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marketers use marketing without enthusiasm Viruses living through the trust to close people. And nothing …

By admin at 17 October, 2009, 5:16 pm

Recent studies have shown that the Ukrainian consumer trusts the opinion of most of his inner circle. Domestic marketers have long noticed that trend, but so far little use it, preferring the traditional advertising messages. The Western experts, however, believe that viral marketing - the best and most importantly, a relatively inexpensive way to transmit information about the brand for its further distribution among relatives and loved ones.

    

difficulty is only in the creation of such communication, the consumer would recount their own volition. As noted Maxim Gayev, founder of the World Web Studio, viral marketing involves building a brand and customer relationships in order to provoke the latter to share the information received from relatives and friends. And here, as they say, all means are good.

According to Nina Rohmanyuk, Director of Strategic Planning, Bureau of Marketing Technologies , this spring, the Bureau has launched a targeted marketing virus among consumer paint products. To paint, people talked about their customer in new six major cities of Ukraine on the door of some apartments spread out so-called hengery (small advertisements set on any of the items) with information about this paint brand and call transferable.

And

hengery were fixed not on every door, allowing neighbors to share information about the brand. Furthermore, in these houses were hung allegedly handwritten messages, which were given phone manufacturer paint. As a result, managed to attract the attention of residents and run the information they passed neighbors, acquaintances, friends and relatives. Nina Rohmanyuk says: up to sell shares of paint has increased by 10%. Like, this result can be fully written to the viral marketing, since this period the company has not undertaken other marketing efforts.

friend Serega

Another way to spread the virus (if only to go to him outside the box) - mailing lists. As stressed by Inga Melnikova, head of B2B-direction department of complex projects marketing group OS-Direct, in this case, it is important to think through all the details.

In particular, that the recipient wanted to talk about letters, advertising character, you need to create the illusion that they sent a close friend. For example, a similar rally held recently a metropolitan restaurant premium. The customer wanted to increase attendance at a restaurant in the autumn, when summer playground is no longer working. To do this, it was decided to spread about 3 thousand letters to mailboxes at nearby houses. It was a letter, emulate a handwritten letter from a friend Serioga, which recommended a good restaurant.

the end bore the unpretentious note: By the way, Lenka with Elijah here, weddings were walking. By sending a message, of course, advertising brochures attached restaurant. But above all, he attracted the attention of the friendly style of writing (in spam marketing that is often abused). According Melnikova, the restaurant still has its - did not feel the seasonal decline in attendance. It is with some confidence say that this achievement friend Serioga - with a smile says Melnikova.
    

However, experts point out that the problem in this case consists in the fact that viral distribution does not imply an explicit response by the consumer. Accordingly, to calculate the effectiveness of this marketing tool is very difficult, because the information is translated and transmitted without the participation of the company. And the rumors, as you know, hard to govern.

another matter if the virus starts to motivate consumers to an interactive talk with the brand. This scheme and more complicated, and costs more. Lilia Gorelov, managing partner of OS-Direct, tells how, for example, run virus on the attractiveness of one Russia's cosmetics brand. Each tube of cream was attached to a special sticker, which you can specify the address of her grandmother, mother, aunt, friend request send them by e-mail a sample of products as a gift. Thus it is possible to write the accompanying words or wishes. As a result of close associates buyer receives a gift as if from himself, but at the same time from the company. Of course, such care products are not ignored. In the case of cosmetics, worked three strong motive, says Ms. Gorelaya: concern, surprise and gift.
    

But remember: if the target audience is not loyal to the products, then it is hardly worth all rely on the outbreak of viral infection. If we want the consumer to broadcast their message to us rightenvironment, we must be sure that he trusts the brand and loves it, - explains burned.

Virtual Virus

most fertile ground for the spread of the marketing virus now considers the Internet, despite the fact that its penetration in Ukraine is not so great (according to various estimates, they use 20-25% of the population). As noted by Alex Mas, leader of the project Ukrainian Banner Network, a real man can communicate with dozens of people, but in virtual space - and with hundreds. Accordingly, and live-virus on the Internet for much longer - two to three months.

But this is only if everything was done correctly. Any virus that he passed first cronies user, and then the next, should not simply be bright, but may wish to tell about it - insists Gaev. So, to start the message, running on the Internet should be closest to the style of communication and the interests of users. Otherwise they will not believe. And, according to Ms. Rohmanyuk launched in the network information must be up to 90% consist of some interesting content, and only 5-10% - of the commercial messages: I would not recommend to specify the address and phone companies - it is perceived as advertising. Here is the link to the site - please, this information for Internet users is not so intrusive. Incidentally, in the West to viral marketing is increasingly attracting bloggers and members of various social networks.
    

Domestic marketers are afraid to use viral marketing for several reasons. Like, a successful viral projects in Ukraine is very little, because in most cases (80%) of these projects relate to Engendering shock and revulsion, and with such things as sex, violence, cruelty.

In Ukraine, not many brands that have consciously wanted to be associated with all the scandals on the basis of all of the above, - says Alexey Chucksin, director of marketing for Meta.

Besides specialists debunked the myth of the cheapness of viral marketing in online spaces, and say that the average cost of developing and launching viral marketing campaigns on the Internet today can be about $ 50 thousand

The apparent simplicity sometimes leads to catastrophic cuts in budgets. As a result, suffer from quality research, developing creative ideas, copyright and introduction, - complains Gaev. Just because of this, he said, of the ten domestic marketing virus is the only successful one.

Elena Kuryachy

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