Advertising Real Life Products in Second Life

Second Life is a virtual world that works dynamically with interaction being the key ingredient to success. Many real life companies have heard the wonderful stories about the remarkable success that individuals are having in Second Life and have jumped on the bandwagon to try and reap the benefits of it's continued success. Some companies like Starwood Hotels, were able to take the feedback of Second Life residents and implement the ideas into the design of the bedrooms of their real life facility. Other companies like Wells Fargo shut down their island and no longer have a connection with Second Life. The reality is that marketing in Second Life is going to be radically different from anything that has been done to date. It actually allows you to be extremely creative and innovative. Here are some tips to help you market your real life company in Second Life.

1. Create a team that understands Second Life implicitly. You want to have a master scripter to write innovative scripts that will give any residents that visit your land/island that 'wow' experience that will have them sharing landmarks with their friends. Add a master builder to your team. He/she will be able to design buildings that will have people touring just for the experience. Ambiance brings people back often. If you need a Second Life landscaping guru, get one. There are many people who seem to love walking around and touring the gardens. Add fishing ponds, swings, fountains, waterfalls, and any other beautiful landscaping items that you can think of. The team should include someone that works in your company in real life, so that they can help guide the vision of the image, services, and products that your company is trying to market. This will help keep your branding on the forefront of all design ideas. A team lawyer is important to make sure that the laws of your state/country are not broken (Second Life adheres to the laws of all the countries and you are ultimately responsible for any laws that you break). A virtual marketing manager and event coordinator should round out the team.

2. Give away free products. If you are a car company, consider giving away free cars (you would be amazed at the amount of lindens that people spend on their virtual cars). Luxury items are in high demand. People are living a fantasy. Cater to their fantasies and they will keep coming back. Free clothing, gift bags and other virtual freebies are always welcome. The more unique and interactive, the better. Hand out cellphones that are unique and interactive.

3. Have promotional events full of fanfare and giveaways. Make it often so that people get used to coming back to see what you are doing this week (and they will bring their friends). Second Life residents tend to be very social and friendly and interactive. They share information and landmark links to their favorite places. A handful of happy Second Lifers will bring you an exponential amount of exposure.

4. Advertise in places that get high traffic. Partnering with people in popular Second Life spots will ensure that you get exposed to a large number of people. You might also want to host events at these sites or sponsor something they are doing. Hire a Second Life advertising company to market your products for you. They have experience in the inner workings of Second Life and can make things happen for you.

5. Create business cards that you or your company avatars can hand out (or dispense in receptacles at your building) Moo provides Second Life business cards that have pictures of your life or favorite scenes in Second Life.

6. Set up a viewing room with interactive televisions that allow people to view your latest products or information about your services. Remember there are people from all over the world that are on Second Life who want to be the first to see or purchase a product. Help them do that.

7. Offer services in more than one language. Build your global reach by hiring bilingual, in-world, customer service people. They can answer questions for you and develop a personal connection with Second Life residents. It makes your company seem less impersonal and makes a lasting impression.

8. Set up a blog that focuses on your activities in Second Life (Reuters seemed to think it was good enough to set up a correspondent that is dedicated to reporting on Second Life). It will drive new traffic to your site and increase exposure (plus you look really innovative...not bad for positive publicity).

Remember, trying to market in Second Life the same way you would in real life will lead to a painfully short existence in the virtual world. Be creative, expand your vision and don't be afraid to try a new approach. Nissan has taken a practical approach to Second Life, and it seems to be working for them. Your business will be successful in the virtual world if you implement new tactics limited by only your own imagination.