Sunday, March 26, 2006

Simple secret of viral marketing: no in-jokes

gophers
The above image is plastered on t-shirts for the Ewing High girls' tennis team. Now, if you don't know what the heck the t-shirt is on about, join the club. It happens that only a select few of the players were in on the joke that led to the logo, and these players were the ones to select the shirt design -- with the endorsement of the coaching staff. So now, everywhere the Lady Devils tennis team goes next season, nobody will know what their shirts mean.

T-shirts are among the most ancient, time-honored forms of viral marketing. Check the concept of t-shirts against this definition and see if it's not so. If you put your message on shirts, ideally they will be shirts others will be happy to wear. If you are going to use t-shirts to advertise yourself, don't do what the tennis team did. Make sure the world understands you.

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posted by Ron @ 4:15 PM

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