As marketing students we all probably remember the four Ps: Product, Pricing, Placement and Promotion – the traditional model of marketing.
Today marketing has been reinvented and the Ps are being replaced with Cs – Collaboration, Creativity, Connection and Communication. Brands now need to tap into those online community connections and hence the term Swarm Marketing was born.
Recently Dell revealed Dell Swarm a new marketing scheme in Singapore. As discussed by the Ebiquity Blog it goes like this: If you agree to buy a laptop on Dell Swarm, the discounted price drops as others join your “swarm” and also buy.
Here’s how the Dell system is described:
-Start by picking the laptop you would like to purchase. Be the first buyer to join a Swarm and you’ll enjoy a price lower than Dell.com’s best discounted price (after cash rebates).
-Join a Swarm after, and you’ll enjoy a new, lower price – as will all previous buyers.
- Once the swarms closes – which is when the limit of 15 buyers or 72 hours is reached, whichever is the earlier, the price is then finalised. This final, lowest price now becomes everyone’s purchase price – including yours!
-To get the maximum discount, grow the Swarm by Sharing with your friends. You can share via Twitter Or post a note on your Facebook® profile and tell all of your friends Point others towards your Swarm using Digg, del.icio.us and other tools. Or simply send your friends an email directly! Not ready to buy yet? You can also choose to Follow the Swarm. You’ll then receive updates via email. As well as through free SMS alerts.
What other examples do you have of swarm marketing? are there examples in Australia?
Could your business benefit from a Swarm marketing approach?