The formula for selling viral toys, getting you to buy more

Formula:
Create a viral marketing campaign around certain toys using social media influencers.
Undersupply the market with the toy. The limited amount furthers the frenzy and increases the desirability since now only a select number of consumers can get them (exclusivity)….

Formula:

  1. Create a viral marketing campaign around certain toys using social media influencers.
  2. Undersupply the market with the toy. The limited amount furthers the frenzy and increases the desirability since now only a select number of consumers can get them (exclusivity).
  3. Launch PR campaign, supply media organizations with a few of the toys so they can them away as part of their holiday feel-good campaigns.
  4. Parents promise their kids the toy for Christmas, but can’t get it.
  5. Parents buy substitute toys for Christmas.
  6. After Christmas, toy manufacturer floods the market with the toy.
  7. Parents buy the toy when it becomes available, so now the parents have bought toys twice for the season: the substitute toys for Christmas day, and the desired toy in January or February.

And yet, what do I remember about my childhood holidays?

  • My grandfather building a gingerbread house with me.
  • Seeing and playing hide and seek with my cousins.
  • Putting together my family’s Christmas pyramid and being amazed by how the candles made it work.
  • Candlelight services.

https://www.nbcnews.com/widget/video-embed/1107596867748

Sources:

Think about how viral content is shared to ensure your message stays intact


Kellogg Community College math professor, Marcus Anderson, created the YouTube video “Bad Email Reply – What not to say to your professor…” above and it recently went viral. I personally saw it on my Facebook newsfeed and on my Feedly.

The problem is, only PART of his message went viral. The video was shared, but not his comments below it explaining that the email was a fake example and that he hadn’t violated student privacy by sharing it. This lead to a lot of people becoming very upset at him.  On his YouTube page for the video, he explains:

“Most importantly, that email was not a word-for-word copy of a student’s email. This is a mash up of many poor emails, some common email mistakes and some of my own embellishment compiled into one email. Let me repeat: I would never post an email of a student to the Internet nor would I suggest anyone else ever doing that. Therefore, cartmanrulez99 is not real person.”

Again, because this information was in the comments section and not in the actual video, when the video is embedded (like it is above) and shared, the complete message is lost. For example, here is the description from Laughing Squid for the video:

Marcus Anderson, a math professor at Kellogg Community College in Battle Creek, Michigan, recently created a video where he critiques an email sent to him from one of his students. The student, whose email address starts off with “cartmanrulez99″, writes to the professor as if he is a best friend for life, drops a winky face, uses shortcuts when spelling out words (u, lol, and thx), requests handouts for each of the four classes missed, and then goes ahead and asks for the actual class book.”

What can we learn from this

The big takeaway for all of us is to really think about how our messages could be shared and take any steps necessary to make sure that the message we want to communicate stays intact. In this case, the message that it wasn’t a real student should have been included in the video.

This also serves as a great reminder to check the source of the information you receive. Until I clicked-through to the YouTube and read his comments, I also was under the impression that it was a real student email.

“The Sexy Lie” by Caroline Heldman is a must-watch

If you haven’t seen the “The Sexy Lie” TEDx Talk by Caroline Heldman below, it’s well worth the watch.

I’ve written a little bit about women in advertising before (i.e. Lifetime Fitness model too thin. This billboard needs to come down) but this video has a lot of key points that I think aren’t emphasized including body correction and the connection between objectification and GPA (grade point average).

Yes, women face unfair stereotypes, so do men

If you haven’t heard, Pantene’s new Whip It commercial has women across the world applauding them for pointing out the stereotypes that they endure.  And it stood in stark contrast this week  to Detroit News’ choice to highlight that Mary Barra, the new GM CEO wears black nail polish (why is that relevant to her leadership abilities?).

But what about men? They face stereotypes as well. If they show any strong emotion other than anger, they are labeled “weak” or “soft.” If they dress in high fashion, their sexuality is questioned.  If they take paternity leave for a newborn, they aren’t “dedicated to their career.”

To be clear, I actually like the commercial a lot and I  hope that it helps facilitate a change in how we view women in the workplace.  But I did want to post my support to my male colleagues for some of the stereotype challenges they also face.

Marketing music via the Internet, an ongoing evolution

My friend and I spent our Friday evening this past week at a Straight No Chaser concert in Houston, TX.  Their performance opened with a video of how to enjoy the concert. During that video, they made a point, at least twice, to encourage people to take photos and videos of the performance and post them online (tagging, hashtagging, etc. them of course).  Then, during the performance, they took photos of the crowd and asked us to go on their Facebook page and tag ourselves They explained that they had a limited marketing budget and social media was an effective way to get their message out.

Considering that the popularity of Straight No Chaser began when one of their members posted a video of them on YouTube and it went viral (see video above), it’s not shocking that this group has embraced social media and the online world as they have, but it is quite unusual.  Over the years, I’ve watched with great interest as the music world struggles to find the perfect balance with the online world. As it stands now, most musicians seem to tolerate online videos and photos of their concerts and some will even ask you to tweet your experience using a hashtag. But Straight No Chaser has taken it a step further by asking fans to actively post videos of their performances online.

Do I think it’s a good idea? Yes. People go to the concerts for the experience and to hear the music live. No video is going to overcome that thirst for the experience.  But is it good for all musicians? I’d say yes, but would love to hear your thoughts.

On another note, I chose NOT to take photos and videos during the concert because I wanted to just sit back and enjoy the experience. For more on my thoughts about this, read: Put down the camera and enjoy the moment.

Top 5 reasons to join Rotary

Yesterday, I had the honor of speaking to a group of college students about professional networking. As part of that presentation, I highly recommended joining Rotary or Rotaract (for students).

Here are my top five reasons to join Rotary:

  1. Increased knowledge of the community and current issues. The majority of Rotary clubs have a guest speaker each week. The topics vary widely, so you get a wide variety of information. We all have busy lives and there are topics I either don’t have the time or wouldn’t even think to research, but Rotary gives me a chance to hear from experts on those topics.
  2. Professional networking.  Rotary allows you to develop meaningful relationships will fellow community leaders. The weekly lunches give you the opportunity to really find out who your fellow Rotarians are. I once had a President I worked for who commented on the strength of my community connections and inquired how I’d gotten them.  “They are all in Rotary with me,” I responded.
  3. Make the world a better place. Whether it is holding a roadside cleanup, building a playground, or donating together to fund a much-needed well in an impoverished country, Rotary offers a structured and safe way to make a difference.  You know your money and time is going to a great cause and it’s so rewarding to see the results. I’ve worked on community service projects, interviewed students for scholarships, and reviewed and voted-on grants submissions. Each has been rewarding in its own way.
  4. International programs. There are a wide variety of opportunities to learn more about different parts of the world. You can travel and do community service work, be a host family for an exchange student, or be a short-term (usually one week) host for a young professional in the Group Study Exchange program. I’ve done the latter and it was an incredible experience. I met some amazing young professionals from Rome that I am now grateful to call my friends. And, I had the chance to visit them in Rome, Italy.
  5. Share your passions. I don’t just working in marketing, I live and breathe it. I’m also a teacher at heart, so I truly enjoy sharing my marketing knowledge with others. Rotary has given me a way to present to my fellow Rotarians in my own club and other clubs.  In 2011, I gave a presentation to my local Rotary club titled, “Effective marketing using the broken windows theory.” Approximately 70 people showed that day at lunch and a fellow Rotarian taped my presentation for me and I posted it on YouTube. From the people in the room referring me and the YouTube link, I’ve been able to give that same presentation to more Rotary clubs, at a national marketing conference, at an Air National Guard leadership conference, to many individual businesses and organizations, and to two chambers of commerce as their keynote speaker. I would have never had the opportunity to do any of those talks had it not been for Rotary.

So, now that I’ve convinced you that Rotary is definitely something you need to be a part of, research a local club and get involved! Technically, you have to be invited, but I guarantee you, if you show up, someone will step forward and “invite” you on the spot. For those of you in Rotary, what things would you add to this list? How has Rotary enriched your life and your community?

Sacrificing accuracy for speed in the news media and online

 

I’m sure there will be a lot of lessons out of the Asiana Airlines crash. One of those lessons/reminders for public information professionals should be that we should definitely try to be fast with our information, but not so fast that we publish incorrect information.

As you can see in the video above,  KTVU-TV out of Oakland, California, announced the names of the crew on the Asiana Airlines flight that crashed. The problem? The names were incorrect and offensive. To be fair, someone at KTVU did check with the National Transportation Safety Board (NTSB), but, according the NTSB’s public apology, “a summer intern acted outside the scope of his authority when he erroneously confirmed the names of the flight crew on the aircraft.”

News media as well as public relations professionals and other public information officers are under tremendous pressure to deliver news and public information fast. But time and time again we are seeing stories of how moving so fast and not checking accuracy can do some real harm, especially in the age of Internet sharing including social media.

The Asiana Airlines KTVU-TV reporting incident is a good reminder to us all: Check your information and then double-check your information prior to releasing it.