My advice for you is to not spread your product too thin on the ground when it is a particular product launch.
Identify the most likely customers (customer segmentation) for the product being launched. Aim your viral marketing program to the target group. You customer base will grow because of a ripple effect once the product is stabilized and the target group is satisfied with the product performance with viral marketing program. Viral marketing program helps you by spending part of the incoming revenue because of product sales. You may give a $10 gift check for each referral that turned into sales for an existing customer who made those referrals.
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