Join Jonah Berger for an in-depth discussion in this video Finding your peanut butter, part of Jonah Berger on Viral Marketing.
…As we talked about before, triggers are cues in the environment…that remind people of your product, your idea, or your message.…But it's not just using a product or idea that reminds people of it.…Other cues, other triggers in the environment can do the same.…So if I said peanut butter and blank, how might you fill in that blank?…You'd probably say, peanut butter and jelly.…Or if I said, rum and, you might say, well, Coke.…It's almost…like peanut butter is a little advertisement for jelly.…
It's like, jelly should pay peanut butter a kickback for every time…peanut butter's around, because if peanut butter's around, jelly never has to.…That's why a few years ago, Michelob…had the slogan, weekends are made for Michelob.…because they wanted people to remember their…beer every time the weekend rolled around.…Corona's done the same thing with the beach.…It's hard to go on a beach vacation and not think about a Corona.…You might not drink beer.…You might not even like beer at all.…But when you're lying there on the beach and you're…
- Summarize the advantages of word-of-mouth advertising.
- Identify the six STEPPS to getting people to share.
- Explain the effects of a trigger.
- Describe the function of social proof.
- Recall the most effective strategies for spreading a marketing message.
- Recognize two components in a story meant to help spread a business message.