After reading the various posts on this blog ("Nature is the Best Designer", "Birth of Contamination Marketing 1N1", "Contaminate Your Market: Spread Your Message Like Positive Flu", list and explain at least 3 ways you plan to "positively" contaminate your primary target markets.
Pls. click on the comments portion on the bottom of this article to put your comments.
Contaminate Positively!
Prof. Bong De Ungria, MBA
Friday, July 2, 2010
Monday, November 9, 2009
Nature is the best designer!
Time and again, nature has proven to be the best designer, architect, engineer, and doctor. Man has made breakthrough leaps in technology after taking cues from how nature has done it. Modern airplanes, athletic shoes, weatherproof clothing, natural medicine are just some of the applications which used natural benchmarks to break through the norm of the tried and tested.
Contamination Marketing uses the model of the "H1n1" flu virus to generate innovative ways of effectively spreading your marketing message (if you are the contaminator) or defending against it (if your competitor is using it against you.) Contamination marketing includes all types of viral marketing and buzz marketing but has a larger scope since it does not limit itself to word of mouth or social networks. It is also not limited to small budgets as it can also include some forms of advertising, sales promotions, public relations and direct marketing.
Bong De Ungria, Nov. 2009
Contamination Marketing uses the model of the "H1n1" flu virus to generate innovative ways of effectively spreading your marketing message (if you are the contaminator) or defending against it (if your competitor is using it against you.) Contamination marketing includes all types of viral marketing and buzz marketing but has a larger scope since it does not limit itself to word of mouth or social networks. It is also not limited to small budgets as it can also include some forms of advertising, sales promotions, public relations and direct marketing.
Bong De Ungria, Nov. 2009
Friday, August 28, 2009
Birth of "Contamination Marketing 1N1"
Contamination Marketing 1N1 refers to the effective use of marketing communication techniques to reach target markets within the time and budget that is available to the message sender. The 1N1 has been included as a suffix descriptor to the concept to represent 2 parallels: (1) to how the current A(H1N1) virus has rapidly spread at low cost and huge impact worldwide, and (2) common use of 101 (say Science 101) to represent everything that is basic and integral to a subject matter. The marketing message content is generally the same as that contained in traditional modes of communication like advertising, public relations, sales promotions, personal selling and direct marketing. What differentiates "Contamination Marketing 1N1" is the cost, form, execution, speed, and impact of the communication. Here are 5 key characteristics of Contamination Marketing 1N1, which are similar to how a flu is spread during an epidemic:
1. Rapid spread from source to new "contaminee"
2. Low cost of transfer per contaminee
3. Cannot be contained by traditional barriers like geography, politics, economics, culture & business
4. Evolves and mutates as the market reacts to the infection
5. Leveraged effect as a small contamination produces huge and lasting impact to the individual and to the total market
Contamination marketing 1N1 is particularly useful to small and medium sized companies and entrepreneurs with limited marketing budgets. However, even large companies can use contamination marketing 1N1 to complement their existing programs.
The "contamination marketing 1N1" concept was initially developed by Prof. Remigio Joseph De Ungria as part of the preparations for the 18th AGSB Marketing forum held Aug. 28, 2009. Copyright registration for the concept is now on-going.
1. Rapid spread from source to new "contaminee"
2. Low cost of transfer per contaminee
3. Cannot be contained by traditional barriers like geography, politics, economics, culture & business
4. Evolves and mutates as the market reacts to the infection
5. Leveraged effect as a small contamination produces huge and lasting impact to the individual and to the total market
Contamination marketing 1N1 is particularly useful to small and medium sized companies and entrepreneurs with limited marketing budgets. However, even large companies can use contamination marketing 1N1 to complement their existing programs.
The "contamination marketing 1N1" concept was initially developed by Prof. Remigio Joseph De Ungria as part of the preparations for the 18th AGSB Marketing forum held Aug. 28, 2009. Copyright registration for the concept is now on-going.
Tuesday, August 25, 2009
Spread your Message, Contaminate Your Market with Positive Flu
Almost everybody, and his brother, knows about the perils of A(H1N1) virus. It is an worldwide pandemic that has just started and is poised to strike in a bigger way during its second wave.
But what if there is such a thing as a Positive Flu? Something that brings goodness and benefits to everyone it contaminates? Assuming that there is such a thing, then what can marketing people learn about spreading this positive flu?
1. Spreading the flu is cheap. One contact is all it takes. Then, all the "infected" person has to do is to travel and meet other people. This has to be the "holy grail" of marketing communications- penetrating large markets at almost zero cost.
2. Children, the elderly, and sick people people are more susceptible to the "positive" infection than others. Effective marketing communications are designed to hit primary target markets.
3. It will take some time and a lot of money for those who want to oppose the flu to develop a vaccine. Marketing competitors can react but the first-to-market companies have considerable competitive advantage.
4. Over time, the positive flu mutates making it a stronger strain and unaffected by vaccines developed for earlier versions. Over time, the competitive scenario changes and only the strongest survive.
5. The flu and the marketing message thinks global and acts local. Both are generally universal and recognize no geographic, trade, political or social barriers.
6. Many people who have the flu are not aware they have it. Many of those who have it are not willing to follow the precautions to stop the spread of the virus. People who believe in certain marketing messages and are loyal to certain brands dont even know about it. Yes, being a facebook or twitter fanatic is a good example.
7. The flu and marketing messages affect a great part of society over a prolonged period of time- making people change the way they live.
But what if there is such a thing as a Positive Flu? Something that brings goodness and benefits to everyone it contaminates? Assuming that there is such a thing, then what can marketing people learn about spreading this positive flu?
1. Spreading the flu is cheap. One contact is all it takes. Then, all the "infected" person has to do is to travel and meet other people. This has to be the "holy grail" of marketing communications- penetrating large markets at almost zero cost.
2. Children, the elderly, and sick people people are more susceptible to the "positive" infection than others. Effective marketing communications are designed to hit primary target markets.
3. It will take some time and a lot of money for those who want to oppose the flu to develop a vaccine. Marketing competitors can react but the first-to-market companies have considerable competitive advantage.
4. Over time, the positive flu mutates making it a stronger strain and unaffected by vaccines developed for earlier versions. Over time, the competitive scenario changes and only the strongest survive.
5. The flu and the marketing message thinks global and acts local. Both are generally universal and recognize no geographic, trade, political or social barriers.
6. Many people who have the flu are not aware they have it. Many of those who have it are not willing to follow the precautions to stop the spread of the virus. People who believe in certain marketing messages and are loyal to certain brands dont even know about it. Yes, being a facebook or twitter fanatic is a good example.
7. The flu and marketing messages affect a great part of society over a prolonged period of time- making people change the way they live.
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