In the “old days,” here’s how a toy company would launch a new product: Unveil a hot<br>holiday toy during a spring trade fair, run a November–December saturation television<br>ad campaign during cartoon prime time to plug the toy during Christmas season, sit back<br>and watch as desperate parents scrambled through the aisles at Toys “R” Us, and then wait<br>for the resulting media coverage to drive still more sales.<br>Fast forward to a more recent toy story: A Hong Kong company called Silverlit<br>Toys makes the $30 Picoo Z helicopter. At one point a Google search for the term Picoo<br>produced more than 109,000 URLs, with many of those links pointed to major online<br>global gift retailers like Hammacher Schlemmer and Toys “R” Us. Do you think this<br>huge exposure was the result of a meticulously planned promotional strategy? Think<br>again. By most accounts, a 28-year-old tech worker in Chicago started the Picoo Z<br>buzz; he bought his helicopter after he read about it on a hobbyist message board. A few<br>months later, he uploaded his homemade video of the toy on YouTube. Within 2 weeks,<br>15 of his friends had also bought the toy, and they in turn posted their own videos and<br>pointed viewers to the original video. Internet retailers who troll online conversations for fresh and exciting buzz identified the toy and started to add their own links to the<br>clips. Within a few short months, there were hundreds of Picoo Z videos and more than<br>a million people viewed them.49 The moral of the story: Stimulate WOM to build buzz<br>around a product or service, then sit back and let your customers do the heavy lifting.
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