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Will It Blend

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Strategic analysis of the "Will it blend" viral marketing case

Strategic analysis of the "Will it blend" viral marketing case

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Transcript

  • 1. Strategic Management
    &
    NewsViews
    Gianpaolo Tepedino
  • 2. Strategic Management
    MIMM 2010
    One of the most difficult products to
    try to advertise and sell?
    Toothpick
    Toaster
    Blenders and mixers
    Blenders and mixers
    Panama hat
    Gianpaolo Tepedino
  • 3. Objective: Increased brand awareness and sales of their line of blenders
    Strategy:Viral marketing to create brand awareness
    Ingredients (total marketing budget $50)
    1) A lab coat
    2) The URL www.willitblend.com
    3) Any popular product
    1
    3
    2
  • 4. But…what do they do with that?
    http://www.youtube.com/watch?v=oRr7N7A4Wc0
  • 5. What did it happen? Did it work?
    ?
    • Total Blender retail sales grew 700% in two years
    • 6. The videos have more than 5 million views on YouTube and more than 7 million views on their website
    • 7. National media coverage that is equivalent to millions of dollars in advertising
    • 8. New line of products (brand awareness) such as: T-shirts & DVD’s.
    - Advertising agreements with Apple , Google, Nike, AT&T…
    - The SEO (Search engine optimization) value from their videos drives more traffic to their website
    Blendtec auctioned the blended iPhoneon Ebay which sold for about $1,000. Those proceeds were donated to a children’s hospital
    Extra
  • 9. Introduction of new product
  • 10. Where did I get the information from?...
    BlendTec Blends the iPhone 4 to Pieces (June 25, 2010) http://www.techbitts.com/2010/06/blendtec-blends-iphone-4-to-pieces.html
    Inspired in the following articles
    8 Lessons in Creating Profitable and Viral Business Video from Blendtec and Shankman (May 06, 2010)
    http://www.openforum.com/idea-hub/topics/technology/article/8-lessons-in-creating-profitable-and-viral-business-video-from-blendtec-and-shankman-ramon-ray
    Viral Video Pays Big at Blendtec
    (November 13, 2008)http://www.findandconvert.com/blog/2008/viral-video-pays-big-at-blendtec/
  • 11. Thanks for your time…

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