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
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
But…what do they do with that? http://www.youtube.com/watch?v=oRr7N7A4Wc0
The videos have more than 5 million views on YouTube and more than 7 million views on their website
National media coverage that is equivalent to millions of dollars in advertising
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
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/