(Bee sure to read Part 1 first: https://edgewaterblog.com/2014/07/01/acquired-immunity-to-viral-marketing-part-1/)
Recently, one of our V.I.Bees, Geoff, had a refreshing and extremely clever idea for a new marketing moniker. He called it “Pollination Marketing.” That his idea succinctly complimented the name of our organization, made it all the more appealing to us (everyone at our company, http://www.BusyBeePromotions.com, is referred to as a “Bee”). Alas, a little research in the availability of the domain was unfortunately an object lesson on the phenomena of universal consciousness; someone had beaten us to the punch; someone is sitting on it. If it’s not too late to make a long story short, had Geoff’s brainchild been applied to our business model, the idea was that we would send our ‘Bees’ out into the market place with ‘pollen’ in the form of samples, talking points, tchotchkes & literature. The ‘Bees’ pollinate the consumer with this information and create new customers that would then bloom the world over. Cool, huh? It gets better; not only do the worker Bees go out and spread the word about our clients (or Busy Bee for that matter), they return to the hive (our office) with new ‘pollen’ from cross-pollinating/cross-promoting with contacts they have encountered in their travels in the form of collected literature, photos, business cards, quotes from the public, specific metrics and other anecdotal information that we relay back to our clients for joint venture opportunities and to incorporate into our ever-evolving business model. As far as I was concerned, it was a honey of an idea.
At Busy Bee Promotions, we do indeed create a buzz for our clients. It’s a great descriptor of our service, it’s brand appropriate and we can live with it far into the foreseeable future. Much more importantly though, it’s appropriate for our clients and is an activity that their customers and clients won’t run for cover from either because it doesn’t connote something negative like “viral,” so everyone wins.
Perhaps this is a good time to step back from what we are selling for a moment and revisit why we are selling it. If we as consumers like a product, service or cause that we believe in, we have to ask ourselves; “how did I become aware of this?” “Did someone disrupt me?” “Did someone virally market me?” If we ourselves came upon a product or service that we like by more traditional means of data transference and brand awareness activities, let’s give our potential customers the same opportunity to reach the same conclusion—in the same manner that we did about what we are selling. It’s the best way to show respect for those who will be parting with their hard-earned money when purchasing our goods and services.
In a world where euphony is the norm, our profession has decided to invert euphony. It’s baffling and it’s a problem. The ‘opportunity’ to address this ‘issue’ is a ‘challenge’ that we in our industry all need to be up for, or eventually, our clients will avoid us like the plague.
• Be honest and frank with your target consumer. Don’t try to bamboozle them into opting in to your product or service by cloaking your intentions in euphony. There is nothing wrong with closing a deal and charging a fee for service; it’s the free enterprise system and we need make no apologies for engaging in it.
While it’s acceptable and encouraged to use euphony (in serious personal matters, for instance), it should be discouraged in business vernacular. It’s a waste of time and disperses the focus needed to accomplish goals and resolve problems.
Come up with a creative way to describe how you’re marketing your product, service or cause (i.e. “pollination marketing”/ “creating a buzz”). Make it brand appropriate for your product/service and it’ll be something that’ll grow with your organization and not have to be reinvented ad nauseam as consumers won’t become resistant to it.
Thanks for reading!