Hey everyone,
I've been a fan of WWE wrestling since I was 9 years old.
Whether you like wrestling or not, they do employ several powerful tactics in their marketing, from their storyline soap-operas, to their PPV selling methods and the way in which they market their merchandise.
However, this blog post isn't about the tactics employed by the WWE to 'hook in' their viewers and sell their merchandise.
It's about one particular wrestler and his quest to become a household name. He wants the WWE to 'push him' so that he one day becomes a star (and a future WWE Champion).
While many wrestlers wait for their opportunity, this guy is giving fate a push in the right direction by taking his marketing into his own hands.
His name is Zack Ryder. Even big fans of the WWE don't necessarily know much about this guy yet as the WWE hasn't done much to promote him.
However, he has a large internet following and has acheived more than 1 million viewers of his YouTube videos, without them getting advertised by the WWE (this is his own viral marketing efforts).
I couldn't stop laughing when I saw some of his videos, where he drops hints that the WWE is 'missing the boat' and has 'dropped the ball' with regards to promoting him. e.g. In the video below, you'll see him show the WWE as a spade, and him on a boat and then the spade 'misses the boat', later you'll see him trying to 'get over the fence' ... haha, classic.
Anyway, whether you find his humor funny or not is not important (I'm sure some of you guys will cringe), what is important is the impact that viral marketing has on drawing a crowd and on 'traffic'
He employs other psychological tactics in his videos, I'm not sure if they are on purpose, or if it has been thought out, but nonetheless they are effective...
One such tactic is the 'us vs them' approach to his marketing. He presents himself as an underdog, and the way he does it, it makes the majority of the viewers want to be on his side. And I can see it is working because there are dozens of forums all over the internet with people chanting and raving about the fact that the WWE should push this guy more.
Another tactic he uses is the herd effect, while making you feel like an 'insider'. He makes you feel like you are part of a community of people who watch his videos by referring to videos submitted by his followers (people try to become the 'Broski of the month') and by responding via twitter to his followers, etc.
Also, at the end of every video he makes sure people follow him on twitter, facebook and youtube, thus utilizing many different forms of social marketing. I love it.
Here's the latest Zack Ryder video:
So... What are the takeaways you can learn from all of this?
1. Viral marketing via video is immensely powerful and can be used as a strong promotional tool if done in the right way.
2. You want to have an angle or angles that make people want to tell others about your videos -> do something shocking, or be funny.
3. Utilizing 'us vs them' is a great way to get people talking and on YOUR side.
4. Interact with your followers, they'll like you more and tell others about your videos.
5. Capture leads by getting people to opt in to your email newsletter (Zack doesn't do this, but he does have over 109,000 Twitter followers, over 31,000 YouTube subscribers to his channel, and a huge Facebook fan following as well).
Finally, before signing out on today's post, I thought I'd show you another example of a great viral video (part of a series) that another person has used to market 'blenders'
I'm using this example below to showcase how video marketing can be used in a viral marketing sense in all sorts of niches:
I hope you enjoyed the above post, please post comments and suggestions for others to read.
Kind regards,
Mark Ling
Troy Todd • 14 years ago
Not your usual techy type post, but it is very relatable..makes you think too.
Love the vids.
Regards
Troy
Scott Bobyk • 14 years ago
Cheers,
Scott
Arik • 14 years ago
Mark Aylward • 14 years ago
Although not a wrestling fan, the videos are catchy and the concept is pretty cool
Thanks
Mark
TheNico0000 • 14 years ago
Thomas Green • 14 years ago
Some very good observations here, thank you!
Kind Regards, Thomas Green
Winchel • 14 years ago
Very good post Mark.
Funny videos.
Be Cool
Winchel
Chris/Guitars4Stars.com • 14 years ago
eduardo garcia • 14 years ago
Sergiy Korniychuk • 14 years ago
Great fun and very interesting to see how people find new ways to get traffic and create buzz about themselves. Perfect post as usual from affilorama.
Thank you.
The Marketing Hermit • 14 years ago
Alexander • 14 years ago
thanks for the post
johnalbrett • 14 years ago
I am a WWE fan but not a Zac Ryder fan. It is interesting to note that when Dwayne (The Rock) Johnson launched his fan page he had over 2 million fans overnight; not surprising for the millions . . . and MILLIONS of Rock fans around the world.
What sacrilege to the iPad. But I get your point, smart video and viral marketing????
Cheers,
John
Chris Johnston • 14 years ago
Creativity knows no bounds.
These guys are tearing it up.
Keep it flowing.
Jeff Cutts • 14 years ago
Thanks for the very informative Blender Video, a very impressive ad that has gone viral, I would love to see how it changed his conversions.
Personally I would have put Google in the blender, as that would create a level playing field for the other search engines!
Google slapped Jeff
Linda • 14 years ago
Ross Scott • 14 years ago
Interesting example.
Here is another one I have came across. 330 Million views in only two years, all done by one Russian women. Not sure how she does it though. 15 million on this one video alone. http://www.youtube.com/user/charliejames1975#p/u/6/1k6w1yP5-XY
The traffic to her website could be better captured via a newsletter and facebook. About 6 months ago she was heavily pushing fat burning furnace but looks like she might have her own product now.
Ross
Debbie • 14 years ago
Chris and Susan • 14 years ago
Louise Lewis • 14 years ago
Mark Ling • 14 years ago
@Louise I think shock, humor and anything that stirs the emotions is best. I think sex can go viral, but less likely unless it's a celebrity.
Scott Lovingood • 14 years ago
To me that is the true power of the internet. Allowing us to connect with people around the world that we like and want to support. Great article with how to use social media the right way.
Phil Elmes • 14 years ago
The blender guy is great!
Thanks, Mark
best online trading • 14 years ago
Hammock • 14 years ago
Whether you like wrestling or not, they do employ several powerful tactics in their marketing, So it's good and power full.
Hammock
Hammock • 14 years ago
Whether you like wrestling or not, they do employ several powerful tactics in their marketing, So it's good and power full.
Hammock
Daniel Zuflucht • 14 years ago
it`s really cool stuff
Daniel
Benjamin • 14 years ago
Nyla Crystal • 14 years ago
Mary L. • 14 years ago
Create buzz and get traffic it is not an easy work but creative people always find the way to become what they are dreaming of.
Although I am promoting zulutrade, a forex autotrading platform which means it is a promotion for a service and not for my self think that I can apply some of your tips in my videos and make it sure that everyone will follow me on twiiter and FB. :))
Thank you again for inspiring us.
YouTube Marketing • 13 years ago
Good luck!
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