By going viral, admen exploit germ of an idea

This is how you deal with change. Unlike my post earlier today, these admen are not crying and sulking. Instead these guys embrace the new technologies and new media to sell their products.

So those lolos and lolas (grandfathers and grandmothers) who run the advertising agencies and news media outlets better stop complaining that things are not the same as when they were young. Step aside for the young!!

2 thumbs up!!

"By using e-mail and the digital word-of-mouth that greets Facebook fans with “you’ve been glazed,” only 12 percent of doughnut fans responded to the initial offer of 5,000 free Krispy Kreme products.

Given that it was a company-to-user approach, it was an expected batting average, Geiser says.

But after getting their free doughnuts, the fans recommended the same promo to at least five other persons. That second wave then asked friends to go to Krispy Kremes stores, which resulted in an exponential surge in spreading the word.

And all they did was they “took a doughnut and applied a social value to the doughnut,” says Geiser a he sums up his success story.

It’s different when a friend tells a friend, he adds.

So the campaign that was initially sent to 5,000 people eventually reached a 60,000-strong database. It translated to a 13 percent increase in sales, where 6,000 people or 10 percent were new customers."

in reference to:

- Business - By going viral, admen exploit germ of an idea - INQUIRER.net (view on Google Sidewiki)