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Viral Marketing, Let's See How it Works

The 7 Elements of a Viral Video Campaign

The biggest problem most websites have is that they are instantly forgettable. They sell or say the same thing as hundreds or thousands of other sites; to an audience that is so quick to click-away that a large percentage of their traffic never appreciates why they should buy anything or listen to what's being said.

In order for a website or ad campaign to be interesting enough for visitors to stick-around, or clever enough to be viral, it must be compelling enough to prompt viewers to stay, absorb, and pass it onto friends and colleagues. This does not mean that the media presented has to be salacious or somehow socially inappropriate.

Common viral videos of silly people doing sophomoric things on fuzzy video maybe viral for people with too much time on their hands but it's viral without marketing or branding purpose.

Purposeful viral video websites and campaigns present meaningful theme-based messages within the context of an entertaining experience that is worth repeating and distributing. In other words, it must have both substance and style.

The 7 Viral Video Campaign Elements

1. Engage: Grab Attention.

2. Enlighten: Provide Substance.

3. Stylize: Create An Experience.

4. Focus: Be Consistent.

5. Entertain: Be Memorable.

6. Resonate: Hit A Nerve.

7. Excite: Compel Action.

Corollary: Actionable Ideas Prompt Brand Awareness and Leads

Deconstructing The Case of Cache Closed

For some it's a giant leap of faith to accept the idea that something can be entertaining and meaningful at the same time. Apple Computer is one company that gets the concept, and whether it's their Macintosh or iPod campaign, each demonstrates all seven elements of a viral advertising initiative. And these videos work as well and maybe better on the Web as they do on television.

To turn a viral marketing concept into an effective campaign beyond a single one-off video you need vision, guts, and great creative. In order to demonstrate to clients how such a campaign works, we developed something called 'Cache Closed.'

The campaign is comprised of a website that contains a series of two-minute videos that do nothing but present ideas and concepts meant to help clients with their marketing and branding. No sales pitches. No asking for orders, or anything else, just ideas presented in an offbeat, some would say bizarre, entertaining manner.

Is it for everyone; absolutely not, but we have plenty of text-based material on our sites that people and search engines can read or index. But this campaign is aimed at more creatively enlightened business and marketing executives looking to turn advertising into content, not content into advertising.

Creating The Brand Hero and Back-Story

Marshall McLuhan described television as a 'cold medium' and if that is true, the Web is a frozen glacier. But even the most barren landscape seems able to sustain some form of life, and video and audio provides that life force to the otherwise digital Internet void.

Isn't it time we put aside the bulleted-point slide shows, over-used royalty-free media, self-promoting ego presentations, hackneyed, dumb-downed messages, and insulting con-artist approaches with the classic 'but wait there's more …' copy.

Whether it's a website, a marketing campaign or both, you need to start with a concept. In the case of 'Cache Closed' the concept is simple, the media is the message, and video delivered by a real person, presents your marketing story better than any other presentation format. So in order to tell the story effectively, we needed to create a storyteller: enter our hero, 'Cache Closed.'

Who Is Cache Closed?

No matter what medium you work in, what engages an audience most is human contact, and the closest you can get to human contact on the Web is video of a real person. In this instance our professional actor actually portrays a binary creation, but by using a real person instead of an animation or avatar, we were able to instill some humanity and engage the audience on an emotional level.

Before we wrote the scripts we needed to invent the character. Below is the character back-story that was originally written as a voice-over introduction that was later eliminated, but the back-story informed the nature of the character as well as the press releases that were sent out when the campaign was introduced.

The Cache Closed Back-story

"Meet Cache Closed, a digital construct, fabricated from the binary remains of lost and discarded data found in the ditch beside the information highway.

Do not be fooled by the manic manner and bizarre behaviour of this cyber wack-a-do, as he lacks the formal niceties and erudite-etiquette of his digitally-deficient disciples; but he does have the benefit of the accumulated knowledge gained from the free-flow of information passed-over and forgotten by surfer addicted Web-junkies and their associates.

Listen closely, because behind the mad ravings of this slightly out-of-phase demented pixelated-paranoid is the wisdom that will put you on the path to Web-marketing success."

How The 7 Viral Elements Informed The Campaign

Engage The Audience

Grab Attention. If you start with the idea that Web traffic is an audience, you stand a better chance of grabbing their attention and making a connection that will get them to stick around long enough to listen to your message.

Cache was portrayed by actor Sean Kaufmann, who has a great comic flair and during videoing we encouraged him to ad lib which resulted in a great line of dialogue that we decided to use in the opening introduction sequence to the campaign website, www.cacheclosed.com.

Upon entering the site visitors are presented with dramatic music and a series of warnings concerning the dangers of Internet viruses. The warnings are interrupted by an abrupt change of pace interjection by our hero with the line, "So, now I've invaded your hard drive. You heard of viral marketing, now let's see how it works." We grab our audience's attention, peak their interest, inform them of the content, and demonstrate the concept, all in forty-five seconds.

Enlighten And Inform

Provide Substance. Despite all the non sequitur dialogue and oddball presentation techniques, each of the initial videos that comprise the website have a specific marketing or branding point.

We understand that not everyone is going to get all the references, but for those who do, the target audience, will be truly engaged by the presentation and informed by the content.

Cache Closed shows just how far you can push the concept of a talking head - they don't have to be boring. For Cache Closed the medium is as much the message as the actual information. It informs and enlightens for those open to making viral marketing both contagious and meaningful.

Stylize The Experience

Create An Experience. Of course we could have presented the same basic content with a straightforward presentation in a clear and concise manner, but it would have been uninspiring and instantly forgettable. We've written many articles including this one about how to market your products and brand your company on the Web, but we know 70% of even interested people won't read it.

Every day I receive audio and video presentations done by companies both professionally and DYI, and as good as the actual information maybe, the presentation of it is undistinguished. In marketing, being forgettable is the first deadly sin. If you're not creating an experience for your audience you will never be remembered no matter how important, or potentially useful, your information.

The Cache Closed concept was a risk, but without risk there's no reward, and the reward in viral marketing is being remembered.

Focus

Be Consistent. Marketing executives know that companies can't be all things to all people, but hammering away at the same message in the same manner can create a scenario where the audience feels they've heard it all before. The challenge is to keep your campaigns fresh and new while at the same time delivering a focused, consistent message. Don't change the message; just present it in new and exciting ways.

As bizarre as the Cache Closed campaign is, it is still firmly grounded in what we do and why. Whether we are developing campaigns for clients or ourselves, we always focus on the core concept that separates the client or ourselves from the competition.

Entertain

Be Memorable. Be Bold. What Cache delivers is meaningful, marketing concepts that are worth the audience's time and attention because they inform and entertain at the same time: a simple idea that relies on creative implementation to make it memorable.

Anybody can shoot a video and put it up on their website, but how many can turn advertising into memorable content? That's the challenge.

For the Web to be an effective marketing environment it must be more than a digital corkboard where millions of businesses pushpin their flyers. The Web is a communication environment and effective communication must be entertaining and enlightening.

Resonate

Hit A Nerve. The flip side of entertaining is the necessity to connect to your audience. Your message and your style must hit a nerve and a light bulb must go off in your audience's head that says, 'I get it.'

It is not an accident that we used the light bulb metaphor to open each video segment. What makes the Web such a powerful marketing and branding tool is it’s ability to communicate on a verbal, non-verbal, and metaphoric level. If your marketing presentations aren't communicating on all three levels then your missing opportunities to resonate and connect with your audience, and that means lost opportunity and business.

Excite

Compel Action. We all understand the need for a call to action but how can you expect people to pick up the phone, email, or fill-in your contact form if they aren't turned-on by your presentation.

In recent years, Cadillac has lost much of it's luxury status to foreign imports, but its recent commercial featuring Kate Walsh driving a cherry red Caddy with the punch-line, "When you turn your car on, does it return the favour?" says it all, much more than the preceding list of features she recites. The commercial delivers both style and substance with hypnotically entertaining cross-gender appeal. Unfortunately GM presented this commercial as a one-off. No series, no follow-up, no campaign based on a terrific focused, differentiating concept.

The Web unlike television offers businesses both large and small the opportunity to create meaningful marketing campaigns that excite, entertain, and enlighten an audience looking for more. And that is what Cache Closed attempts to do. See for yourself at www.cacheclosed.com.

About the Author

Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American, Australian, and British clients’ marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com/ads, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

A Quick Idea using Kona Solids Charm Pack from Robert Kaufman Fabrics - Product Review

counted cross stitch stores

Recreation Cross stitching - Easy ways to begin

Cross stitch is an amusement way to hang out and relax. There are a couple of ways to start. If you decide to buy a cross stitch necessary items or supplies bought individually, it is easy to initiate.

Start by making a stopover to your local craft shop. Many craft stores that carry both prefabricated kits and supplies separately. Premade kits are useful because they provide the yarn, fabric and needle, and step by step instructions. Prefabricated kits come in a variety of styles and projects. The photos are ready for use as well as more detailed projects, such as pillow cases, bibs, blankets and more. The prices of prefabricated kits are broad in a range. Several projects can be started for only $ 5 to go up to $ 100 for more detailed projects.

If you pick to buy the supplies separately is a good idea to buy a book of a cross stitch first. These set of reports often contain various patterns and specify the materials needed to complete the pattern. Among the materials are typically needed thread, needles, fabric and a hoop to hold fabric taut. The ring provides a cross section more accurately, but are not necessary.

Go with the directions included in the kit or patterns to achieve the desired result. The guidances define the colors used and each has a specific icon that represents the color. Follow these instructions to ensure that your image match the pattern. There are different types of stitches like cross stitch, midpoint and a point behind. Each point is done a certain way, so they become familiar with each stitch. Knowing in advance the points will help eliminate any frustration during the actual sewing.

After you have experience with cross stitch is possible to develop their own pattern. Do some research and choose an image to become a cross stitch pattern. This is a more complex form of a cross stitch so ease and experience counts.

Following cross stitch is finished, it is time to frame your task! Buy a nice frame to indicate their work on the wall or give as a gift. Congratulate yourself for a job well done.

Getting started with cross stitch, can be very easy. There are two varied approaches to start, buy a prefabricated kit or buy the supplies separately. Craft stores normally carry all the supplies they need to get initiated, so be sure to visit one and choose the best approach for you.

About the Author

Ruel has been writing articles for nearly 4 years. His newest interest is in womens health. So come visit his latest website that discuss about <a href="http://www.healthwealthplus.com">womens health</a> and <a href="http://www.healthwealthplus.com/how-to-treat-an-ear-infection-home-remedies">Ear Infection Home Remedies</a>.

Cross-Stitch Store

diaper bags

What Backpack Diaper Bags Can Provide Unlike Any Other

Backpacks are no longer only for school or for hiking. Today's backpack diaper bags now do double duty for your baby's diapering needs as well as all of your personal and parenting needs! You may love that cute diaper bag with teddy bears or floral prints splashed on the sides, but you will soon find that a conventional diaper bag doesn't suit your needs.

Conventional diaper bags are too small for today's busy on-the-go parents. These bags usually hold only a handful of diapers (just enough for a day outing), some wipes, a single change of clothes, a bottle and small toy. If you squeeze everything tightly, you might be able to get in the diaper rash ointment and a pacifier. You will need a second bag for an additional change of clothes for baby. Think about it, have you ever known a baby who doesn't go through at least three changes of clothes daily?

Backpack diaper bags have room for everything, and can easily hold a complete day's worth or more of diapers, at least two bottles and even the can of dry formula and water to mix it with if you will be out for quite some time. The external and internal zippered compartments can hold the diaper rash ointment, powder, pacifiers, toys, antibacterial wipes, cell phone, and car keys. There will even be room for jars of baby food.

Carrying a conventional diaper bag is awkward as the bag is usually too heavy to be worn over the shoulder. If your hands are tied up carrying the diaper bag, where does the baby go?

Backpack diaper bags, however, leave your hands free to hold your baby. A well-constructed backpack diaper bag will spread its weight across your back, making for less stress on your shoulders.

A backpack diaper bag is more portable than a conventional bag since it easily goes where you go. You can wear the backpack diaper bag on short hikes to the park or while biking.

Backpack diaper bags take up no extra room since they do not need to be set down until you choose to remove them from your shoulders. A major plus in choosing a backpack diaper bag is that dads are more likely to wear them than they are to carry a cutesy bag. Backpack diaper bags come in both men's and women's styles and colors. For greater versatility in your backpack diaper bag, choose one with a strap or clip for attaching to a stroller.

A drawback of the backpack diaper bag is that smaller items in the main compartment can, over time, filter to the bottom of the bag, which could make finding the smaller item slightly more difficult. If you find this is the case, you can solve this by utilizing organizer bags for inside your backpack diaper bag.

Most backpack diaper bags fit into carry-on luggage spaces of major airlines, often with room to spare. With so many useful options it is easy to see why parents are choosing backpack diaper bags over the traditional diaper bag when traveling with their babies.

About the Author

Learn more about
backpack diaper bags
and find out why a
backpack diaper bag
may be the best choice for your child. David Cummings is General Manager of Bustling Baby, a business devoted to providing baby mobility, comfort, and convenience to active families.

Baby Equipment : Baby Diaper Bags

simple sewing patterns

I cannot read sewing patterns, help?

Where online can I learn to read sewing patterns? (I want sth direct, pls)
I don't have money to go to sewing class (continuing ed, leisure course). I did took one before, but it just doesn't work for me, afterward, I still can't work indenpendently on a pattern.
And I don't have anyone (family members, relatives, others), who knows sewing, who I can ask.

I know a little sewing, I always wish to sew some simple clothing for myself, I mean real simple.

But the thing is, I brought the patterns, but I don't understand the instructions. I don't know how to read sewing patterns and their instructions. So overwhelm by all those words all over the patterns. And it's hard to understand sth 'visual and graphical' when they explain by writing.
sth = something

I don't know what "sth" is, so I hope this answer isn't what you don't want.

Have you checked out the Simplicity patterns website? You can find the address by using Google. (If you've never tried that, just go to www.google.com and type "Simplicity patterns" in the search box that comes up then hit Enter.)

If that doesn't answer your questions, I can. Email me by clicking on the 'name' under the grey smiley box. Ask specific questions, like "what does 'right sides together and raw edges even' mean?" I will be happy to answer them for you as best I can. I do sew -- and have done for a few years now -- and sometimes work with purchased patterns. I prefer making my own for the simple stuff. I can also tell you how to do that if you write me. Hope that's helpful.

One thing that helps me with complicated instructions for anything is to have someone read it (not too fast, please) to me. For some reason, it makes more sense to me when I hear it -- even though I read very easily and go through books like a bookworm! Maybe this would work for you, too.

Jalie Sewing Patterns - How to Make Stretch Fleece Socks

quilt patterns christmas

Im going to make a quilt pillow...?

I think for my best friend's Christmas present I am going to sew her a pillow and have there be a quilt pattern. It is gonna be like a throw pillow. What should the measurements of the squares I cut out be? I have never made a quilt before or anything like this. Got any ideas or advice? Thanks much.

What an adorable and thoughtful idea! Your friend will love it.

The first question I have is this.... what size pillow do you want to make? Small throw pillow, regular bed pillow, or large body pillow?

Depending on the size, your squares can be bigger or smaller, to make a pattern you will enjoy. I usually stay with about a 5" x 5" square.

Decide what size you want your squares to be on the finished project, and then add an inch for seams. A 5" square will usually yeild a 4" square after piecing and quilting.

Since it is much easier to show you a link than to explain the process here, I have provided a really helpful link as my source.

You may also feel free to send me an email if there is anything on the site you don't understand, or if you just want a "sew-along" buddy to keep you motivated!

Happy quilting! You may just have discovered a favorite new hobby! =)

How to Sew a Handmade Christmas Stocking : How to Make a Pattern for a Christmas Stocking