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  • Su Guillory

Viral Marketing, Get the Bug

Updated: Aug 4, 2022

I’ve been thinking a lot about viral marketing lately. Primarily since I spoke with Kevin Eikenberry. Today, his goal is to unseat Harry Potter and the Deathly Hallows as the #1 Bestseller on, just for a day, with his book, Remarkable Leadership: Unleashing Your Leadership Potential One Skill at a Time. He’s got a network of folks (including me) ready and willing to help him achieve this goal through emails, blogs, and newsletters. I find this a highly creative viral marketing campaign and I am eager to see Kevin succeed. And I do think he can succeed. Here’s why.

Viral marketing, while it may sound helter-skelter, is actually incredibly organized. Or at least successful campaigns are. Kevin has his plan mapped out to a T and has to do nothing more than send a link to the instruction page for this campaign to get people signed up and ready to go.

Kevin’s campaign offers something in return. Besides giving me a great blog topic to cover today, he’s also given me the opportunity to reach the people he touches with this project. More exposure for Egg. Bonus. Kevin has contacts. He has 74 email partners sending out millions of emails as well as a network of 21 people blogging and sharing this campaign. He also is giving buyers of his book bonuses from his contacts, including some great ebooks, newsletters and podcasts on leadership, management, marketing and more.

He understands the importance of buzz. If for only a moment in cyberspace, Kevin becomes a mini-celebrity, more power to him. It is those techniques that are noteworthy and get us talking that are the most successful.


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