|
THIS time, I’m thinking of doing an out-of-the-box management
research because I was inspired by the Ig Nobel Prize that gave wide
recognition to our everyday medicine also known as Coca-Cola.
For 2008, the top prize on chemistry was shared
by two sets of winners: One group is composed of Sharee Umpierre,
Joseph Hill and Deborah Anderson who discovered that Coke is an
effective spermicidal, much more if it’s Diet Coke.
A group of Taiwanese doctors were also honored
for a related study to prove that soft drinks, including Coca-Cola
were not effective contraceptives.
Among others, the Ig Nobel awards were extended
to the discoverers of the following research:
• Lap and exotic dancers earn more at the
height of their ovulation cycle.
• Fleas living on a dog can jump higher than the fleas living on a
cat.
• High-priced fake medicine is more effective than a low-priced
fake medicine.
• The sound of a potato chip can be electronically altered so the
person eating the chip believes it is crispier and fresher than its
actual condition.
Think of how much better off our country would
be if some of us here in the Philippines would resort to this type
of research, at least once in a while. Think of how great it would
be if someone could prove that there are more corrupt
lawyer-politicians than non-lawyer politicians.
So anyway, as I said, the Ig Nobel Prize got me
to thinking about technology in general and how it could be applied
to marketing, which is not exactly a difficult proposition.
That’s how I came to discover “viral
marketing” which was coined by Harvard Business School professor
Jeffrey Rayport. As reported by Wikipedia, among the first one to
write about viral marketing on the Internet was Douglas Rushkoff in
his book called Media Virus (1994).
Viral marketing goes something like this.
An advertiser posts an online paid ad in select but popular
websites. If it reaches a “susceptible” user, that user will
become “infected” if and when he decides to sign up for an
account or bookmarks a site.
Some excellent examples of viral marketing are
mostly done by popular web upstarts like YouTube and Facebook,
according to Wikipedia which could be another beneficiary of viral
marketing.
Of course, we may not know how viral marketing
could prove itself in the long run. Likewise, this does not mean we
should be against it this early. That’s why we should not ignore
this marketing strategy.
I’m saying this because I happen to use
another version of viral marketing. Some people call it spamming,
but we—decent citizens of events management industry gave it a
strategic name—“e-blasting” which is not exactly part of basic
marketing curriculum in most colleges and universities.
“Thank you!” says one person who sent me an
e-mail with the subject line “Unsubscribe.” He was thanking me
as if he was anticipating getting a multimillion peso contract from
the government.
“Likewise,” I responded as if it was a major
philosophical position as opposed to a kidney ailment caused by
melamine. Good riddance! You’re only one compared to thousands who
wish to be a part of my circle.
Anyway, my feeling is—this guy is not yet
ready to assume his place in a modern society as described by my
vast network of friends in the business community, to put it mildly.
Meanwhile, technology marches on. Thanks to
these new inventions conceived by these Ig Nobel Prize winners. I
can’t wait now to join them later. If you want to find out what my
potential research would be, send me an e-mail and I’ll be glad to
include your name in my database.
___
Rey Elbo is a business consultant
specializing in human resources and total quality management as a
fused specialty. Reader’s feedback may be sent to kairoshq@info.com.ph
|
