Today I’ve got a guest blog from Jacobs Media’s Ralph Cipolla:
Funny how tragic circumstances and cheap photo-editing software can co-conspire to make a case for the power of viral marketing.
- As early as September 8th, I first see the fishing photo while visiting a client in Tennessee. Between September 9-11, the same picture is emailed to me from four different industry friends living in three different time zones (probably while they should have been working).
- By September 12th, I see it hanging in cubicles at a station in Indiana.
- On September 15th, the photo appears full-screen on my TV for several seconds, fodder for laughs during "Imus in the Morning" on MSNBC.
- On September 16th, a PD leans across his desk and asks, "Wanna see something sick, but pretty funny…?"
So, somewhere between 1-2 weeks, this photo traveled from the outbox of its creator’s PC to network TV, and, probably to your computer. I made three market-visits in eight business days, and saw it on laptops in 3 different states. Think about the power of the "Idea Virus," as popularized by Seth Godin, as you craft your next visual or aural marketing effort.
Lesson? Your audience will deliver the message for you if the idea is compelling enough. And the sender gets credit for the laugh when they pass the message along.
P.S. Go to page 32 in your "Big Moo" book for a more inspiring example.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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