I went to two conferences in the past two weeks, and in the process I learned a lot about social marketing.
At the first one, they were using a Mac computer for the presentations, and the first speaker commented about how Mac’s are the best computers and how much they love them. Strangely, every single subsequent speaker, also mentioned their love of Mac products in their talk. At first I thought that they were getting paid for the plug, but then I realized that Mac has developed such consumer loyalty that its clients have become its greatest advertisers – free spokespeople if you will.
The point is that people spread the word about products that they like. Products like ipods or. .. . . divacups.
Ok, ok, I know I’ve already written about the Divacup way too many times, and it’s getting old, but the second conference, I met up with an old school buddy and ended up talking to him about this very product (yes, it was a him – guys need to be informed too).
My friend was saying how his wife liked the Divacup so much that she was promoting it to her friends. She bought one for a girlfriend and told her that if she liked it, she had to buy one for another friend. Kind of like a chain letter for feminine hygiene.
What a frikkin’ great idea. At $45 a pop, lots of people are probably intrigued about reusable feminine products, but wary of dropping so much money on a product they’ve never tried.
The thing is, that I have never seen an advertisement for a menstrual cup (click here for more info and a list of different brands and types out there). It seems like all their marketing is word of mouth: people raving on blogs, friends telling friends, etc.
Sure, it may be a little strange (tampons don’t elicit this type of dedicated consumer culture), but we are, after all, a society who thrives on the advice of our peers.
My only question is, which one of my friends is getting a Divacup for Christmas?