From the marketing guru some refer to as, “The marketing giant, that shook up the world of viral marketing,” we witnessed a marketing campaign that rewrote the rules of social media marketing, and is the most popular viral ad campaign in history. The Old Spice “Old Spice Man” viral ad campaign earned the company over 58,000 new Twitter followers in just 48 hours, according to Inc. Magazine. The first video, alone of this campaign series has nearly 55 million views on YouTube.
Are you assuming this marketing phenomenon is something only a marketing beast of a company like Proctor and Gamble could pull off? If so, you’re like me and we are both wrong. In reality, the marketing strategies and practices from this case study can be applied to any size business, and within any budget. Here are 3 strategies we can implement into our own marketing plans and campaigns.
It all began with the video production of a short and edgy commercial. You might remember this as the “Man your man could smell like,” played by the shirtless Isaiah Mustafa. This Old Spice Man persona was manly and memorable, and the video’s content was concise, witty and humorous. Combined, these characteristics set the stage for the perfect viral content, and keep in mind that this stage wasn’t fancy…these viral videos took place in Mustafa’s own bathroom.
While you may not be able to recreate this legendary video, you certainly can create something just as good, on a lower budget. The two things you need are: 1) a strong character and persona, that captures your brand positioning and speaks directly to your target market and 2) a little creativity to come up with catchy content. Personally I always try to incorporate humor into every bit of content I put out there. But if humor isn’t right for your business, you can always speak to some sort of emotion. But I get it…coming up with this creative content isn’t always easy. Luckily there’s help out there from talented video ad film makers, such as DigitalLagos.tv to bring the creativity to life.
Once the creation was made, it hit the public, and it hit us hard…from all angles. Their strategy? In their (ad agency, Wieden & Kennedy) own words, “Let’s just put it out there. Everywhere.” Their ads didn’t just hit our TVs, they distributed it over everything they had: YouTube, Print Ads, Twitter, Facebook, and all over the internet.
But even Procter & Gamble, despite their widespread reach didn’t resort to doing this alone. They strategically selected influencers and celebrities and strategically got them involved. One of those influencers, according to Entrepreneur, was Kevin Rose, founder of Digg.com, who commented on Old Spice’s Man video. Instead of just leaving it at the comment, Old Spice responded with a hilarious, personalize video back to Rose who of course shared the awesome online interaction with his million-plus followers.
Assuming your marketing or advertising budget is $3 a month, instead of running a video ad for $1 on week 1, a print ad for $1 on week two etcetera, throw nearly all of it out in one bang! I know it is scary…but when you put it all out there at once, it means that more people are likely to see it, and to talk about it. Then you end up with “free” advertising from media and influencers, just like Old Spice did with Kevin Rose.
The multimedia distribution strategy and the influencers, like Kevin Rose helped gain awareness, but Wieden & Kennedy knew that they couldn’t run this campaign as successfully without a little help from their fans. As the videos spread, they sparked a response in the form of online comments. And Old Spice welcomed these comments, negative or positive with open arms. As we saw in the previous point, Old Spice responded to a comment made by Kevin Rose, with a personalized, humorous video, with wacky props and shot in the same bathroom as the original. But they didn’t just do this for celebrities and influencers, they spit out over 186 personalized videos over a short 48-hour period of time. In their interview with Inc. Magazine, a Wieden & Kennedy Representative said…
“We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis,” Bagley says. “No one expects to ask a question and then be responded to. I think that’s where we broke through.”
The attention your ad gets could die down just as quickly as it launched, and this of course should be avoided. In order to maximize your investment into that great piece of content…keep the conversation going, and keep them (your fans) sharing. Old Spice shows us the best way to do this. If you want them to engage, you have to engage back, and you have to make it personal. In a world full of digital personalization, this has become an expectation for consumers. You may not be able to spit out the 186 personalized videos in 2 days, but there are other ways to apply this. Examples are: hiring a social media manager to type responses to comments, share a customer’s photo on your instagram, or start a competition that allows your fans to vote. But you might actually be surprised, this 2-day marathon of personalized videos only required a small team of 4 writers, the camera crew and the model. Maybe not so pricey after all…
Whether you are an experienced viral video marketer looking to boost your viral ad campaign strategy, or are looking to develop your first viral video campaign, these 3 strategies will ensure your campaign’s effectiveness. These strategies are all cost-effective and if implemented, will help your viral video campaign gain momentum and reach an audience far larger than you ever expected.
We in digitallagos have never met any business owner who does not want to know some brilliant (and simple) secret of online sales. They pack sales techniques books, articles, advice, visit master classes, conferences… But sales secrets for small business lie in front of their noses without any benefit. Yes, and you, most likely, know these sales techniques and strategies as well… but do not use them. Want to fix it? Let’s go!
Your first contact with a potential customer should not be cold. We are convinced that before you sell something, you need to warm up the relationship with a potential buyer. Buy from a friend is easier than from an absolutely third-party seller who calls you unexpectedly and often at the wrong time.
Get acquainted with your potential customer before you make the first call. Use warm email marketing to build a more personal relationship with every potential customer.
To succeed in online sales, you need a NAME in your digital marketing strategy. By recommending yourself as an expert and a leader in your niche, you will gain the trust of potential clients even before the first time you communicate with them. This gives a huge advantage and increases your chances of success in online marketing.
Let us dwell on a couple of points:
If you want the sales to go well, you should do more than just sell.
Become a client for your clients, so they will go to you with their questions even after the sale closes. Change your status in their eyes from the ordinary seller to the provider of solutions to their problems. If you become a reliable source of help for your clients, they will repeatedly thank you in return.
Scripts are perhaps the most controversial thing in the world of sales. The script conversation kills the sale. When the seller says the learned text, it’s instantly audible. But! Talking to a client without preparation is no less a terrible crime against sales closing techniques.
So one of our next sales secrets to success is to prepare a script for the conversation. However, this should not be a hard script, but rather a cheat sheet. These sales secrets and negotiation skills move will help:
Surprised? Let us explain. Imagine that you got a potential client. Just 1 step prevents you from the sale. You are already looking forward to a successfully closed deal, but… the client is not ready, wants to think, he does not have money, and so on and on…
Getting a lead is not yet a success. You need to work hard to convert it into a client. Concentrate not on the desire to sell but on building relationships.
Already knew all of these strategies? Maybe you did not read about them but intuitively felt that this or that way is right. Now you can safely implement this sales techniques list. We are sure the results will convince you even more!
Still not sure where to start from? Contact digitallagos.tv