2. THREE RULES OF THE TIPPING POINT
1. The Law of Few
2. The Stickiness Factor
3. Power of the Content
3. The Law of Few
• Two roles are key for the successful sharing information:
(i) CONNECTOR-is someone who knows many people
(i) MAVEN-is someone who is active in collecting/processing
information (different sources). Shortly, it’s a person who
accumulates the knowledge. MAVEN has a skills to start word of
mouth.
4. The Stickiness Factor
• What we do when we want to memorize something? Repeating the
sentence over and over again loudly. The same is with commercials.
There is a maxim in advertising business that advertisement must be
seen at least 6 times before anyone remembers it!
• Coca-Cola paid $32 million for official sponsorship of Olympic Games
1992. Only 12% of viewers were aware that, another 5% were
thinking Pepsi was real sponsor! Research says, whenever you have 4
different commercials of 15’’ in 2 and half mins, the results is 0!
*For the better result than 12%, Coca-Cola missed something sticky in
commercials
5. POWER OF THE CONTENT
• Content is a KING
• Power of the Content = Broken Window Theory
* Broken Window Theory- if the window is broken and no one repairs
it, people will conclude that no one takes care in that neighborhood
which will lead and increase the rate of crime