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Eric Yaverbaum on Tappening.com's Happening

December 3, 2008 By Heather Fletcher, Senior Editor, Target Marketing
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TM: What channel did you launch in? How did you reach people?
EY: All we did was PR. That's how we launched this company. We had the Web site that we have today and PR programs. ... It was the press that drove the people to our site; otherwise, nobody would've known about us. I mean, we didn't have any money to advertise when we started.

TM: After the press drove consumers to your site, what marketing efforts did you employ?
EY: The campaign that we have right now, a quarter million people downloaded the ads. That's a quarter million new people to come to our site to download our advertising campaign and pass it around. ... People actually have these ads hanging in their offices. They feel like they're making political statements ... People download these ads and pass them around to their friends.

TM: How could a marketer replicate the Tappening marketing model?
EY: I'm not telling. You know, the thing about what we did was ... we were just very good at getting attention. ... It was already happening long before us. What I would say is that there was a fire already happening, and we came and we poured gasoline on it. So, as a business model, when you see a fire somewhere, if you can create a solution and pour some gasoline on it, you will reap the reward of that.


 
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Most Recent Comments:
Larry Leonard - Posted on January 04, 2009
I've seen so much about this group over the past year. Much of what I read credits the group with bringing the bottled water backlash to a fever pitch that seems to have resulted in many Americans waking up and not wasting money on a product they can get for free. I have no idea if it was actually this group who did it, but it certainly is one heck of a business model. Do something good. Spread a message worth hearing. And make a buck. The perfect storm if you will? Great interview!
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Archived Comments:
Larry Leonard - Posted on January 04, 2009
I've seen so much about this group over the past year. Much of what I read credits the group with bringing the bottled water backlash to a fever pitch that seems to have resulted in many Americans waking up and not wasting money on a product they can get for free. I have no idea if it was actually this group who did it, but it certainly is one heck of a business model. Do something good. Spread a message worth hearing. And make a buck. The perfect storm if you will? Great interview!