Viral Marketing Lessons Learned From Magnetic Poetry Kit

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Viral Marketing, the art and science of creating marketing that springs legs and walks around the world, has never been more important or urgent. These slides share tips learned from launching the mega-viral Magnetic Poetry Kit, now a $60M specialty gift.

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Viral Marketing Lessons Learned From Magnetic Poetry Kit

  1. 1. Martin W. Smith (G+)@ScenatTrailMartin.Smith@Atlanticbt.com
  2. 2. Sold over 3M Kits, $60M5/17/2013 2
  3. 3. Created by David Kapel5/17/2013 3
  4. 4. Sold to museum stores byFoundObjects.com (now RIP)Martin’s First Websitec. 19995/17/2013 4
  5. 5. Why Viral 1: Engage Dinosaur Brain (Fun & Simple)Simple, fun, ubiquitous.5/17/2013 5
  6. 6. Why Go Viral 2: Create Brand AdvocatesRefrigerator = AdvocacyQ: Hey, what arethese words onyour fridge?Cool Answer:Magnetic PoetryKit5/17/2013 6
  7. 7. MPK Brand Ideal: ExplorationJim Stengel defined 5 Brand Ideals:Inspiring ExplorationEliciting JoyEnabling ConnectionEvoking PrideImpacting Society5/17/2013 7
  8. 8. Why Go Viral 3: Align Marketing & Distributionto Product Ideals5/17/2013 8
  9. 9. Cool Museum Stores & Small GiftStores = reinforce “exploration”5/17/2013 9
  10. 10. Today Phones, Pads + Cool Websites =“exploration”5/17/2013 10
  11. 11. Then: distribution = viralNow: distribution = viralDifferent Distribution Channels5/17/2013 11
  12. 12. Now: Use CrowdsourcingPlatforms crush websites5/17/2013 12
  13. 13. Now: Use Crowdfunding5/17/2013 13
  14. 14. Why Go Viral 4: Existing Tribe5/17/2013 14
  15. 15. 5/17/2013 15Viral Marketing: 3 Critical Success Factors (CSFs)
  16. 16. 5/17/2013 16Viral CSF #1: Process Is ProductSTOP: Whatever you are doing NOW is a product, SHARE IT&Begin To Build ADVOCACY.
  17. 17. 5/17/2013 17Viral CSF #2: Know Your UCA & USPUCA = Unique Customer AspirationsUSP = Unique Selling Proposition
  18. 18. 5/17/2013 18Viral CSF #3: Build DIGITAL (mobile, social, connected) First
  19. 19. Why Go Viral Summary① Engage Dinosaur Brain (FUN & SIMPLE).② Create Brand Advocates.③ Align Marketing & Distribution To Brand Ideals.④ Create An Existing Tribe.5/17/2013 19
  20. 20. Viral Marketing CSFs① Process Is Product.② Know Your UCA and USP.③ Create DIGITAL5/17/2013 20
  21. 21. Contact Marty• @ScentTrail (Twitter)• ScentTrail.Blogspot.com (Marketing Blog)• CureCancerStarter.org (cool 501c3 project)• Martin.Smith@Atlanticbt.com (work)• MartinSellingzoe@aol.com (personal)• Martin W. Smith (G+)• www.linkedin.com/in/martysmith1980vc/5/17/2013 21

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