I was scanning through Citizen Marketers the other day and came across a section talking about contests. I found this interesting since we had just finished an assignment for class that involved making a web video. The book says “With the right democratic principles in place, solid execution, and a respectful awareness about the potential of social media to spread word of mouth, a contest can improve fortunes and enhance loyalty.” I agree with this statement completely. This is an easy way for a company or organization to allow the people to put forth their talents towards something they like. Although, the GM’s Chevy Tahoe disaster proves things can turn against you. This campaign collected several thousand negative ads posted by SUV critics. In the book, The New Influencer, the Chevrolet general manager was quoted, “We, on the other hand, welcome the opportunity to clarify the facts…In our opinion, this has been one of the most creative and successful promotions we have done.” Also, from the book, it discusses the “Driving Forces” of viral marketing:Declining response rates
Technology developments
Demographic shifts
Customer preference
Low cost
Youtube has been hailed the advertising medium of the future so why not take advantage of this new way of marketing.
2 comments:
It really is interesting how popular these contests have become. In fact, if you go to youtube right now you can probably find 100 different contests all with prizes that may or may not be worth winning. My only worry with these things is sometimes the prize is like 10,000 bucks. which is good, but if you think about what normal commercial makers earn for a commercial, its somewhat not fair for companies to just pay less money, if its an equal value product.
These contests are everywhere. It's a great idea to get people involved and it's great for relations and publicity. Tyler made a good point about these citizen marketers getting paid a fraction of what professionals would. I wonder if we'll see a change in this with years to come. I doubt it because it's people's choice to create this content, that's why it works. People can do something that is enjoyable to them and win some extra cash. Plus the whole competitiveness of it all entertains people.
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