Tag Archives: viral

Which came first the egg or the credit card?

I’m often surprised by how many times I’ve been asked by friends & clients to help them name a business or service, as they believe, once they have the name sorted, everything else will fall into place, but this isn’t the best way to do it (but it can work sometimes). What comes first the product or the name? (when I say product I’m referring to your company, services, products), hopefully you will say the product.

Depending on how you market yourself, ie your company name explaining what you do as a company may be vital, or it may be irrelevant. eg Kwik-Print informs you that they’re a printers and they’re quick, while the name MacDonalds has nothing to do with fast food. You should try avoiding negative connotations within the name, and if you’re using a descriptive name you need to get to the point, plus whatever you end up with it should be as memorable as possible or even unforgettable.  Of course you can break all the rules and end up with a name that’s descriptive, an oxymoron, has negative connotations yet still unforgettable. I own no paper™, it has the word “no” in the name (can’t get much more negative than that!), it’s descriptive yet an oxymoron, as it says exactly what we don’t do as a company, we don’t do anything that involves using paper, yet it’s unforgettable.

So if you agree that the product comes first, then surely the next step is, defining your goals, your service offerings, your branding etc well, not exactly, the most important aspect of your business, no matter what industry you’re in, it’s your customers, without them you don’t have a business, plain and simple, so what your customers get out of your product is key to everything. The more you can make your name about what they want & not what you do, the better. Here’s an example, if the benefits for you customers is to help them in their day to day lives and to help them achieve new goals etc, then you’re obviously having a positive affect on them. So, you should be focusing your naming efforts on the outcome for your clients and not on you & your services. You should be looking at the positive results of your service, not the service itself, your audience & customers will only be interested in the results, so that’s where you need to hook them.

Here’s a list of things you should consider before finalising your name and in this order as well.
Your Mission
Your Vision
Your Core Values
Your Unique Selling Point
Your Emotional Selling Point
Your Brand
Your Tagline / Strapline
Your Identity
Your name (Yeah sorry about that, but it’s way down here!)
Your Logo

Briefly, your mission sets the goal for your organisation, it’s purpose. Your vision is more personal and motivational, a driver to help you fulfill your mission. Your core values are the very essence of what you or your company stand for, strip away everything else and the core values remain, they will be your compass in good times and bad times. Before I move on it’s important to understand the importance of this. Your values become the very glue that holds your company together, your values are things you either know already or discover, you can’t invent them or fake them. Plus they must not be confused with your service offering (ie Disney’s core purpose is to make people happy, not build theme parks or make cartoons). Your unique selling point is what makes you different from the competition. The emotional selling point is how customers will feel about using you or your service. Your Brand is your promise, it reflects your Core Values, but note your brand is what your customers think & perceive about you, it’s what they walk away with, it’s important that you live up to your promises and deliver them. Your tagline, supports your brand, it says in words what you can’t necessarily express with a picture or icon. Your identity is the visual element that supports your brand & it’s message (note that, audio, smell, taste & touch are elements to some companies/products identity & brand). Then we get to the the name & eventually your logo.

Of course you can always ignore this entirely, and just come up with a name that has absolutely nothing to do with your product, then market the hell out of it. Egg did it with their credit card & bank services, it’s not unforgettable, but it’s certainly memorable, plus it’s been very successful. Of course marketing alone won’t make your business a success, it’s your customers that make your business a success, so focus your efforts on your customers, as they’re the best viral marketing campaign you can ever have, remember, make your business viral, not your marketing.

9 Out of 10 Cats With Opposable Thumbs Prefer Facebook!

I caught this advert at the weekend, I thought it was wonderful… although it didn’t make me want to rush out to buy some Cravendale milk! Also worth noting is Cravendale have created an online campaign around this advert, encouraging viewers to follow them on Twitter or like their Facebook page, buts what’s telling is that they have 33,ooo Facebook fans but only 3,500 Twitter followers, or another way of saying it, is that 9 out of 10 cats with opposable thumbs prefer Facebook! (maybe I’m getting my advertising messages confused!)

you should follow me on twitter here

If Ad Agencies Did Birthdays

Getting your message across in an engaging and amusing way, especially when making fun of yourself is a great approach, the agency John St, have done just that. They’ve managed in a subtle way to show that they know what they’re talking about and how with their approach they can help future clients achieve the same results, but rather than showcasing a large campaign, they’re created a client case study of a child’s birthday party!

And of course, the proof is in the pudding, the video is itself becoming viral, genius!

I first saw this in Phil’s Unionversity site.

Busking? There’s an App for That!

Here’s a wonderful example of grass roots viral marketing, or is it?

when you have a need to get as large an audience or following as possible…

Start by (and the is the hardest part of all) with an original idea, something remarkable

then make it easy for users to pass on links of your product or discuss it, by utilising social media networks

to create as big a buzz as possible try to piggyback off a product or brand that already has a huge buzz and audience who are already talking about it, as yours will benefit immensely from this brand association, in this case the iPhone… but be careful with this, choose your brand association carefully, it needs to be aligned to your own core values and brand proposition, plus don’t get dwarfed, you want people saying how good your product is, not how good your viral marketing idea was!

In this case I think the later may happen, but it’s still a wonderfully inventive idea and should boost Atomic Tom’s recognition and standing (I certainly hope it does)

if you like the tune you can get it on iTunes

via Engadget

The Social Media Revolution Fad

As I’ve re-quoted before “Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital“ Aaron Levenstein

This video makes compelling reading/watching, but read between the lines, there’s more to this than meets the eye, major changes are unfolding in the social media environment, information/data/ID aggregation is becoming the new hot potato, the shift is about linking you to the stuff you want to know in a transparent & convenient way.

For more info & a list of quotes & stats go to the socialnomics blog

Also check out a brilliant and ballsy presentation by Marta Kagan entitled What the F**K is Social Media: One Year Later

Also note Marta doesn’t use the that annoying Social Media Expert moniker, she calls herself a Bonafide Marketing Genius, now that’s a great job title! (as long as you live up to it of course, although reading her blog, it looks like she does)

Organic Fusion Engineer

I dislike job titles (especially inflated ones), I never use one myself, your actions define what you do for a living, not your business card.

If you excel at your work, you won’t require a job title, you probably won’t need business cards either, as everyone will already know what you do & who you are, as you’ll be the person they’re talking about & respect, the person they go to when they need things done really well.

There are times you can put an inflated job title to good use, when you want something to talk about or set yourself apart from the rest of your field, Organic Fusion Engineer is a fun job title I saw on a carpenters business card, I used him because he was recommended, and I’ll always remember the work he did, but I’ll never forget his job title!

Macworld 2009: Apple Introduces The MacBook Wheel

In a keynote presentation to end all keynote presentations, Phil Schiller replaced Steve Jobs to introduce the revolutionary MacBook Wheel. Watch the video for more information.

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