With development of the Internet a large number of new instruments of advance has appeared. Generally all of them demand constant distribution: search of new platforms, collection of information about target audience, surcharges for additional displays. But there is also such tool which extends. This tool is a virus marketing.
Virus marketing is the instrument of involvement of consumers which is independently extending in network between users by means of “reposts”, “likes”, downloadings and the others. Virus content is a concrete channel of distribution of a virus: video, image, news, that is an informative part of the page.
Advantages of a virus marketing
- A fast independent distribution on the Internet
- A genuine interest of users
- A wide coverage
- A lack of restrictions (it is possible to advertize somehow and anything)
- A high duration of action of advertising
- A lack of a payment for distribution of a roller
Disadvantages of a virus marketing
- It is impossible to be sure that you have created virus content
- There is a probability that users won’t see behind a product plot. Advertizing won’t sell or remind of your company
- A wrong interpretation of sense of “virus” and, as the result, a deterioration in image of an organization
- A lack of control
A virus marketing has the same purposes and tasks, as any other instrument of marketing communications.
- To entertain. Yes, a virus marketing first of all is aimed at entertaining your potential consumer. “Virus” has to be interesting to your target consumer that he has wanted “to share him with friends.
- To remind. It is the second purpose which can be reached by means of virus content. The virus surely has to contain symbolics of your company (brand), information on a product.
- To inform. To effectively include information on advantages of a product in virus advertizing. But it is necessary to do it so that the consumer hasn’t understood that it is advertizing.
- To train. You can train the user correctly to use your product in a virus advertizing.
- To sell. Yes, the purpose to sell goods is implemented to a lesser extent, but nevertheless it is impossible to claim that “virus” doesn’t increase sale. It increases a little less, than targeting or TV advertizing.
All process of the creation of a virus content can be reduced to five main stages.
Stage 1. An allocation of target audience. It is the most important stage of the creation of a virus content. You have to allocate not only target audience of a product which you want to sell, but also target audience of your advertizing. For example, if you show butterflies in advertizing of men’s socks, then, most likely, the target audience of a product won’t coincide from target audience of advertizing. Such content won’t turn into “virus”.
Stage 2. A definition of the budget of a virus content. You can create “virus” for 100 rubles, and you can launch advertizing campaign on one million. Everything depends on your material resources and the imagination.
Stage 3. A choice of a type of a virus content. It can be a video, an image, news, an article.
Stage 4. A creation of a creative idea of a virus content.
Here you can go by one of four ways:
- A comic direction of content;
- An orientation on feelings and emotions;
- a subject urgent at the moment;
- the scandalous, shocking contents of content.
Stage 5. A choice of distribution channels of a virus content. First of all the choice of this or that distribution channel is influenced by a type of “virus”. For example, it is better to distribute images in the social network Instagram. And videos best of all “disperse” in YouTube network.
Stage 6. A creation of a content.
Stage 7. A placement of a content in network.
On the example of the virus roller created by the BIG NAME team it is possible to track all these stages. First of all, a relevance of a subject takes place, it is the problem with parking spaces. Then, an allocation of target audience – this subject is closed to each driver therefore also the response stunning. The following stage is a process of a creation. As you can see, everything is presented so as if the ordinary inhabitant has collected cutting of video which is finished shooting by the autoregistrar, and subsequently has placed in the Internet. Partly, it is the truth because our team actually cut circles in search of an empty seat. Then an orientation – the roller is presented in a comic key that gives a bigger response. And at last, distribution is the roller has been placed on Facebook, considering a coverage of a target audience.