About this content...

Title: New Beer Uses Pre-Launch Viral Email Vote to Turn Consumers into Evangelists
Type: Article / News
Published: 24 June 2003

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Example fragments from: 'New Beer Uses Pre-Launch Viral Email Vote to Turn Consumers into Evangelists' ...

1. ...New Beer Uses Pre-Launch Viral Email Vote to Turn Consumers into Evangelists CHALLENGE: "I have an accounting background -- nothing could be further from advertising," says Liam Mulhall Co-founder Southern Cross Brewers. But, since no one else at the company had a marketing background either, and the bootstrapped start-up couldn't afford an agency, he had to figure things out somehow....

2. ...pubs, restaurants and retail outlets. Southern Cross Brewers had to crack into a giant market with no apparent footholds or entryways for new suppliers. Mulhall and his two Co-founders (neither of whom had any marketing or brewing background either) decided they needed to build a groundswell of marketplace demand, and get consumers across Australia to beg their local pubs to carry the...

3. ...  b. Email autoresponders People feel more involved when they get a fast reaction from a company. So Mulhall set up two autoresponders - one sent to new members and one sent whenever anyone voted. Emotionally, new members are the most likely to rush out and tell more people about the fun list they just joined. So the new member autoresponder featured a P.S. offer telling them they could...

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