Strategic Viral, brand driven, marketing is one of the most strategic weapons available in the marketing Arsenal. This weapon, if deployed effectively and accurately, allows you to touch the “core” of your demo with messaging, imagery and a targeted “injection” that connects them with the brand.
With the increasing use of digital & social media marketing, viral “injections” can be achieved on many different levels. The most effective campaign is a clearly defined strategy of continuous messaging through events, promotions, products and branding. Each and every one of these “fuel the passion” for the brand advocates. Never taken for granted, and always “engaged”, the brands that effectively manage this balance and stay “true” to their foundational principles will build a following others will envy..
“Why join the Navy, when you can be a Pirate..”
Wisdom from Steve
This messaging must be achieved through a coordinated effort of the marketing force in the field creating the content, and the digital marketing team converting the relevant brand content. I say relevant, as to many brands build digital content for sake of building content, though no true brand connection exists. This is the most difficult part of building a “Viral” strategy, and one that needs a “pipeline” to ensure content is continually flowing, and your advocates are engaged AND interacting. Interaction is the “key” to gauging your success. If all you are doing is building content down a one way street, with no active/mutual engagement with your “core” base, then you have done nothing more than build a mountain of digital content that no one cares about, and may in the long run damage the brand and your base.
Define your “Viral” content Strategy…
Build “Relevant” Content…
Actively “Engage” your “Core”…
Viral marketing is truly a powerful weapon, but make sure you deploy it effectively, and with a strategy before pulling the trigger. Done effectively, watch your infection base grown and the passion for your brand build…
Enjoy the Ride..!
Bryan Smeltzer
W: bryansmeltzer.com
W: Liquidmindsite.com
“Product Innovation and Marketing Success Blog..”
The author
I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands. Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.