On Viral Marketing

My Uncle Jurgen, a prominent, super-savvy and retired business executive living in California, just joined my network on LinkeIn.

Here's what's interesting to me. I'd wanted to reach out to him for months now, but was a little apprehensive. We don't see that side of the family all that often. As a matter of fact, the last time we were in the same room was during my great-grandfather's funeral, a few years ago. (Salute, Grossopa!)

Sure - I could have asked others in my immediate family for his email address or phone number. But once I was notified on LinkedIn that he had joined the 20 million other business professionals using the network, I suddenly had a relevant reason to make contact. The awkwardness of the situation disappeared via web 2.0.

In the email thread we traded, Uncle Jurgen ended with this:

I am not really sure what these networks accomplish, so I have been leery of joining, but when relatives and friends ask...

A Powerful Statement

When the message comes from an individual you know and trust, the fear, uncertainty and doubt surrounding the request, (in this case - the adoption of a new technology) is removed.

This premise is the corner stone of viral marketing. By receiving the message from a family member, my Uncle, after long consideration, changed his behavior and created a LinkedIn profile. The messenger, not the message itself, mattered most.

Why I Heart My iPhone

I bought an iPhone today. And I'm happy.

The experience at the Apple Store at Easton Town Center was awful. As always, a charged and super trendy crowed was lingering, busy gawking at the latest accessories and seeing who could look the coolest.

Enter me with my 19-month old son on my shoulders. We stuck out like a sore thumb. Apparently father-son duos are not trendy. Who knew?

The young dude at the counter was very helpful. His boss, the store manager, was a complete pompass-ass who made me and other customers feel like we were not worthy of such hip pieces of technology. Had it been a Verizon Wireless store and the Envy, I would have stormed out, foregoing the purchase all together.

But it wasn't Verizon Wireless. It was the Apple Store and the iPhone.
A Sucker for Good Branding
On my drive home, I was examining the hip, sophisticated packaging that carried what would in so many ways, make my life easier.

I began to think to myself how straight-forward setup would be. I thought about how nice it would be to have my email, contacts, calender and music at the touch of my finger tips. I even thought how wonderful it was going to be to have immediate access to the internet -- "not a boiled down version of the internet". I thought all the things that Apple had so deliberately persuaded me think about the iPhone.

All of these thoughts made me happy.

And Apple wins...

Why does Apple win?
The strongest brands have the power to evoke real and powerful emotions in the mind of the customer. Through brilliant marketing, advertising and design, it's safe to say that Mr. Jobs and his army have mastered the mode of persuasion known as Pathos.

Aristotle would be proud.

More Beer

Here's a follow up to my previous post Case Study: Consumer Generated Media and Good Beer.

Cheers to The Beer Wench and the good folks at Tip Top Kitchen & Cocktails for some innovative and fun marketing!

FOR IMMEDIATE RELEASE –

LOCAL RESTAURANT TEAMS UP WITH LOCAL BEER BLOGGER FOR UNIQUE BEER TASTINGS

COLUMBUS, Ohio – COLUMBUS, OH April 4, 2008 – Tip Top Kitchen & Cocktails has joined forces with local beer blogger, The Columbus Beer Wench, to develop an original beer tasting initiative.

With the goal of becoming more educated on the world of beer, The Columbus Beer Wench invites blog readers to join in her venture towards becoming a beer connoisseur. As of this February, The Wench has been hosting informal beer tastings with local citizens at a various local establishments.

The Beer Wench recently reached out to the owners of Tip Top Kitchen and Cocktails for potential collaboration. Known for consistently listening and responding to the wants and needs of its community, Tip Top owners Liz and Tim Lessner jumped at the opportunity to support its local beer loving population.

In turn, Tim Lessner reached out to The Beer Wench for local input on Tip Top’s beer menu.

This past Friday, The Beer Wench met with Tim and Steve, Tip Top bar manager, to brainstorm ideas. The three minds collaborated to create the distinctive concept of a “community inspired beer menu”.

The concept is rather simple. Let Columbus citizens choose the beers they want Tip Top to offer on its beer menu. Let them also choose the ones that should be discontinued.

Tip Top Kitchen & Cocktails, in conjunction with The Columbus Beer Wench, invites the citizens of Columbus to explore this new concept on Sunday, April 20th. The inaugural Tip Top “Drink With The Wench” will take place from 5pm until 8pm. The event will cost $15 dollars a head and includes the beer, various appetizers and Tip Top’s infamous sweet potato fries.

Tasters will sample six different beers, three from the current Tip Top menu and three new beers. Each person will have the opportunity to provide input to which of the current beers should be discontinued and which of the new beers should be offered on the Tip Top beer menu. Beers chosen by the group will be featured as local selections. All guests are encouraged to stay and socialize further after the tasting. As always, the kitchen and bar will be open till close.

The Columbus Underground has also volunteered to collaborate as a partner in this effort.

About Tip Top Kitchen & Cocktails
A tipsy downtown neighborhood bar featuring Ohio Comfort Food, mean whiskey concoctions, draught microbrews, pinball, smiling faces, whiskey, Columbus pride, great local and not-so-local music, Cafe Brioso coffee and delicious pies. Located in the heart of downtown Columbus: The Independent Art Capital of the World!
http://www.tiptopcolumbus.com/

About The Columbus Beer Wench
The Columbus Beer Wench is a local Columbus based beer blog written by Ashley Routson. With the creation of “Drink With The Wench,” Ashley has been successfully closing the gap between the interactive realms of social media with the real world Columbus community.
http://www.thecolumbuswench.wordpress.com