Why Do Some Things Go Viral?
Standards Addressed
MKT-MP-4
Implement, modify, and improve business and marketing systems to facilitate business activities.
MKT-MP-11
Utilize promotional knowledge and skill for communicating information to achieve a desired marketing outcome.
Implement, modify, and improve business and marketing systems to facilitate business activities.
MKT-MP-11
Utilize promotional knowledge and skill for communicating information to achieve a desired marketing outcome.
contagious_video_marketing_lesson_plan.docx | |
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Vocabulary
Social Currency
Triggers
Emotional Appeals
Practical Value
Publicity
Storytelling
Marketing Mix
Implementation Plan
Evaluation Plan
Social Media
Influencers
Acronyms
ESOMIE: Explains the sections of a marketing Plan
AIDA: Explains the components of a good video
CRAP: Explains the design principles of a website
Note: Literacy and retention skills will be exercised by reading case studies and recording information from those studies. Opinions and reflections will be recording in blog entries as well.
Step 1: Activating Strategy - Viral Videos
To begin the lesson we will view the top 10 viral videos as ranked by an online business site. All of the videos had enormous pass-along rates.Be prepared to discuss why you think the videos were so memorable.
Step 2: Real World Business Examples
Poo-Pourri: Where gross content = high grossing sales
CDollar Shave club, Poo-Pourri and Squatty potty were some of the first businesses to use the idea of "Unexpectedness" in their promotional videos. These videos went mega-viral and lead to massive profits for the company (Dollar Shave has an acquisition cost of 1 billion dollars). Watch them below and discuss why you think they were so popular.
POO-POURI CASE STUDY
See how a first time YouTube advertiser struck it big and became the fifth most watched ad in the world. After viewing the case study site HERE, answer the questions below and turn them into Canvas.
DOLLAR SHAVE CLUB CASE STUDY
Visit https://www.cnbc.com/2019/03/23/dollar-shaves-dubin-admits-a-business-built-on-simplicity-can-get-complicated.html to find out about the struggles and victories associated with DSC's marketing strategy. The video is quite interesting and gives some insight into what entrepreneur's have to contend with when starting a business.
See how a first time YouTube advertiser struck it big and became the fifth most watched ad in the world. After viewing the case study site HERE, answer the questions below and turn them into Canvas.
- What problems could Poo-Pourri encounter with their marketing efforts? Can perceptions hinder their progress?
- Why do you think the the actress in the Poo-Pourri commercial has an English accent?
- Why do you think there are no men in the commercial?
- The case study mentioned trade shows. What the heck is a trade show? How about a boutique?
- How does Poo-Pourri give back to the community. Hint: Look at the WE GIVE A CRAP section. Why do you think they do this? Try to use the word Public Relations in your answer.
DOLLAR SHAVE CLUB CASE STUDY
Visit https://www.cnbc.com/2019/03/23/dollar-shaves-dubin-admits-a-business-built-on-simplicity-can-get-complicated.html to find out about the struggles and victories associated with DSC's marketing strategy. The video is quite interesting and gives some insight into what entrepreneur's have to contend with when starting a business.
Step 3: Advice and Examples From the Professionals
Before we make our own video, you need to truly understand the advice given by Karen Cheng above. Please answer the questions below and turn them into Canvas.
ten_questions_to_understand_karen_cheng.docx | |
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Step 4: S.T.E.P.P.S. to Success
If you can reference, Wharton Business Professor Jonah Berger's, acronym that explains why a video goes viral, you will ALWAYS have a leg up on you competition during DECA events! Click the link for Contagious: Why Things Catch On and it will help you create your own viral video promo plan. As long as you understand the sections of a marketing plan.and mention the STEPPS principle in your plan along with some of the other advice shown above, you will be headed on the path to becoming a social media superstar -or at least a star of the marketing department.
Step 5: Traditional Versus non Traditional Promotions
Though it's not the best definition, think of non-traditional marketing as marketing that hasn't been around forever (actually, that;s a terrible definition). If it was around before the internet, it's probably traditional marketing (magazines, tv, newspaper, radio, etc.). When we speak of non-traditional marketing, we usually mean online marketing and guerilla marketing. What is guerilla marketing? Glad you asked. Check out the video below for examples.
No matter what type of advertising you do, most advertisers try to follow the AIDA rule. The principle pertains to marketing in general but we tweak the acronym a bit so that we can use it to describe print ads or videos. We will practice the AIDA principle by looking at Super Bowl commercials and a few print ads. Any time you create an ad, try to describe it in terms of AIDA, and you will look brilliant!
Click the Power Point below to see a Power Point about AIDA.
Click the Power Point below to see a Power Point about AIDA.
revised_aida_presentation.pptx | |
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Step 6: So What Do We Do With All of This Great Info?
You will create a marketing plan for your video. See the Power Point in the resources section for a detailed list of requirements for the marketing plan. The video, a social media ad, and a way to drive traffic to the video will be included.
Resources
1. AIDA: Click the button below to be directed to the Power Point that was shown in class
2. SECTIONS OF A MARKETING PLAN: The screencast below is a brief overview of EVERY section of a marketing plan. Use it as a guide if needed.
3. CREATING A SOCIAL MEDIA AD: When you discuss your non-traditional ad, check out the video below regarding how to make your social media ads look real using CANVA.
4. REPURPOSING CONTENT: When you create your online marketing plan, remember to repurpose your content. How can you turn your movie trailer into multiple pieces of content to distribute across tons of online platforms. Remember Gary V discussing memes, videos, podcasts, blogs, fb, insta, twitter, tiktok, linkedin, etc.? Remember the graphic below?
Premiere Pro Tutorial
To see how to begin a Premiere Pro project, start watching the video below at the 3:32 point. It will show you how to import, add titles, and add a greenscreen effect.
Reflection
We reflect on the unit by creating a blog entry. In that entry please discuss the project, what you learned, what you liked, what (if anything) you would change about the lesson, and provide a link to your video and your ad. Be sure to mention advice from Karen Cheng, Kevin Alloca, Jonah Berger and Gary V in your blog.
Test Review
Please open the file below and answer the questions. If you know these, you will ace the test!
mkt_test_-_virality_and_esomie.docx | |
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