What can we learn from the big boys? The big firms with millions and billions of dollars behind them, and how they approach internet visibility.
The case in point is a product called “Old Spice”. You must have heard the name. Old Spice cologne and aftershave has been around since the 1930. It was the scent of America, since it started in the United States.
Through the years, when transport and import became simpler, the market was flooded by European products. Old Spice market share went down drastically.
In 1990 the company was sold to Procter and Gamble. 20 years later, in the middle of 2010, new commercials for “Old Spice” body wash started showing on TV. Many experts were behind it; P&G, an advertising company and a digital media specialist.
- They opened a twitter account and a Reddit account for the lead character.
- They opened a Facebook page
- They opened YouTube channel and started putting out the 15 second spots, one after the other.
The ads went viral on the internet. Google search went up 2000%, Facebook interactions up 800% and 1.5 billion impressions (The count of a delivered basic advertising unit from an ad distribution point, according to “Basic Advertisement Measures”) since February.
The campaign was a combination of the success of social media and viral success. And it didn’t happen overnight. It took them 6 months of adjusting and changing to get to the point that the reaction was getting to where they hope it would be.
The reaction was immediate; sales went up 107% the first month and are still going up in the rate of 55% in the past 3 months.
Lately the company recorded 183 video answers to question posed by Twitter users. They are staying in touch with their followers.
What can we learn from that success story?
– The campaign should be all inclusive. All the possible channels.
– It might take time to develop the correct approach. Some corrections are needed in the middle of the way.
– If the ‘big boys’ do it, and it works for them, why not do it on a smaller scale?
To see what can be done for you and your business in this new era of advertising, you might be best serve if you approach someone that has expertise and knowledge in the area. Companies like Puglisi Consulting Group at http://puglisiconsulting.com/#, that can design a campaign to your budget. Through their internet visibility arm Visibility Acceleration http://www.visibilityacceleration.com, they can advise you how to be visible on the internet and all over the world.