I hate ‘buzz’. You may have read many posts from me about how much I dread reading about buzzworthy topics and what not. I consider myself on the cusp of early adoption of information, especially being in Iowa.

The biggest problem with buzz is that often times people run with and idea or concept without really understanding how to facilitate it and the effects of implementation. Exhibit 1: Viral Marketing. I imagine that if you are a reader of GANB you are well aware of viral marketing.

I know its been written about a hundred times and often gets bundled with Web Marketing. And we all know that just saying you have something viral does not mean you do. Advertising on the web is not guaranteed to spread word of mouth. That works about as good as a billboard.

Yes, Yes you’ve heard this all before and I’m preaching to the choir. But here in Iowa (as I’ve stated before - 3 years behind) marketers are just finding out about this. It’s big news for the Des Moines Register (who I have my beefs with and will address here). The front page of the business section of the DM Register today touts a local campaign to raise awareness for Des Moines in an article entitled, “Campaign channels Web buzz to tout D.M.“. It seems as though they have taken this concept and run without really understanding what it takes to make it work.

In this article writer Donnelle Eller discusses the local Greater Des Moines Partnership’s new advertising campaign, ‘Do More‘ announced yesterday. According to Donnelle the campaign is based on two ‘buzz’ ideas: crowdsourcing and viral advertising.

Donnelle points out that, “If the Greater Des Moines Partnership’s advertising blitz is successful, residents will be doing all the work for the central Iowa business group.” What’s that? Crowdsourcing. Let your community create content and awareness.

She also points out, “‘Viral advertising’ is a big piece of the group’s new $300,000 marketing plan - called ‘Des Moines. Do More’ - and it depends on fun-loving, computer-savvy folks to spread the word.”

According to the Des Moines Partnership’s website, the campaign will consist of the following viral elements: posters, notecards, ‘viral videos’, sticker books, wearables, e-cards, etc.

I have several qualms with this entire scenario. First of all the DM Register article was light and fluffy with no analysis or insight to the arena of web advertising, buzz/viral marketing, or ‘viral videos’ (again, more on this later). But that’s come to be expected from the DM Register.

If the viral nature and tech savvy crowd is going to carry this crowd why is this first someone like myself has heard about this? Like I said, when it comes to being on the edge here in Iowa there are few as close as me, including Mike (among others) who hasn’t mentioned this either. Why wouldn’t the DM Register or the DM Partnership reach out to local bloggers - those of us who are supposed to carry this ‘viral’ message.

In fact, the only buzz in the local Des Moines blogosphrere about this subject comes from a DM Register blogger who said nothing but regurgitate what was in the article. The ‘viral videos’ have yet to show up in any video distribution network (ie YouTube, Google Video, etc). The Des Moines Register cannot be your sole word of mouth on this.

This is definitely a beef I have with Des Moines (especially after returning from Seattle). Let’s catch up here folks. There are several people on the edge that you can tap. Can we at least try to get up to only being two years behind?

And I’m always free for some consulting :)

Another thing to note that’s humorous (not so much haha funny). I would bet that Donnelle and the DM Register will never know I wrote this, nor will participants in the Greater Des Moines Partnership. Ironic? Yes.

Apparently they cannot eat their own dogfood.

Tags: Des Moines Register, Des Moines, Iowa, Business, Viral Marketing, Advertising