The document discusses strategies for implementing peer-to-peer (P2P) viral marketing. It outlines five stages: finding activators like volunteers and patrons; motivating them with perks and incentives; enabling them with promotional tools; implementing a timeline with front-loaded efforts; and gathering post-activation data. Examples are given of successful P2P campaigns for Red Bull and Arts in Motion that leveraged social networks and word-of-mouth to exponentially increase attendance beyond expectations. Challenges noted include managing expectations, adapting commercial models to arts, and the time needed to develop tactics.

1. Drexel University Marketing Study Strategies & Tactics Peer-To-Peer & Viral Marketing Monday, January 22, 2007

2. P2P Viral Marketing Implementation Ideas and Practices Eric Haeker, Consultant Ben Camp, Education & Artistic Coordinator, Arts in Motion, Inc.

7. Example 1: Red Bull Concerto for Turntable DJ Radar at Carnegie Hall, Oct. 2, 2005

9. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia

10. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia

11. Example 2: Arts in Motion Visual Music and Classical Fusion in Philadelphia

15. Activator Pyramid & Powers of Ten 1 Chief Activator 10 Lead Activators 100 Activators a) embedded; b) field-rated 1,000 Responders Activated Attendance 1 11 111 1,111 Activated Total 1,111

31. Red Bull Artsehcro Example

32. Simple promo cards invite web inquiry

33. Web fulfillment: consistent branding

36. Pass-along emails with special offers

42. Buzz Check: Post Event Blogging

48. Graduating Up the Activator Pyramid Lead Activators Activators a) embedded; and b) field-rated Responders