Know-How Exchange : Advertising/PR

In addition to what's been said...

To start a viral campaign, someone needs to use the product, be completely satisfied, and then tell someone about it. To increase your chances of success...

1) Maxamize samples: If you have cold/flu medicine, it needs to be in the hands of your target group (people who are sick). So distribute the samples in the winter when more people are sick. For allergies in the spring when people are suffering. Distribution will matter too. Do you have reps who can get the product in doctors offices or medical clinics (I am not an expert of pharmaceutical marketing) so more research is needed here. Not to mention other demographics... is it a high-end, or low-end product? Is your product targeting any group in particular? Find those people. This will take lots of research.

2) Have a product that works: This sounds funny to be said here but it's the truth. People are more likely to tell people about a negative experience with a product/service than a positive experience. I have read many case studies about products who put themselves out of the market because they were not ready for it.

3) So if you have maxamized your sample distribution, and those who have used it, like it... then cross your fingers and hope they tell someone... OR be proactive. Make the product memorable--perhaps through unique packaging and design. This will help increase the chances of it being remembered. Thus, increasing the chances of the user telling someone. Remember creativity is key to a guerilla campaign (Cheryl is absolutely right about being "unorthodox").

These are just someone tips from my persepective. There is so much more to be said, for example, the links above. Good luck and please keep us updated on what you decide to do.