Getting the US Government to Market You
By Melvin Ram - October 8th, 2006
Imagine having the US government telling everyone about your business. Would that help drive your sales?
This is exactly what is happening with AllOfMp3.com. AllofMp3.com is a Russian website that sells music (like iTunes) without any copy-protection for about $2/album (there is no evidence of compensating the artists.) In the US and everywhere else, this would be illegal. But not in Russia. The site has become a sticky-point in many trade negotiations and is practically the only thing holding Russia from entering into the World Trade Organization.
The US government and many music-related companies have made it a mission to shut down the site. In the process, they have helped spread the word about allofmp3.com including getting it lots of press coverage.
According to an AFP story a representative of allofmp3.com says they are enjoying the attention the US is bringing them. They quote Kommersant as saying “[The US government ] markets us so effectively — [they] could already be our press secretary.” The ethics of the company are questionable but this is good guerrilla marketing.
How can learn from AllofMp3 use the principles in your business? Piss somebody off. But not just anybody. Piss off someone who can get you lots of press.
Recently I was asked by a customers, “I’m putting together a _____. I want to call it _____. Someone has a trademark on it but the name is so generic. The owner is known to go after people who attempt to use the name. What I’m thinking about is publicizing the ____ with the name and if _____ comes after me, I’ll make a big stink about it, get the press and use a slightly different name that I in fact think is better.”
My client is very smart & wise. He knows the risks and knows when to let things go. This would be an excellent battle because he knows that his purpose is to get press. If it became an ego-battle, than the only people that would win would be the lawyers.
So, who can you piss off to win press coverage?
PS: If you need an Internet marketing company to help with search engine marketing to maximize your press coverage, Volcanic Marketing is ready to help.
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