This is my mind on viral events

We are by no means experts in marketing. We are not yet a national brand and household name.  

Though over the past 18 months, we’ve been fortunate to experience 5 viral events. The first 4 were in Iowa. The 5th one happened earlier this week (Nov 2022) for our Minnesota farm.

Here is my mind on viral events.

1. Viral events should drive revenue.

We qualify something as a viral event if it brings us A LOT of subscribers in a short amount of time. What would be A LOT for you? A lot for us at this scale is 20+ subscribers within 24 hours.

Viral event to Clayton Farms = more paying subscribers

2. Viral events should highlight the value you’ve created for people.

We have a really good product food. How do we know that? We have a 5% YTD churn rate. What metrics show your value?

There is a 95% chance someone stays with us

3. Viral events should talk about now, with a sprinkle of later.

If your product is available now, the best time to have someone experience it is now. If someone experiences it now, you should let them know what’s next. What’s now and next?

Today we offer these foods you want. Next is the other food(s) you want.

4. Viral events should create momentum for your team.

Our team has had a rollercoaster of a week. 5 hours before our viral event, our site was broken and no one could make a purchase. Is your team all strapped into the same rollercoaster?

Momentum for us is seeing viral events bring ambitious targets closer to reality.

5. Viral events should increase the likelihood of future viral events.

It’s much easier to receive coverage once someone else writes about it. Kind of like when you’re raising a round of funding. Once you get the first check/someone to say yes, others follow, right?

If we are to always be aiming for viral events, we need to remember that every day is day 1.