TIPPING POINTS. Viral Marketing . Malcolm Gladwell’s best seller. Thomas Schelling (Nobel Prize winner) first introduced the concept of “tipping points” in 1972 Malcolm Gladwell popularized the concept in his best seller . Downside of traditional marketing/advertising. Cost:
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Poseurs: “ordinary person at a bar, in line at a concert, at a soccer field
Sony Ericcson hired 120 actors and actresses to play tourists at popular attractions around the country.The “tourists” asked passersby to take their picture with a T68i cell phone that featured a digital camera
Trendsetters and early adopters
Use of “cool hunters” and “trend spotters”
Imitation, social modeling
yellow magnetic ribbons saying “Support the Troops”
Email, chat rooms, and blogs
Ambercrombie & Fitch sold thong underwear in children’s sizes, with the words “eye candy” printed on the frontMethods and techniques
Not that scientific at a soccer field
evidence is largely anecdotal
phenomenon isn’t that reliable, predictable
A bit of a “finger in the wind” approach to marketing
viral marketing” is something of an oxymoron.
The more viral marketing is planned or contrived, the less likely it is to succeed;
Momentum may not reach the tipping point
no guarantee the initial “buzz” will become contagious.
difficult to orchestrate word of mouth
Trends come and go quickly
like a contagion, a trend can die out quickly or be replaced by a new trendThe downside