Buzz Marketing: The Chit Chat Machine That Can Launch A Product
Written by:Tammie Skaggs
Before television, radio, and the Internet, the most effective and common method of advertising was passing on information from person to person. This tactic, known as buzz marketing, can still be used as a strong component of any promotional campaign. As current mass marketing strategies are growing more expensive and less productive, more intimate means are being sought. In steps buzz marketing, which takes advantage of the power of personal recommendation. Many, however, may not realize the potential of buzz marketing, and what it can do for small Internet marketers.
The success of buzz marketing hinges on the effectiveness of word-of-mouth recommendations. Marketers give product samples to buzz agents. Buzz agents are volunteers who work with the company sharing their views with the public in exchange for the free product. These people are then asked to talk about the product, service, or experience, and the word-of-mouth process has begun.
Agents must obey certain guidelines, based on the company. They maintain honest assessments of both good and bad aspects of the product. They even go so far as to say that they are an agent of the company or brand, alleviating any feelings that people may have of being tricked.
The agents then report to marketers, and the information is shared. The data is compiled to ascertain the effectiveness of the campaign and the need for future change.
Buzz marketing targets human curiosity, which fuels people to talk about interesting subjects. People want to know what is going on at all times about anything that interests them. It could be about any topic at all. Gossip is a favorite pastime for most people. They love to talk about other people. They want to know about important events and happenings. Buzz marketing lets marketers use this curiosity to their advantage.
People love underdog stories about the entrepreneurial spirit triumphing against all odds. The most effective advertisers will take a heartwarming story about their company, product, or service and use that emotion to launch company or product buzz. The marketer makes the story interesting and attaches the product to that story. The gossip train takes it from there. The buzz can even be transmitted along social media lines.
In order for a buzz marketing plan to be effective, advertisers have to look for a special aspect of their product and figure out a way to get that across to their potential customers. One way to get the buzz started is by spreading the story along social media networks and blogs. The product can then become entirely viral and get another free round of advertising.
Although buzz marketing is a powerful tool, it can only be effective if the product is as wonderful as the buzz claims it to be. In the event that the product cannot live up to expectations, good buzz will quickly turn to bad buzz. This can be enough to railroad the enterprise altogether, so it is essential for a product to live up to its billing – and top billing at that.
Buzz marketing is a new tactic for most marketers, but is one that has the potential to become a top method around the world. Buzz marketing is the perfect strategy for companies that have innovative and intriguing products. All they have to do is start the conversation and the buzz will gain a life of its own.
