
• International Buzz from Beijing to Budapest

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CNBC News
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Wave of the Future!

• Small companies can have a BIG online presence
• Old School vs New School
• 83,000 ad horse and buggy

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Wave of the Future!

• Small companies can have a big online presence
• Old School vs New School
• 83,000 ad horse and buggy
• 50 viral campaign the sky is the limit

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George Wright

• VP Marketing and Sales
• Blendtec
• Gwright_at_blendtec.com

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