Page 84 - Marketing the Basics 2nd

76 Marketing: the Basics
campaigns and to receive product coupons. The goal is to fill blogs with positive buzz about the company’s products. The programme has been successful as it resulted in 5 million impressions and over 8,000 comments without incurring any media expense. The downside is that the company cannot control what is said and whether the brand name is explicitly mentioned. Johnson & Johnson and Wal-Mart are also using similar strategies.
BROADCAST YOURSELF
YouTube, a video-sharing website, facilitates uploading and searching for clips on any imaginable topic. If used effectively, a viral video campaign through YouTube can generate significant buzz for your company. Viral marketing is a technique that uses pre- existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes.
Dove’s Campaign for Real Beauty exemplifies viral marketing. This campaign revealed how the media distorted the perception of beauty. It was considered to be a success as it promoted self- confidence in women globally and in turn, increased Dove’s sales. The campaign hinged on Dove identifying individuals with high Social Networking Potential (SNP), in other words, those who have a high probability of passing along messages that appeal to them.
This spreads content through the Internet just as a virus infects an entire population. However, negative cases exist where brand equity can be destroyed through sabotage. Angry employees at a KFC restaurant filmed themselves bathing in the deep fryer. This startling video caused customers to question the company’s quality control resulting in negative PR. Thus, if managed and controlled effectively, YouTube can be a powerful marketing tool. Stars have been born and information has been shared, all on this modern tube created by you.
Video-sharing sites are also a popular way for politicians, celebrities and executives to speak directly to their constituents, fans and stakeholders. By side-stepping mass-media channels altogether, they can control the message they want to convey entirely. The Queen of England, the Pope and US President Barack Obama all