Would you like a Gun or Pizza with your purchase? Semiautomatic Marketing
Ever since I've owned and ran my own specialty boutique years ago I've cherished this important lesson:
You've got to discover who "your people" are and speak to them!
Every brand should have a specific allure that clues various groups into the fact that this brand knows who there are, what they want, and what their struggles and interests are. It's how HBO's True Blood marketing continues to be so viral. They identified their true fan base and created content that appealed to them directly. The fans turned fanatics and did the marketing for HBO. Sweet deal, eh? :)
Here's CNN's story for more details.
Lori Randall Stradtman also blogs at Social Media Design.