@pods I really value your input here and you're right, this is high stakes. The costs for this type of marketing will definitely not be cheap. I would think about it with this in mind though; BIG is fast becoming a large business and it is very easy for large businesses to focus on the bottom line and forget about the customers that got them to where they are. The “Face2Face” activity imo is actually going to be the thing that makes BIG a company that will continue to get better and larger. With a service based business it's all about customer satisfaction which maintains customer retention and this is next level customer satisfaction.
On the Chart 2.0 thread I mentioned risks and I talked about the risks of a competitor. The experiential marketing is the exact thing that gives BIG a point of difference. No competitor would be able to match this level of service at scale when starting an operation like BIG. I am really pleased to see this activity being carried out and I honestly believe this is what will make BIG a household name. Our customers will be the ones that will get there customers to use the app. Essentially BIG is training thousands of marketers at minimal cost if you think about the fact that they are paying BIG for the video service. This is exactly how you make the app go viral. I have mentioned Metcalfe's law in the past and I would encourage everyone that does not know what it is to read the definition:
https://en.wikipedia.org/wiki/Metcalfe's_law
I'm equally as pleased to hear that BIG have great reach through the use of social media influencers. The two that they have chosen;
Natalie Pack and
Shayna Taylor will do a great job! These two celebs have the correct demographic to reach the people that will use the video review app. In my experience, most women like to follow the lead of successful women and most men like to follow beautiful women.
I'm excited about the developments and I really think the BIG team have done all that they can do to make this a success. I can tell a lot of planning and preparation has gone into everything in this announcement.
The risk of it failing are real but no one got anywhere worthwhile without taking risks.
