Posts Tagged ‘advertising’

Snail mail marketing genius

August 12, 2009

Following a complete rebranding (and a new name) of their 800-number provider aimed at small businesses, the company Grasshopper needed a great way to let people know about their new Entrepreneur Movement.

After two months of planning and a compiled list of 5,000 influential bloggers, journalists, celebrities, TV anchors, and CEOs, on May 4th, Grasshopper sent each person a FedEx package containing chocolate-covered grasshoppers and a link to a non-promotional video they made reinforcing their brand.

As recipients opened their packages, they commented on it online, posted videos and many of the television anchors did on-air segments about the gift, igniting a social media frenzy. Here’s the buzz:

  • 4,911% site traffic increase from April to May
  • 144,843 video views with 162 comments
  • 1,500 tweets
  • 120 blog posts in one month
  • Tweets from Guy Kawasaki, Kevin Rose, and Jason Calacanis
  • 7 national TV mentions

“Grasshopper’s incredibly innovative social media marketing strategy was a combination of oddities. From the quirkiness of sending their name sake covered in chocolate to their snail mail contact method…they pretty much threw the typical formula for generating online buzz out the window,” Mashable said in their article.

Grasshopper summarizes the campaign as, “5,000 influential people. 25,000 chocolate grasshoppers. Over 183,000 views on YouTube.” Check out their page dedicated to the campaign that shows all the videos made, blogs written and tweets sent!

This video, made by JaffeJuice, features one of the receivers (#1,530 of 5,000) of the Grasshopper package, discussing six ideas/implications of effective outreach, using insights and lessons that came out of this unique marketing scheme:

  1. Go big! (or go home)
  2. Make people special
  3. Respond
  4. Be creative
  5. Snail mail works
  6. The offer (don’t forget it)

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Putting your money where your word-of-mouth is

July 31, 2009

While many advertising channels have experienced their spending slow, in 2008, word-of-mouth advertising grew 14.2 percent. Spending behind this word-of-mouth marketing hit $1.54 billion last year, according to PQ Media. (The largest amount of marketing dollars—$832 million—was put toward word-of-mouth strategy and consulting.)

Word-of-mouth tactics include buzz, influencer, community and viral marketing. Marketers used Twitter, Facebook and MySpace to research consumers, and spending increased 26 percent in those channels.

“Brands value and invest in w-o-m,” said Patrick Quinn, CEO of PQ Media, in a statement. “Our research indicates that brands are allocating more of their budgets to long-term w-o-m campaigns, executing effective online and offline activities that resonate with consumers and their core groups. Despite impressive growth in the industry, w-o-m remains just a fraction of the overall advertising and marketing landscape. But, double-digit growth in this economic environment is a strong sign of an increasingly prevalent roles in the future.”

PQ Media is forecasting the w-o-m spending will increase another 10.2 percent this year despite the recession.

Check out this article written by Kenneth Hein for more information.

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