An experiment in viral marketing

A recent post I wrote called "How to start a business that works" got a lot of attention.

In it I criticized businesses for trying to force their products to go viral (crossing their fingers, hoping that people will talk about them).

I went on to argue that if you want your ideas to spread, you have to abandon trying to make people talk about your current products (because if they're not already, they probably never will) and start by creating remarkable products that people will naturally want to talk about. 

"In fact virality is so priceless it's worth organizing your entire business around it!'

Easy to say, while I'm hiding behind a blog post, right?  Well I thought I'd put my money where my mouth is...

Today I launched Marie Coiffure, an experiment in viral marketing.  It's an internet makeover show that revolves around a weekly contest.  Each week anyone can enter, and the winner earns a free makeover with a celebrity hairstylist and makeup artist.  Next, we film the makeover, and air it as an episode on our site.  And we're partnering with some of the very best salons in New York City to make this happen. 

It's free to enter, free to win, free to watch.

I think it's a pretty remarkable idea.  Unfortunately, nobody cares what I think.  What do you think?

Comments

[Berthold]

Sounds like a really great idea. Too bad it hasn't gone viral.

However I think viral is the wrong approach for this kind of product. This really screams for strategic partnerships. If you can't get the people to come to you - a lesson that seth recently learned himself with his brand management platform - go to where the people are already. Popular lifestyle and clothing sites and blogs are your ideal starting point. Look for what they might need (publicity, sure, but how about a special makeover episode?). Use your show to give it to them. There is already plenty of material for you to make a splendid pitch, and being taught by the great one himself, I can't possibly see them turn you down.

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[brooke thomas]

This is genuis. What a great idea- a viral hit for sure.

Also totally lovely to see more bloggers doing AND teaching instead of just teaching. Thanks!

[Toni lamb]

OMG! Are you kidding me? And what do I think about this? This is absolutely incredible to possibly have a chance to do something like this! I would particiate without the slightest hesitation. Well now you know what I think. Hell yes I care what you think because this is one hell of a great idea!! I hope that sums it for you! And if you need anymore input about anything else, send it my way and I'll tell you what I think!

[Joseph Joel Sherman]

This is a great business model. It shows how you can scale the viral product, from a blog based show that can be seen by anyone rather than wishing a cable channel will pick up on it.

[Jess]

I think you've got a great idea here.

One suggestion...make the sign up button for the contest way more obvious!

Best of luck, and I'm looking forward to your success!

[Keith]

I think this is a remarkable business and a trip to NYC would indeed be a top prize Joseph.

But what where will the revenue come from for this business?

[Joseph Flahiff]

Sounds like a great idea, but I would also focus on the NYC aspect. A lot of folks would not only like the makeover but a free trip to NYC now that is worth entering a contest for. ;-)
peace
Joseph Flahiff

[@Takuya_Hikichi]

I can guarantee my wife will be watching this... she watches the TLC makeover shows every week.

[Mikey]

Great food for thought Al. I recently discovered this blog and will be checking it regularly. SAMBA is an amazing opportunity.

I would counter your argument about the necessity of having remarkable products and I wouldn't tell companies to abandon ship merely because they haven't yet entered the conversation space. IMO "Remarkable" doesn't come from the product itself but rather its story, and I believe that sub-par existing products can be successful if the story is right and remarkable.

I'm sure Aflac Insurance was ok at it's beginning, but the Aflac Duck became iconic and generated great results. Same goes with GEICO and its lizard or a talking oven mit for Arby's in effort to get people to eat roast beef sandwiches. (Last example from a Seth video)

I think viral marketing works because it captures your attention in a completely extreme way, yet something we can all relate to. Viral marketing for me is being on one of the ends of a bi-polar spectrum; you need to be extreme yet within the confines that people understand.