Will It Blend Week, part 4: How it all started with sawdust

As a preview for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference here in Chicago on December 16, we’re dedicating a full week to our halftime celebrities from Will It Blend — one of the most successful viral video series of all time.

Check out our previous posts in this series:

  1. George’s six tips for creating viral content
  2. 3-Minute WOM Lesson: Lessons from Will It Blend?
  3. The numbers behind the amazing viral video series

You might be thinking that while this is all well and great, your company isn’t like that. You can’t blend garden rakes or iPhones, much less make content that anyone will share.

But what’s important to remember here is that we’re talking about a BtoB blender company. It’s not exactly an industry inherently filled with content that goes viral.

It all started with sawdust

Not long after joining Blendtec, VP of Sales and Marketing, George Wright, took a stroll through the company’s manufacturing facility and noticed sawdust on the floor — an odd find for a company that makes blenders.

After asking around, George learned the sawdust was from tests conducted by founder and CEO Tom Dickson — and after seeing how excited the staff was with the tests, George knew he had to get it on camera.

They didn’t run out and find a production crew or big budget equipment — they just grabbed a simple camera, some materials to blend, and a lab coat.

Look for your sawdust

Look for the remarkable moments your company has behind the scenes every day. Show fans your R&D department, your field tests, your new product innovations, your community work, or your creative processes.

Not everything will be a viral sensation, but by keeping the production of your content cheap, you’ve got plenty of chances to keep trying until you find what works.

And remember: A great test of your content is to see what interests your own staff. They’re the ones who see this stuff every day — so if something catches their attention, your fans will probably be thrilled.

P.S. In one of the most explosive episodes in Will It Blend history, check out what a Blendtec blender does to Bic lighters:

email

Tags: , , , , , , , , , ,

Trackbacks/Pingbacks

  1. Share this great chapter from Mitch Joel’s new book with a friend - December 2, 2009

    […] working for free, when innovators like Blendtec are able to launch their consumer line of blenders with YouTube videos — Mitch explains that it’s time to accept that there’s no going […]

  2. Download the Chapter: “Burn the Ships” from Six Pixels of Separation - December 3, 2009

    […] for free and when innovators like Blendtec are able to launch their consumer line of blenders with YouTube videos — Mitch explains that it’s time to accept there’s no going […]

  3. Le ROI des médias sociaux ? Blendtec multiplie ses ventes par 7 ! « yllium / toutpratique - December 8, 2009

    […] point à méditer, tout est parti … de la poussière du bureau d’études. George Wright, VP Sales & Marketing récemment arrivé chez Blendtec, fut surpris de la […]

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again