Viral Marketing, the art and science of creating marketing that springs legs and walks around the world, has never been more important or urgent. These slides share tips learned from launching the mega-viral Magnetic Poetry Kit, now a $60M specialty gift.

1. Martin W. Smith (G+)
@ScenatTrail
Martin.Smith@Atlanticbt.com

2. Sold over 3M Kits, $60M
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3. Created by David Kapel
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4. Sold to museum stores by
FoundObjects.com (now RIP)
Martin’s First Website
c. 1999
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5. Why Viral 1: Engage Dinosaur Brain (Fun & Simple)
Simple, fun, ubiquitous.
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6. Why Go Viral 2: Create Brand Advocates
Refrigerator = Advocacy
Q: Hey, what are
these words on
your fridge?
Cool Answer:
Magnetic Poetry
Kit
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7. MPK Brand Ideal: Exploration
Jim Stengel defined 5 Brand Ideals:
Inspiring Exploration
Eliciting Joy
Enabling Connection
Evoking Pride
Impacting Society
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8. Why Go Viral 3: Align Marketing & Distribution
to Product Ideals
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9. Cool Museum Stores & Small Gift
Stores = reinforce “exploration”
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10. Today Phones, Pads + Cool Websites =
“exploration”
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11. Then: distribution = viral
Now: distribution = viral
Different Distribution Channels
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12. Now: Use Crowdsourcing
Platforms crush websites
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13. Now: Use Crowdfunding
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14. Why Go Viral 4: Existing Tribe
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Viral Marketing: 3 Critical Success Factors (CSFs)

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Viral CSF #1: Process Is Product
STOP: Whatever you are doing NOW is a product, SHARE IT
&
Begin To Build ADVOCACY.

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Viral CSF #2: Know Your UCA & USP
UCA = Unique Customer Aspirations
USP = Unique Selling Proposition

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Viral CSF #3: Build DIGITAL (mobile, social, connected) First

19. Why Go Viral Summary
① Engage Dinosaur Brain (FUN & SIMPLE).
② Create Brand Advocates.
③ Align Marketing & Distribution To Brand Ideals.
④ Create An Existing Tribe.
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20. Viral Marketing CSFs
① Process Is Product.
② Know Your UCA and USP.
③ Create DIGITAL
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21. Contact Marty
• @ScentTrail (Twitter)
• ScentTrail.Blogspot.com (Marketing Blog)
• CureCancerStarter.org (cool 501c3 project)
• Martin.Smith@Atlanticbt.com (work)
• MartinSellingzoe@aol.com (personal)
• Martin W. Smith (G+)
• www.linkedin.com/in/martysmith1980vc/
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