The "IRL Channel" - A Viral Acquisition Strategy

In the realm of digital marketing, we often hear about Facebook ads and Google Adwords. However, there exists an underappreciated advantage for companies with a physical presence: the "IRL Channel". This refers to the real-world interactions that drive digital engagement and product adoption.

It harnesses the power of constant, tangible reminders, encouraging users to try and adopt the product.

The "IRL Channel" creates a natural and intuitive path for viral acquisition. Seeing a product in action, be it a scooter or an Amazon Echo, prompts users to explore its capabilities.

Viral Acquisition Through Real-World Presence

Products with inherently social aspects thrive in this channel. Take transportation services like Uber, for example. Sharing rides with friends and family fosters word-of-mouth marketing and increases adoption.

The "viral" nature of transportation extends beyond social outings. Even utilitarian trips can become social experiences, involving interactions between riders and drivers.

The proliferation of brightly colored Lime scooters across cities serves as a potent reminder of the service, attracting new users.

Harnessing the "IRL Channel" for Retention and Engagement

The "IRL Channel" extends beyond acquisition. It plays a vital role in driving retention and engagement. The presence of an Amazon Echo on a kitchen counter encourages frequent use.

The physical presence of a product serves as a constant reminder, fostering consistent use. It acts as a catalyst for digital engagement.

This principle applies to B2B solutions like Envoy, a building access and security system. Repeated exposure to the product in various workplaces makes it a natural choice for purchase decisions.

The Power of Digital to Offline and Back

The "IRL Channel" operates in both directions. Just as physical presence drives digital engagement, digital platforms can influence offline behavior.

Highly Instagrammable retail experiences like Boba Guys or the Museum of Ice Cream entice users to seek out these locations, turning social media posts into offline visits.

This "digital to offline" phenomenon has long been a force in retail. Now, the reverse is also taking shape, with real-world experiences driving online interactions.

Esports and the "Viral" Power of Fandom

Esports and fandom communities offer another compelling example of the "IRL Channel" in action. The online world of gaming and fan fiction translates into real-world events, like esports arenas and VidCon.

This fusion of online and offline experiences fuels a "viral" culture, driving both digital and physical engagement within the fandom.

The "IRL Channel" - A Catalyst for Growth

The "IRL Channel" is a powerful tool for driving acquisition, retention, and overall growth. It leverages the power of real-world interactions to foster digital engagement and product adoption. This bi-directional flow of influence is transforming the landscape of ecommerce, marketing, and social media.