Let me say right from the start, for everyone that creates a marketing campaign that goes viral, there have been hundreds of thousands, if not millions, of marketers that had the same aspirations but were not realized. And then there are the people that were rational enough not to think that something they produced would go viral. “It is not viral unless it is.” (Jay Baer quote.)
But I think it is okay to try to plan for something to go viral … just set realistic objectives such as seeing a significant increase in awareness, lead generation, loyalty, and word-of-mouth marketing. If your campaign goes viral, that is the icing on the cake. But if it doesn’t, at least make sure you accomplish some winning objectives.
I had a meeting this past week that prompted me to write this article. I sat down with a new client and he was explaining to me his marketing efforts to date. I was impressed with many of the programs and communications he had done, but he said to me “nothing has gone viral.” I quickly explained that it was likely that I would not create a viral campaign for him, but I certainly would deliver measured increase in awareness, consideration, sales, loyalty, and advocacy. It is imperative to have real expectations from the beginning.
As long as you have real expectations from the beginning, sure, why not? Why not have that dream of having your campaign go viral. But maybe we can make that more than a dream. Maybe there are ways we can increase the chances of your marketing going viral.
Now back to that client meeting. I won’t go into too much detail on his brand scenario out of respect for our ongoing and unfinished strategy and plan development. But I will share with you one glaring issue or problem … lack of integrated marketing. As I said, the brand had a number of very good endeavors, but each of the marketing efforts felt like a one off as opposed to an orchestration of strategies, plans, and activities to create synergy yielding greater brand recognition. Let me explain exactly what I mean with regards to integrated marketing.
Always start out with your audience. Who are they? What are the different segments (demographically and behaviorally)? What are their sources of information and entertainment? Who do they trust and look up to? Understand as much as you can about your audience AND determine the best way to get in front of them at multiple touch points in a non-intrusive and appealing manner.
This is the key to integrated marketing … “getting in front of your audience at multiple touch points in a non-intrusive and appealing manner.” One message on one channel is not likely to produce a convert. Think of an overall theme to convey and engage upon. Think about how the theme will differ in communication and engagement on various marketing channels – online and offline. Think about communication or marketing programs creating synergy on various channels. You cannot just compile a number of great posts to put on Facebook, Twitter, or Pinterest and sit back and see how they resonate and proliferate. You need to orchestrate your marketing touch points to create increased interests and desire to hear more.
When I comprise a marketing strategy, I imagine and plan how my audience is going to see recurring communications. How we are going to continually stay engaged with the audience as a whole? How are we going to help potential influencers with their audience – not how are they going to promote our product or service. All of this while increasing interest in the brand and not having the audience feel like “oh, that brand again… I am so tired of them.”
If we are extremely creative and attack marketing from this integrated fashion you are likely to meet the objective of increased awareness, consideration, sales, loyalty, and advocacy. And maybe, just maybe, you will be lucky enough to have something go viral. Don’t count on it, but be happy if luck lands in your lap. Luck is the residue of design.
Make It Happen!