If you’ve never received one, then consider yourself lucky. If you’re a recipe blogger, you might never know the greasy, depressing feeling of opening up your email inbox to be assaulted with fake flattery and a patronizing cut and paste formula-based invitation. But eventually, because that’s their whole premise, the viral marketing companies will get to most of us, luring innocent food bloggers with flattery and booze, hoping you’ll sell your soul for a party and a gift bag, or some free samples.
While not a new phenomenon, in the age of the internet, viral marketing has become more and more pervasive. The original viral marketers used kids to inadvertently sell their products – put a pair of (free) fancy sneakers on the feet of the most popular kid in the school and watch as his classmates flocked to the store to buy the same gear. It works for clothes, technology (“hey, cool phone!”) and even vehicles – Torontonians should wonder any time they see a shiny new scooter parked on a sidewalk in front of a hip club or restaurant.
At its heart, viral marketing is about manipulation. This website outlines the six simple principles of viral marketing…
- Gives away products or services
- Provides for effortless transfer to others
- Scales easily from small to very large
- Exploits common motivations and behaviors
- Utilizes existing communication networks
- Takes advantage of others’ resources
From the standpoint of the food blogger, it is important to be aware of these principles if you regularly receive offers of free products or invitations to promotional events.