This memo provides concerns about a viral video project called "Viral Video–Straight from the horse’s mouth". The summary points are:
1. The project is missing key elements that make viral videos successful, such as reaching the intended audience inexpensively as an alternative to traditional advertising.
2. The content and concept are most important in controlling which audience is reached, and there is a risk of the wrong audience if the video focuses on humor alone rather than useful information for customers.
3. For a company's viral marketing to be successful, the company needs good brand recognition so the video increases traffic to a desired website or landing page as part of a predetermined marketing plan.
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Viral video memo
1. Bruce,
Having worked on video projects in the past, and having researched the subject extensively, I
feel I must voice some of my concerns about the project Viral Video–Straight from the horse’s
mouth.
I understand that Grace and her team have invested a great deal of emotion into their idea,
please use discretion in sharing this memo.
1. This project is missing key points of viral videos. Viral media can take advantage of a
relatively inexpensive channel as an alternative to traditional advertising. One problem,
however, is reaching the intended audience.
2. Concept and content are the strongest factors in controlling which audience you reach.
This is one risk of viral marketing. The balance between the RIGHT kind of content that
is just sensational (fun/exciting/useful) enough, without sacrificing quality and key
message points.
3. In the public sector, it is a strong trend in viral videos to include useful content that
relates to what the customer does. If the video contains no useful content but instead is
centered around content that is humorous alone (in this case, the rear end of a horse),
then you run the risk of going viral with the wrong audience. An example of this is the
corporate video circulated around a few years ago with the man horseback riding.
Teenagers posted it, and it even ended up on Good Morning America as an example of
what not to do in corporate video.
4. In order for viral marketing to be successful for a company, the company should have
good brand recognition. This is necessary for the video to provide any increase in traffic
to a desired site/landing page. Related to this, ideally activities such as this would be
around some predetermined plan to fill a goal/need for an increase in traffic to a specific
site/landing page.
5. I applaud the initiative that Grace and her team have taken in their desire to think outside
the box. However, we as a larger team need to lay the groundwork before projects like
this can be successful.
Ever yours
Christian