Author: David Meerman Scott, David Meerman Scott is an online thought leadership and viral marketing strategist.The programs he has developed have won numerous awards and are responsible for selling over $1 billion in products and services worldwide. Scott has developed word-of-mouse
Published in the year: 2008
Imagine you’re the head of marketing at a theme park, and you’re charged with announcing a major new attraction. What would you do? Well, the old rules of marketing suggest that you pull out your wallet. You’d probably spend millions to buy your way into people’s minds, interrupting them with TV spots, billboards by the side of the highway, and other “creative” Madison Avenue advertising techniques. You’d also hire a big PR agency, who would beg the media to write about your attraction. The traditional PR approach requires a self-congratulatory press release replete with company muckety-mucks claiming that the new attraction will bring about world peace by bringing families closer together. That’s not what Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort, did when she launched The Wizarding World of Harry Potter. Other large entertainment companies would have spent millions of dollars to interrupt everyone in the country with old-rules approaches: Super Bowl TV ads, blimps, direct mail, and magazine ads. Instead, Gordon told just seven people about the new attraction.
- Download directly (right click -> save link as):
What do you think about this PDF?
Other PDF files in this category:
- Making your first Million
- Everyones an Expert
- Effective Internet Presence
- Ebook Creation For Illiterate – Ghostwriters Goldmine!
- My Early Days on The Net
- Deep Secrets of Successful Blogging
- 77 Ways to get Traffic
- 30 Maximum Conversion Rate Tips
- What is Social Media?
- Web 2.0 Marketing For Your Internet Business