I know that you out there, my team, that you prefer the innovation, the prototype, the unbeaten path … so do I, but sometimes one should allow the exception from the rule! 😉
Three years ago when I made the decision to walk away from the classical marketing strategies, Web 2.0 and the viral marketing approaches seemed to me as a solution to achieve something with small money. That it may enable small companies like ours to spread messages through an unknown realm was and is still very tempting for me. Nevertheless, I underestimated the unpredictability of our enterprise, and how dodgy it is. Nowadays, it became so important to work in an opposite direction, in an opposite direction and drift with the flow ;-), however. If flowing, if being authentic, then I think, one may have the chance to get picked up and spread, and finally become viral. This is beyond control, but not beyond having a concept. It demands a highly dynamic way of thinking and that’s difficult for us Europeans, it seems. And we have to know, when we have to let things go, when we have to leave things to the others to develop, to interfere …
I pick the Dutch example without knowing whether it is/was successful, but it sounds interesting and worthwhile to consider it.
Here the concept in one sentence – short and concise:
A Coffee Company in the Netherlands is giving away free coffee to students who sneak in a branded slide into their homework PowerPoint decks.
