Virtually all publicity is good publicity

The key thing is the way people think about viral marketing. A 20th century marketing man or woman thinks “how can I use viral marketing to sell more stuff?” . A 21st century man or woman gets a very different answer to what to do because they would ask “how do people interact with viral stuff and how can I help them do that in such a way that I help not hinder them?”

There was a great example on Radio 4 this week. Apparently staff at Somerfields have been piling up toilet rolls and jumping of them for a laugh, publishing the videos on YouTube. There’s aa example of someone walking the warehouse beams at http://www.youtube.com/watch?v=mNnusJT4ntU&mode=related&search=

Dire consequences from 20th century management taking a dim view. Great edgy publicity for 21st century marketers using YouTube to get the message out there. Now this really tests the theory that “all publicity is good publicity” !!

Hear some guys talk about the point at : http://www.bbc.co.uk/radio4/youandyours/items/03/2007_06_wed.shtml or read about it with links http://www.headshift.com/archives/003108.cfm .