We're half way through my responses to The Importance of Viral Marketing, a podcast interview I did with AllBusiness.com's Chris Bjorkland. The podcast was based on NextStage's research into WOM, viral and buzz marketing.I wrote some preliminary results from NextStage's research in 3 Rules for Creating Buzz and "3 Rules for Creating Buzz" now on IMediaConnection.
This arc provides a text version of that interview. There was a lot more in the podcast than appears in this arc, save a few last questions we didn't have time for. Each post in this arc will have one question (regular type) followed by my response (italics). Question #5 was...
What are some of the key factors I need to look at if I’m going to be launching let’s say a new magazine to working women in their 40s and I want to create a “buzz"?
My first suggestion would be that you’re already thinking too large a market for buzz to occur in the near time. That’s an excellent market to go after and I think you need to think long term in getting that large a market to pay attention to your magazine.What I’d suggest as an alternative is to find 2-3 “influencer” groups within that larger audience. Choose these groups based on three basic criteria and a big #4:
- You know an incredible amount about them as a group (not just demongraphic but also cognitive, behavioral/effective and motivational factors).
- You have high confidence you’ll be able to positively affect them.
- You can afford to market to them.
- But the big #4 is "They are influencers within the greater community."
(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- 3 Rules for Creating Buzz
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 1
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 2
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 3
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 3a
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4a
- AllBusiness.com's Chris Bjorklund interviews viral marketing expert Joseph Carrabis, founder of NextStage Evolution, Part 4b
- Holmes&Watsons
- Social Networks and Viral Marketing
- Viral Marketing blog posts
- Why Some Viral Marketing Doesn't Work
- Yes, You Can Predict Viral Marketing
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