New Product Marketing: BUZZ Marketing (usual social media effectively)
1. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
BONUS LECTURE: VIRAL MARKETING
A great idea/ great advertising is NEVER enough…
To infinity and beyond
with BUZZ marketing
2. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757
7. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The website 8%
Advertisement 15%
Newspaper/Magazine recommended it 22%
A friend recommended it 76%
Television 21%
Newspaper/Magazine 26%
Info services (e.g. Consumer Reports) 35%
Another consumer 67%
118. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
%Everdone
90%
70%
60%
50%
40%
30%
20%
10%
0%
80%
Wave 1 sep 06 Wave 2 june 07 Wave 3 march 08
Read blogs/weblogs
Start my own blogs/weblogs
Leave a comment on a new
site
Watch video clips online
Download a podcast (pre-
recorded radio audio show)
Create a profile on a social
network
Subscribe to an RSS feed
153. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A campaign to focus on the benefit
This contest was set up by 18procent.be
Using this site and shopping smarter the average consumer could save 2138 euro
per year. The represent 18% of the average family’s fixed costs.
We wanted to show what cool things consumers could do with this money