Friday, May 27, 2005

Add a little mystery to your marketing mix

Take a look at this article from Scotland about a possible viral marketing campaign. The speculation is that some savvy angel experts devised a campaign that involved delivering envelopes to strangers that were filled with money and marked with the words, "Do you believe in angels?" While no one has solved the mystery of the anonymous benefactors, marketing experts believe that this smacks of a marketing ploy.

Regardless of the motives behind these gifts, this idea of a mystery marketing campaign struck me as a great idea for librarians! Could librarians leave clues, quotes, citations, research tips or other "gifts" in unlikely places like the student commons, restrooms, bus stops, etc. and then unveil the purpose as part of a larger event or marketing plan? I think there's potential here. Has anyone tried something like this?

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