Questions to Ask• Can people: – Do something more quickly – Get something more quickly – Access something scarce• Do we provide something sought-after to a select number of people?• Would people still use us if we purposefully added occasional annoyances?• Do we offer a a superior user experience?
Questions to Ask• Do we make people feel better about themselves or their image?• Can people form or retain meaningful relationships with others?• Do we improve the health or physical safety of people?• Do we give people the opportunity to make or save money?• Do we improve peoples career prospects?
Questions to Ask• Do we provide a service that people need to perform their job? Or, perform their job better?• Do we improve the perceived status of people?• Do we provide valuable entertainment for people?• Do we allow people to experience something emotional?• Do we allow people to express their creativity?• Do we provide people with relevant knowledge or information?
Paranormal Activity Film● Production budget of $10,000● Got horror fans in front of of the film and taped their reactions. The resulting videos went viral!● Paramount quoted horror movie fans for review blurbs rather than professional critics.● Flooded college campuses with messages● Limited release at unusual places — 13 theaters on or near college campuses● Let fans decide where the film would roll out next to prove their interest in seeing the film● The film never had a premiere. However, after the consumer generated marketing campaign, the studio held celebratory premiere parties for the areas that demanded the film most.● Allowed ~150,000 fans who had worked to promote the film to add their names to the films credits.● Film grossed over $107,000,000 at the box office and an additional $16,000,000 on DVD.
Rogers has changed its promoted tweetin response to the negative backlashfrom consumers: We’re on Twitter to listen & help. We’re hearing you loud & clear today. You can reach us @RogersHelps #Rogers1Number
How Would You Calculate ROI? Paramount Pictures: #Super8Secret Promoted Trend created a tremendous spike in conversations: ● Tweets of the hashtag reached 9 million impressions in 24 hours ● 20,000 Mentions of the movie skyrocketed to 150 per minute ● Receipts for the sneak preview exceeded $1 million ● Paramount said opening weekend box office surpassed expectations by 52% ($35,451,168) ● ROI Calculation: ● Promoted Trend: $120K/day ● 9 million Impressions = 9,000 * CPM ($0.10) = $900 ● 20,000 Mentions = 20,000 * 2 = $40,000 ● Sneak Preview Revenues = $1 million ROI = ($1,000,000 + $40,000 + $900 - $120,000) / $120,000 = 7.67