This site showcases the (mostly) digital work of Andrew DiFiore from both Virtual Arts Studios and answerYES Interactive as well as random thoughts and experimental projects too volatile to be contained anywhere else.

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    I was interviewed by Amanda Pinto The Stamford Times about generating online success with Internet marketing.

    City Internet marketing company a Web hit
    By Amanda Pinto

    STAMFORD — If a Web site showcasing retro pin-up photography draws its share of Internet traffic, would popularity boom if the site was made more interactive?

    An entertaining — and addictive — photo-hunt game that earned photographer [Octavio of] Winky Tiki a 1,600-percent increase in Web hits and a mention in Maxim and FHM magazines proved the answer is yes.

    Andrew DiFiore, Jr. president and creative director of Stamford-based online marketing and design firm answerYES Interactive, was responsible for this, and other Web

    His [Stamford] business employs not only tried-and-true methods of marketing, but utilizes Internet technology to reach clients’ target demographics through more cutting-edge viral marketing.

    “Viral marketing is a form of word of mouth marketing, so you could say it’s been going on forever,” DiFiore said, adding that the term was born in the mid-90s, when e-mail company Hotmail began giving a way free Web addresses. “The idea is, if you can get people to talk about it will spread like a virus.”

    Through the use of popular online networking sites like Facebook and MySpace and user-generated content [sites] like CollegeHumor and YouTube, “edgy or unusual” Web-based content can spread like wildfire, DiFiore said.

    The biggest goal, and perhaps the biggest challenge, of viral marketing is creating “viral advocacy,” encouraging Web user participation and feedback.

    “You’re dealing with the customer directly, this is the beauty and power of the Internet,” he said. Viral marketers strive to reach the “alphas,” those who will view the product and pass it on to others. ”Before we even write a stitch of code we think about how to reach that target audience,” DiFiore said.

    answerYES Interactive, a more than two-year-old company, specializes not only in viral and other marketing techniques, but also in all elements of Web design.

    DiFiore himself has a background in computer science and multimedia design. He worked 15 years with Prodigy, a dial-up service that was a precursor to the Web. His
    background in the technical aspects of Web programming later allowed him to exercise his creativity through Internet marketing.

    He was then able to hone his skills while working for information company Thomson Corporation.

    “It was a natural evolution for the business — I always took a marketing approach to our Web site because I understand technology and practicality of design but I understand the ideas of marketing it,” he said.

    His commitment to “niche marketing” he said, allows for good conversion — a significant return on the client’s investment.

    “This is all about creating a brand experience, but you are also creating a relationship with [the customer],” he said.

    DiFiore also lectures and helps clients create a “road map” to reach its base. He handles Web design and development and helps build collateral.

    Stacey Tucker, owner of Weston-based StaceyLu Confections, enlisted answerYES Interactive to revamp the Web site for her custom cookie business. Over a four-month period, DiFiore redesigned the site, helped develop the logo, and made her business ecommerce-ready, Tucker said. The bright colors and Web illustrations “captured the feel” of her business more so than the original page design, she said.

    answerYES Interactive also worked with Rev. Ann Emerson, an interfaith minister who serves as director of spiritual outreach program The Harmony Project.

    The project, which is one facet of the Sanctuary of Sophia in Monroe, got a boost from its DiFiore-led redesign, which softened images and made more feminine a site that aims to represent the re-awakening of the divine female, Emerson said.

    The 100-page Web site, which Emerson said spans 800 pages when printed, will soon be launched in ebooks. DiFiore will create the ebooks and market them virally — asking users to fill out a poll after which they’ll be given a free ebook URL to pass on to three friends. Emerson said she sought out DiFiore after hearing rave reviews from friends — whose businesses ranged from belly dancing to architecture — who had worked with answerYES Interactive.

    His work on The Harmony Project gained him a new fan, Emerson said. “He just did a profound job — the Web site, the material had been up for four years, it was kind of old-fashioned and he really brought it up to speed,” she said. “Computer people often are not good at creative things, but he has both.”

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    Boston-based corporate team building company Game Show Nation (a division of Teambonding) uses classic game shows to promote teamwork and camaraderie in the workplace. answerYES was approached to conceive and produce a B2B viral marketing campaign that not only “mimics” GSN’s real-world game show experience but also have the same viral potential of a B2C campaign.

    The most popular GSN game show event is Survey Says, the company’s version of Family Feud. So, we created a branded microsite featuring a Flash version of the game show (replete with cheesy 70′s game show music).

    Once the game was in place, we would challenge companies (or departments within companies) through email and social media to play against each other. The game could only be played once per day and the team at the end of the week with the most points would win GSN prizes (anything from Survey Says tees to 25% off the company’s next team building event). In addition, the game questions were completely customizable so if Team Pepsi was playing against Team Coca-Cola, the questions would be unique to the soda biz. If the game was between departments, the questions could be even more specific. The microsite also included a Twiigs poll and Quick Quote mini-form.

    Unfortunately, GSN abandoned the viral marketing campaign entirely one week before launch due to the Aqua Teen Hunger Force guerrilla marketing stunt that inadvertently created a bomb scare in Boston on January 31st. The local press had a field day and a golden opportunity was lost. Despite efforts to reassure them, in my client’s mind viral marketing was “bad” and the campaign was never fully realized.

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    I’ve been doing a lot of speaking engagements on viral marketing and so it became imperative to come with some promotional material. I don’t get to do a lot of print work but this was a fun piece. The reactions I get are great. And no, that is not me sneezing.

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    I was interviewed by Norwalk newspaper The Hour about the power and promise of viral marketing. Read all about it here.

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    To help boost engagement with potential “parents” of maltese and yorkie puppies, breeder Connie Schaub of the Prairie View Kennel commissioned this casual game based on the classic memory match… with a unique marketing twist. The photos featured were of real puppies available for adoption real-time!

    The game was designed to be dynamic so photos linked (at the end of the game) to the adoption page of each puppy. The viral dividends of this idea seemed quite large but, alas, were never realized due to the lack of internal support. It ended up as just a page on the Kennel website, which still became the most popular page on the site, driving a great deal of traffic over many months.

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