Stop press.
Company A has become the first company in the B sector to enter Second Life.
We heard this a lot in 2007. Here’s a few of these headlines:
This is a global precedent for the first Belgian bank to become active in this virtual world.
….becomes the First Pure-play PLM Company to Establish Presence in Mainstream Online Virtual World
….the first country to establish diplomatic representation in the virtual reality world of Second Life
…..becomes First Indian Company to announce Virtual Presence
….the first Fortune 500 company to do an exclusive press conference within Second Life
…..the first company to be launched in Second Life
OK. You get it.
Being the first Transylvanian manufacturer of air guitars to enter Second Life does not constitute a communications strategy aimed to encourage people to visit an island.
Arguably earlier this year there was some value in issuing PR to promote SL campaigns but also because the number of companies inside with still relatively low. This media equity however has since eroded as sector penetration has increased as well as the number of different business categories has widened.
Virtual worlds are just another marketing channel. And, if you’re deploying campaigns into them that require a response (or at least a visit or interaction), then you need to realise they need promoting via dedicated channels – channels that are read, watched and experienced by your target market.
Use the various newspapers and magazines dedicated to virtual worlds, create dedicated microsites, use banner ads, run events and competitions (if they are relevant). In other words. Stoke the Fire.
And if you’re selling virtual (or real world) product, consider using the existing distribution network of retailers, particularly in Second Life.
And if you’re going to talk the talk, then walk the walk by commiting resource or budget (or both) to making sure your initiatives do not fail through lack of effort. In 2007, marketers learned that it took more than a press release to get people interested.
Also of humorous note this year were the fanfare press releases issued referring to Linden Labs. Note to writers, at least get the name right.
Read No 1, If you build it, they may not come.