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Marketing Prescription Gives® a Buzz

By Richard B. Barger, ABC, APR

Originally Posted

As far back as 1998, "viral marketing" was Iconocast's Buzzword of the Year.

At®, we like to look at viral PR and marketing techniques as those that cost little or no money and that, either alone or with careful encouragement, can spread information, virus-like, from recipient to recipient until the information or "buzz" has reached a critical mass. Of course, we hope for exponential growth, but that remains a work in progress.

We've used viral marketing techniques almost exclusively -- okay, we admit to spending a tiny bit on advertising, and a little more on direct marketing -- to expand our base of patrons. We're enthusiastic believers. The research bears out what we already knew from personal experience: Most people rely more and more on friends and family for trusted recommendations.

We had the opportunity to share our experience and opinions about viral marketing with IABC St. Louis last week, and thought you might be interested, too.

We talked about everything from the dancing baby used to promote Ally McBeal to Mel Gibson's "The Passion of the Christ," as well as the power of yawning, Dilbert, eBay, Craigslist, and Regis Philbin's "Is that your final answer?"

We've posted the complete presentation.

Be sure to tell a friend!

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