Flick Off: Powerful Viral Marketing
Flick off!
How do you create a powerful viral marketing campaign?
Clearly identify and know your target market.
Really know them – what they do, where they go, how they think, what motivates them, how to grab their attention and how to speak their language. (How much of that do you know about your target market?)
That’s a lot of research and most marketers can’t be bothered and most business owners don’t want to invest the money to do that. But when you do the success of your marketing efforts is almost guaranteed. (Sun Tse, the ancient Chinese philosopher said “All battles are won before they are fought.)
So if your market was teens and 20-somethings, how would you approach them?
Be clear on your message.
You want them to reduce energy usage. You want them to start by turning off lights. Long term you want them to become more environmentally aware and responsible.
Simple message but tough sell.
Be clear on the motivation.
We have ten years before global warming becomes disastrous.
Yeah, yeah, we’ve heard it all before: how can I make a difference?
Create a memorable slogan.
Flick off. Wait a minute. Doesn’t that look and sound a lot like f…. off?
Yes, it does and that is the brilliance in the slogan. Flick off is a harmless yet suggestive phrase that could become a new catch phrase – the secret of viral marketing. Flick off speaks the language of this target group. It is memorable. It is provocative – the best way to be both viral and memorable.
Flick off is powerful branding because it is controversial, and a good brand fans the flames of controversy. Read earlier posts about branding principles and the example of Death Cigarettes.
Pick strategic partners.
So if your market is teens and 20-somethings, who do you think would make great business partners? How about Virgin Mobile, (Sir Richard Branson), Roots and Much Music?
Richard Branson becomes the celebrity spokesperson, Roots sells T shirts emblazoned with the edgy slogan and Much Music TV personalities trumpet the message.
Flick off you say?
Yeah, hard to imagine. But that would be a powerful marketing campaign. Well, it is real and it was launched this week in Canada. Imagine that - a bold new marketing campaign to help our dear planet earth started here in Canada. Only in Canada you say - pity!
Flick off. It’s official. The marketing campaign to save us from Global Warming is alive and well in Canada.
The partners in this program are Virgin Mobile, MuchMusic, Roots, Environmental Defence and the province of Ontario. (My kudos to the provincial government for their willingness to invest in such a bold and controversial program.)
Flick Off Summary
For teens and 20-somethings, Flick off, be more energy-responsible.
For older folks bothered by the language – get real and think about the big picture.
For business owners and marketers - a practical marketing lesson.
Sounds like a win all around. Please flick off.
George Torok
Power Marketing
How do you create a powerful viral marketing campaign?
Clearly identify and know your target market.
Really know them – what they do, where they go, how they think, what motivates them, how to grab their attention and how to speak their language. (How much of that do you know about your target market?)
That’s a lot of research and most marketers can’t be bothered and most business owners don’t want to invest the money to do that. But when you do the success of your marketing efforts is almost guaranteed. (Sun Tse, the ancient Chinese philosopher said “All battles are won before they are fought.)
So if your market was teens and 20-somethings, how would you approach them?
Be clear on your message.
You want them to reduce energy usage. You want them to start by turning off lights. Long term you want them to become more environmentally aware and responsible.
Simple message but tough sell.
Be clear on the motivation.
We have ten years before global warming becomes disastrous.
Yeah, yeah, we’ve heard it all before: how can I make a difference?
Create a memorable slogan.
Flick off. Wait a minute. Doesn’t that look and sound a lot like f…. off?
Yes, it does and that is the brilliance in the slogan. Flick off is a harmless yet suggestive phrase that could become a new catch phrase – the secret of viral marketing. Flick off speaks the language of this target group. It is memorable. It is provocative – the best way to be both viral and memorable.
Flick off is powerful branding because it is controversial, and a good brand fans the flames of controversy. Read earlier posts about branding principles and the example of Death Cigarettes.
Pick strategic partners.
So if your market is teens and 20-somethings, who do you think would make great business partners? How about Virgin Mobile, (Sir Richard Branson), Roots and Much Music?
Richard Branson becomes the celebrity spokesperson, Roots sells T shirts emblazoned with the edgy slogan and Much Music TV personalities trumpet the message.
Flick off you say?
Yeah, hard to imagine. But that would be a powerful marketing campaign. Well, it is real and it was launched this week in Canada. Imagine that - a bold new marketing campaign to help our dear planet earth started here in Canada. Only in Canada you say - pity!
Flick off. It’s official. The marketing campaign to save us from Global Warming is alive and well in Canada.
The partners in this program are Virgin Mobile, MuchMusic, Roots, Environmental Defence and the province of Ontario. (My kudos to the provincial government for their willingness to invest in such a bold and controversial program.)
Flick Off Summary
For teens and 20-somethings, Flick off, be more energy-responsible.
For older folks bothered by the language – get real and think about the big picture.
For business owners and marketers - a practical marketing lesson.
Sounds like a win all around. Please flick off.
George Torok
Power Marketing
