Assunto comentado diariamente entre profissionais, acadêmicos e estudantes; o marketing viral ou guerrilha é mania em todo o mundo. Trata-se de ações de marketing de baixo custo e extremamente focada no seu target. O objetivo é captar a atenção do consumidor sem a utilização de mídias caras ou sofsticadas e sim com cartazes, adesivos, sampling, grafite, entre outros.
Para a criação bom marketing viral, separamos algumas dicas dos mestres dessa nova forma de comunicação com o consumidor:
De Seth Godin, "O que torna uma idéia viral?"
Ninguém "envia" uma idéia ao menos que:
a. que tenham compreendido-a
b. que tenham vontade de espalha-la
c. acreditem que espalhar a idéia irá aumentar seu poder (reputação, receita, amizades) ou sua paz de espírito
d. o esforço necessário para enviar a idéia seja menor que os benefícios
Ninguém "pega" uma idéia ao menos que:
a. a primeira impressão demande uma pesquisa mais profunda
b. já tenham compreendido as idéias fundamentais necessárias para endender a nova idéia
c. o remetente seja de confiança ou respeitável o suficiente para investir o tempo necessário
De Ralph Wilson, "Os seis princípios do marketing viral"
1. Distribui gratuitamente produtos e serviços com algum valor
2. Ofecer um meio sem eforço de envio para outros
3. É facilmente escalável do pequeno para o muito grande
4. Explorar motivações e comportamentos comuns
5. Utiliza redes de comunicação já existentes
6. Tira proveito de recursos de terceiros
De Kevin Nalty, "Os sete pecados capitais da propaganda por video viral"
1. Criar uma vaca preto e branca
2. Fingir que não está fazendo propaganda
3. Gastar uma fortuna na produção
4. Apenas comunicar ao invés de engajar
5. Fazer um concurso de video só porque todos estão fazendo
6. Estabelecer metas irreais de conversão
7. Jogar a toalha e decidir só anunciar usando video virais
Para ilustrar, separamos o viral do Rexona V8. O vídeo foi publico em sites e blogs com grandes acessos e parecia ser mais um vídeo engraçado do YouTube, vejam:
Pode até ser viral, mas o vídeo ficou muito bom. E você, o que acha? Não deixe de comentar!
Obs: Dicas extraídas do Blog do Fábio Seixas.
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