Value Vs. Viral: The Real Way to Retain Customers

Candid Consulting is a Toronto-based marketing and PR consulting agency that caters to entrepreneurs and startups on all things branding, marketing, promotion and crisis management. I have begun contributing timely and topical articles to their blog, some of which I will be sharing here as well. Please check them out for all your business marketing needs - you'll be glad you did.

A lot of brands that use social media seem to be there with the express intent of making something go viral. With the widespread popularity of video platforms like Youtube, Vine, Instagram and even Facebook, it’s never been easier to get videos seen by millions of eyes, and a vast majority of these videos seem designed to “go viral”.

While this can be a very effective means of getting the word out about your product or service, relying on that as a means of building a customer base is unsustainable at best.
This is not to say that viral content isn’t a boon to any business practice. Last year, in what is arguably the most viral advertising video to ever hit the internet, the company behind the Squatty Potty footstool (designed to bring your knees up for better bowel movement and then slide away under your toilet for convenience when not in use) took the internet by storm with a three-minute long video featuring a princely narrator and a cartoonishly cute unicorn pooping out rainbow-coloured soft serve ice cream.

Now, while this ad was what put the company on the viral video map, they had already designed, built and marketed their product for a number of years, both through online distribution and with placement in stores like Target and Bed, Bath and Beyond. This shows that they had discovered a problem (bad bathroom posture leading to health concerns like constipation and hemorrhoids), did their research (signed off on by scientists from Stanford), and designed a simple solution (a stool that gets your body in the right posture for pooping!)

Read the rest on the Candid Consulting business blog here: