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Produkte mit viralem Potential


In einer neuen Rubrik möchte ich auf diesem Blog ein paar Produkte unter die Lupe nehmen, die gut viral funktionieren. Soll heißen, Produkte die ihre Bekanntschaft quasi durch Mundpropaganda verbreiten und dabei auch die viralen Effekte des Webs nutzen. Martin Dräger hat mich neulich auf ein solches Produkt aufmerksam gemacht. Es handelt sich dabei aber nicht um Apples iPhone, oder um Nintendos Wii, oder um irgendein anderes Gadget, sondern um ein – auf den ersten Blick – unemotionales Haushaltsgerät. proudly presents den Thermomix


Wie bitte? Thermo was? Ganz recht. Der Thermomix ist ein elektrisches Haushaltsgerät der Firma Vorwerk. Ein kleiner Tausendsasser, der nach den eigenen Angaben des Herstellers wiegen, hacken, mixen, rühren, schneiden, schroten, mahlen, pulverisieren, kneten, emulgieren und kochen kann. Als mir Martin davon erzählte, dachte ich im ersten Augenblick: Na ja, Vorwerk, dieser Multilevel-Marketing Laden? Der mit Staubsaugern zu hohen Preisen von Haus zu Haus zieht, um seine Produkte an den Mann zu bringen? Die sollen ein gutes virales Produkt haben?

Nach den ersten Vorurteilen und Google Recherchen staunte ich nicht schlecht. Zum Thema Thermomix findet man Foreneinträge, Blogpostings und sogar eine eigene Community! Die vielfältigen Anwendungs- und Verwendungsmöglichkeiten sorgen für Diskussionsbedarf. Die Nutzer eines Thermomix geben sich gerne als solche zu erkennen. Eine elitäre Gruppe, die eine Haushaltshilfe für immerhin fast € 1000,- ihr Eigen nennt. Unter diskutieren 5.351 Benutzer über 24.745 Themen in 269.772 Beiträgen! Was macht die Community aus? Ich denke, es handelt sich um eine Gemeinschaft, die auch genauso gut offline funktionieren könnte, wie eine Tupper-Party. Die Leute berichten über die eigenen Erfahrungen und sprechen über die Probleme und ausprobierten Rezepte. Sie profitieren vom Gedankenaustausch und generieren somit für jeden den notwendigen Mehrwert. Über das Web potenziert sich die Tupper-Party auf über 200.000 Gespräche.

Zweifelsohne, der Thermomix polarisiert. Die einen lieben ihn für seine vielfältigen Einsatzmöglichkeiten und die anderen hassen ihn, weil er ihnen zu wenig echtes „Koch-Feeling“ aufkommen lässt und schlichtweg zu teuer erscheint.

Aber eines ist sicher, das Gerät sorgt für Dialoge. Schade, dass das scheinbar der Hersteller noch nicht selbst für sich entdeckt hat…