I stumbled upon this article recommended to me by a friend of mine in Singapore, about the 5 marketing tips in which we all, as entrepreneurs and start-ups can learn from the viral KONY2012 video to engage our customers. They are a great example of how one marketing and promotional campaign can be great without blowing up your PR budget. And currently, they have 83 MILLION views!!!
The KONY 2012 video went viral a few weeks ago, becoming a Youtube sensation garnering well over 1 million views within the time of less than one week. Unless you are Justin Bieber or Michael Jackson, it is very unlikely that any random video that you post up on Youtube would get such a monstrous response like KONY2012. Or, ideally, you can blow up your Marketing and PR budget and get influential bloggers or people in the media to start talking about your product, then maybe…Just MAYBE you will get the chance to hit such views of “One Million” on Youtube.
However, KONY2012 did the job with minimal budget, a great and dedicated editorial and a campaign which invited the participation of citizens around the world. Important lessons for businesses, in which we hope you will share this among your friends and associates on Facebook, Twitter, Blogs or even just spread about the points you learnt here.
The 5 Marketing & Promotional Tips We Can All Learn from KONY2012
- Harness the Power of Emotions
Your advertising campaigns should be designed to pull the heartstrings of your customers, to satisfy a problem in which they are dreading or facing at the moment and present a solution, a satisfaction, a reward that your product or service can offer. Again, being in business or starting an entrepreneurship venture is so that you can help solve problems while making a sustainable living in the process. You should utilize footages, pictures, videos and evidence of the problems that your consumers may be facing and then present your solutions for them later in your campaign clip or presentation.
- Define an Opponent
On a personal account, i remember walking into a friend’s office in Silicon Valley and saw a huge signboard which read “Beat Google! Take Over the World!” – Little did i know, my friend who studied in Stanford University during that time in 2010 was vying for a spot to work in Facebook, and it appears that he was so absorbed with the culture or friendly rivalries that the two tech giants have, that he too made it a mandate to focus his efforts on ‘Beating’ Google by excelling well in his studies and ultimately getting picked for a position in Facebook. I have not heard back from him since, but here is the tip: Define a Mutual Enemy for Your Brand that your employees and workforce can rally behind against. Like how Pepsi VS. Coca-Cola, to Virgin Atlantic VS. British Airways, to DiGi VS. Maxis (Malaysian context) and many others, having a rival ethos can be used to ignite the playful spirit of competition among your employees, galvanise your workforce and inspire greater work and service! Ideally, you would want your customers to rally behind you as well, as shown through Malaysia’s aviation giant – AirAsia’s battle against MAS, championed through its iconic CEO, Tony Fernandes.
- Experiment with New Concepts and Let Your Customers Know That
- Join the Conversation
- Insist on High Production Values
- Original Credit goes to Rob Meyerson, Strategy Director of FutureBrand
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