If You Can’t Join Them, Beat Them
Viper Case Study
The Brief
If there's no definition, no existing marketplace, no true understanding and in fact, very little current debate, how do you turn an emerging concept into a revenue generating market sector?
The answer is to take the lead. Forget trying to jump on a band wagon or join an existing group, watch and wait for others to make the first move or expect to be taught by an expert.
This is the time to create not follow. Welcome to the emerging world of Cloud Marketing.
The Solution
Hot on the heels of cloud computing, Cloud Marketing is a new definition of customer-focused marketing where products, brands and services are subservient to the customer and are driven by the customers' needs, desires, location and preferences.
It's all exciting new stuff and will amalgamate social media, digital marketing and communications, location based services, mobility and the now established benefits and practices from cloud computing.
But if it doesn't quite exist how do you start to work with it?
You take the Viper Marketing approach to Cloud Marketing:
- Set up dedicated pages on your website (important to have a central hub that you own)
- Book a launch webinar and invite your widest circle of connections (and their connections so they act as advocates for you)
- Contribute to existing Wikipedia entries on the subject (a chance to put the record straight)
- Create a Linkedin Discussion Group to ensure inclusivity for everyone involved (remember you are the admin so retain some control)
- Run your webinar (invite contributions and discussion which you can facilitate and re-use afterwards)
- Promote the recording of your webinar (this will likely have a reach up to 10x wider than those who attended)
- Invite debate on Linkedin (retain the momentum by seeding interesting debate topics)
- Ensure great search engine optimisation (constantly use relevant 'long tail search' phrases around the subject)
- Duplicate, duplicate, duplicate (use the debates and content in newsletters and social media, drip feeding to retain awareness and interest)
- Collate outputs, thinking and your responses (monetise the findings through an e-book, training course and event speaking)
The Result
There are many little steps in the process which make an example like this really fly but the basic concept is being proactive.
Taking ownership gives you the control you need to help shape markets, sectors and ultimately your business. But be prepared to give before you get and see an approach like this as strategic and long term rather than for short term gain.
In an emerging opportunity like this you really do get what you give.
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