Pro-Active Techniques for Getting Referrals

The typical business turns over 20% of its customers every year because of errors, changes in custom ... - Bob Normand

Why Doubling Your Fees Can Increase Business: How Pricing Affects Buyer's Decision Making Process

Want to know the simple way to get all the business you could ever handle? Charge almost nothing. - Debbie Jenkins

Online Data Entry Job- Lucrative Home Business Opportunity

Work of data entry differs from simple name and address entry into a list or database to more comple ... - Gauri Manikandan

Are You Content With the Marketing Service Your Business Cards Provide: What's on the Back?

Is your business card doing everything it needs to do to market your business? Does it get lost in a ... - Jan Verhoeff

Improve Operations by Restructuring

Companies bogged down in bureaucracy and inefficient departments are suffering from "top down syndro ... - Anthony Magno

Main Page › Business & Services › Advertising & Business Promotion

Influencing the influencer

Author: Jeremy L. Knauff

Marketers/advertisers usually focus their efforts on the people responsible for making the purchase. In many cases, this is an effective approach but in other cases it can make for a totally useless marketing campaign.

Virgin Mobile took a more effective approach in marketing their cell phone service by focusing not on the people that would be making the actual purchase, but instead focusing on the influencers of the people making the purchase. To make this campaign work, Virgin developed a viral website called Parental Enlightenment Kit which offers many tips (often fairy funny ones) to convince their parents to purchase a Virgin Mobile phone for them. By enlisting the teenagers Virgin has multiplied the effectiveness of their marketing campaign for 3 reasons:

1. The teenagers will continually mention the phone/service to their parents until they get it - Virgin's campaign will continue to work long after the teenager has left the computer.

2. This approach is exactly the type of thing that spreads virally. As teenagers tell their friends about it, it will increase exponentially in it's effectiveness.

3. They have targeted the most likely decision maker rather than the person responsible for the purchase.

Companies in other industries have take the same approach and achieved amazing results. For example, Pfizer targeted men with erectile disfunction (a more PC term for impotence) rather than the doctors who would actually prescribe the drug (Viagra) to treat it. You can take the same approach to market your product/service and reap tremendous rewards.

Author Bio:

Jeremy L. Knauff is the founder & CEO of Wildfire Marketing Group, a full service Marketing Firm specializing in helping small companies compete with larger companies.

You can search for this article using: Influencing the influencer, Business & Services, Advertising & Business Promotion

6 Steps to an Effective Online Business

Playing Games During Working Hours ?C Mad Retailers Make More Money

Profitable Home Based Business Ideas

The Secret Of Overcoming Resistence To Change

Why Write a Sales Letter for Each Product?

Are Search Engines Killing Your Business?

Direct Mail Marketing for Mortgage Leads

Survival Strategies

Reverse Auction for Transportation and Logistics

Find the Probability of Success for Any Online Home Based Business Opportunity



		Politics & Government

		Teens & Children

		Eating & Drinking

		Automobiles

		Family & Home

		Issues & News

		Sports & Adventure

		Healthcare & Medicine

		Property & Estate

		People & Communities

		Self Help

		Music & Entertainment

		Art & Culture

		Health & Hygiene

		Hotels & Travel

		Business & Services

		Online Shopping

		Finance & Investment

		Jobs & Employment

		Technology & Science

		Software & Networking

		Online & Indoor Games

		Fashion & Relationships

		Education & Learning

Main Page >> Privacy of Info >> ToS

Influencing the influencer

Related Articles