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Brand Awareness through Viral Marketing The way we communicate has changed Obviousness Use the right tools Strategy – must come first Critical points.

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Presentation on theme: "Brand Awareness through Viral Marketing The way we communicate has changed Obviousness Use the right tools Strategy – must come first Critical points."— Presentation transcript:

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2 Brand Awareness through Viral Marketing

3 The way we communicate has changed Obviousness Use the right tools Strategy – must come first Critical points

4 iPhone video

5 About Blendtec Small Manufacturer

6 About Blendtec Manufacture Commercial Products High-performance blending and dispensing equipment for restaurants, etc.

7 About Blendtec Manufacture Commercial Products High-performance blending and dispensing equipment for restaurants, etc. Home Products Commercial grade blenders, mixers and grain mills

8 Pre-WIB + Commercial Grade Home Products - Weak Branding - Weak online sales

9 The Big Idea - “Will it Blend?” Video extreme blending –a common practice at Blendtec –unknown to the rest of the world Distribute videos on the web

10 Light Sticks

11 WIB Key Components Worth Watching Business objective Sponsored by… Real Interactivity –Comments –Suggestions of what to blend next Simple user subscription

12 Risks Surrender control of the message upon distribution Scrutiny Distribution is global (you cannot limit geographic location)

13 WIB Results Online Views Million Million Subscribers 250,000+

14 WIB Results $$ ales –Total Blender sales up 700% –Pull through Impact in commercial products Brand awareness: Retail and Commercial

15 Status #35 – Most Subscribed (All Time) #13 – Most Subscribed (All Time) – Directors #28 – Most Subscribed (All Time) – Partners #83 – Most Viewed (All Time) #28 – Most Viewed (All Time) – Directors #70 – Most Viewed (All Time) - Partners

16 Media Coverage National TV –The Big Idea –Today Show –iVillage Live –Tonight Show –Food Network –History Channel –Discovery Channel

17 The Big Idea

18 Media Coverage National TV –The Big Idea –Today Show –iVillage Live –Tonight Show –Food Network –History Channel Local TV coverage

19 Media Coverage National TV –The Big Idea –Today Show –iVillage Live –Tonight Show –Food Network –History Channel Local TV coverage Magazines/Newspapers –Internet Retailer Magazine –Newsweek –Wall Street Journal –Wired

20 Media Coverage Online Blogs / Sites –Wall Street Journal –Engadget –NY Times.com –BusinessWeek.com –Forbes.com –Ad Age

21 Media Coverage Online Blogs / Sites –Wall Street Journal –Engadget –NY Times.com –BusinessWeek.com –Forbes.com –Ad Age Mention in US Congress

22 Media Coverage Online Blogs / Sites –Wall Street Journal –Engadget –NY Times.com –BusinessWeek.com –Forbes.com –Ad Age Mention in US Congress International Buzz – from Beijing to Budapest

23 CNBC News

24 Wave of the Future! Small companies can have a BIG online presence “Old School” vs “New School” –$83,000 ad – horse and buggy

25 Wave of the Future! Small companies can have a big online presence “Old School” vs “New School” –$83,000 ad – horse and buggy –$50 viral campaign – the sky is the limit

26 George Wright VP Marketing and Sales Blendtec

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