Saturday, July 16, 2011

Pros and Cons of Viral Video Campaign “Kicked out of Pizza Place”

Advantages 
  • Save cost
On the above case “Kicked out of Pizza Place”, it is a creative and funny video clip by two guys. Viral video campaign is mostly free or low cost in viral marketing. The restaurant only needs to record a video and post it on internet in order to save cost for advertising.  
  • Attracting viewers
Besides, it was providing entertainment to viewers during ordering the food and pizza delivery process. A man was ordered food in other three small pizza restaurants. There were different reposes by the boss of the restaurants in three locations. Consequently, it ensures the viewers keep eyeball and pay attention on the video.
  •  Creating buzz & Reminding brand
 Also it is an effective way of creating a buzz and reminding the customers about the brand of restaurant ‘Pizza Hut’.

Disadvantages
  • Dilute brand image
However, such acting not only unfair to other small restaurant, but also can damage and dilute brand of Pizza Hut restaurant. 
  • More competition
Moreover, doing the malevolence or bad behavior in other restaurants may produce negative comments, and some competitors will enhance against the powerful viral video campaign in restaurant industry.

A Powerful Viral Video Campaign “Kicked out of Pizza Place”

Amazing Viral Video Campaign “Kicked out of Pizza Place”


Pizza Hut had launched a powerful viral video campaign “Kicked out of Pizza Place” by the third party which is called Zadby.

422,000 Viewers
Providing the widely platform for participating of the viewer’s by YouTube and MySpace. Pizza Hut has adopted word-of-mouth and a viral technique, so the total number of view is around 422,000 and lot of comments on YouTube by the viewers.


What the viral video campaign is?
First of all, the video is natural that carried out by two guys and ordered the food delivery of Pizza Hut in other small pizza restaurants. It contains the natural flow with funny acting which seems no script. It also make the viewers doubted that the video campaign made by pizza hut or just for laugh.


Benefits
Since this viral video offering entertainment to viewers, it is a method to remind the customers about Pizza Hut. It entertains the online viewers and promotes their restaurant in selling more and more pizza at the same time.

Viral Video Marketing

Unlike traditional marketing, viral marketing is mostly free. One of the popular types of viral marketing is “viral video marketing”. It is a process of Internet sharing the video clip through video sharing sites, social media, e-mail and between the mobile phone by Bluetooth or MMS. 

To be "viral", the video needs to be appealing to the audiences, and it is usually unique, funny, witty and humorous. Thus, word-of-mouth can be created and end up viral-like phenomena in viral marketing. As a result, the video clips can generate a buzz on internet and its message can be spread out by a viral technique.

In order to meet the specific objectives such as increasing sales, promoting brand awareness and recognition. There are many restaurants, food or beverage companies created video clips through YouTube, Google video, MySpace and other video sharing sites. Therefore, the videos can achieve widespread distribution electronically.

The Pros and Cons of guerrilla marketing



Advantages of guerrilla marketing

In this beverage example, it can catch the attention of passerby because it is a creative idea and match with the environment.  From the company perspective, it can create brand awareness so that increase brand value. This beverage example is easy to remember. Moreover, the idea is relatively low cost and reaches a large number of audience. It is a cost-effective way of viral marketing. This success example can attract new customers and retain existing customers. Therefore, it can increase the sales of this beverage company.

Disadvantages of guerrilla marketing

However, there are some disadvantages of this tactic of viral marketing. The print may be destroyed by competition and create negative comment. In this example, the brand name is small. If people see the photo in Facebook, they may not see the brand name clearly and ignore it.

Good Example of viral marketing Guerrilla Marketing

Happen in our daily life

There is a beverage example of Folgers Coffee. It creates viral effect which called viral marketing. We can see in this picture.





A print of a coffee mug was placed on top of steaming manhole cover in New York City. The holes on the print allow the steam to come out and make it look like a cup of coffee. The wording around the beverage cup says: ‘Hey, City That Never Sleeps. Wake up.” This is one of the best guerilla advertisements ever made. It is a viral marketing which is spread in New York City.

A creative and cost-effective campaign is impossible to be ignored by every passerby. The point here is to focus the attention of the customers on something they are familiar with such as beverage or is a part of their day-to-day environment but in a new and exciting way.


Nowadays, people like taking photo and upload on social media. Many mobile phones have instant upload function. After they sharing, more and more people know what happen and create buzz.



Definition of Guerrilla Marketing



Guerrilla marketing is a powerful tool

One type of viral marketing is guerrilla marketing. Guerrilla marketing is unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. It intended to get maximum results from minimal resources. The cost is relatively lower than advertising in mass media. It is because guerrilla marketing can be effective in reaching a large number of people rapidly. It is what we call “viral marketing”.

The goal of guerrilla marketing is to create a unique, engagement and thought-provoking concept to generate buzz, and consequently turn viral. This always happens in our daily live such as our food and beverage promotion.
When people see something interesting or get their attention, they may take a picture and share with friends on Facebook. Then, more and more people know and discuss this campaign. This picture becomes a viral which share among friends.
This video introduces some examples of guerrilla marketing.











Friday, July 15, 2011

Pro and Cons of using viral email marketing

Focus!

Pros
Viral Email Marketing lower costs and can increases profits related to business campaign. According to the above post case, email is FAST, personal, interactive and extremely effective in a short term. The viral effect spread quickly and the incentives encourage consumers to act.

Reduce Marketing Costs
Email marketing provides cost-saving benefits, such as:
No printing, mailing or media expenses
Response rate higher compare with direct mail or banner ads

Retention
Allows frequent customer contact, which translates into higher revenues. Customer acquisition costs average only $24 for email versus $82 for PR, $958 for print ads, and $1,457 for radio ads. (Source: Fiore & Collins)
Viral email marketing is a great way to promote and market your goods. However, you’ll have to make the campaign as innovative as possible if you want positive results.

Track the resultNumber of response and clicks that can check by statistics.


Cons
Although viral email marketing is fast to spread information, there are some problems. Here is the main issue:
Deliverability
According to some report, legitimate email servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered. An email marketing program must make sure that their program does not violate spam.


Privacy
Before send an email to consumer, company should ask for permission that they allow to receiving your company email. Provide opt-in and opt-out service for receivers.