BUZZ MARKETING

By: Priya Khanna

Introduction

What is Buzz Marketing? What do people ‘talk’ or ‘buzz’

about? Buzz or Rumor? What is the

Difference? Steps of Launching WOM ( Word of

Mouth).

Buzz Concept

Buzz Off- line Buzz On-line

Vectors The Lunatic Fringe Alphas Bees Large Public Laggards

Campaign keys of a well-done buzz. SWOT of WOM. How to stimulate WOM and make it

work for our organization.

What is Buzz Marketing? It is the practice of creating a talk around a

product, service, company or brand. For example: You might recruit volunteers preferably proactive consumers who are center of influence among their peer to try products and then send them out of talk about their experience.

It reaches more people, faster than advertising,

direct mail or even the Internet. The best buzz- generating products and services,

of course, are those, consumers feel good talking about.

What do People ‘talk’ or ‘buzz’ about?

Exciting Products (like movies, destinations that offer exciting experiences.)

Innovative Products ( lie Web Browsers) Personal Experience Products (hotels, airlines) Complex Products (in order to reduce risk people talk about

products they do not understand like software, medical devices.

Expensive products ( a very expensive vacation package will make potential buyers ask about what it offers and how good it is since it requires a big investment by the buyer.)

Observable Products ( people discuss things they see in others like cloths, cars)

Personal Activities ( like attending a cultural or sporting event)

‘Buzz’ or ‘Rumors’? Its difference.

Rumor : Information with an unknown or hidden origin which propagate largely without being checked.

Buzz : Talking without an intermediary or advertising.

The rumor is a ‘subject’ while buzz is a ‘mean’.

Steps of launching WOM Identify key persons (influencing ones in their

communities) to be the vectors of message: bees. Stimulate those persons through a personal

experience with flatting their ego in a manner to make them impatient to unleash the message.

Encourage broadcasting of this experience feeling the vectors with new information and tools which generate a buzz effect.

Vectors The Lunatic Fringe: called innovators, those

persons are open-minded and able to accept new ideas away from traditional aspects and fashion.

Alphas: They are between innovators and early adopters. They are always searching for novelty and attracted by risks.

Bees: They are core of buzz. They can talk about their experiences, discoveries and share them with others.

Large Public: More than 150 persons. It has a snowball effect (less information fade naturally).

Laggards: They are hanging to the traditional things and they are not interested to adopt novelty.

Buzz Concept Off-line Buzz: All the vectors has to do is , speaking

about the product, the idea, the service. That’s buzz. The key elements in off-line buzz is the contact and

reaction between vectors and product. So, the vector can observe, keep in touch with the target person.

On-line Buzz: also called viral marketing: tecnics of buzz via internet which helps spreading fastly ideas,

news, products. It has two ways to spread an idea: 1) Unlash a funny message which circulate between internauts fastly. 2) Invite internauts by a hook to visit a websiteWhere they are asked to subscribe to be part of Campaign.

Campaign keys of a Well-done buzz

A product with high quality. An innovating product with astonishing aspect. A concept which arise impatience to know more

or curiosity. A concept flatting the ego of vectors. Creative use of tools and tecnics.

SWOT of WOM (Word of Mouth)

STRENGTHS•Low cost compared to other classic advertising campaigns•Automatic sharpening of the rumor when it moves from one person to another…….it becomes strong and personalized.

WEAKNESSES•We have to target and to reach the good vendors.•Tools and tecnics of off-line buzz are difficult to control

OPPORTUNITIES•New technologies developing increasingly.•New dynamic and creative method.•Raising number of virtual communities.

THREATS•Bad uses of buzz marketing causes negative buzz.• Unwanted stuff with other fast marketing tecnics with little cost.

Stimulate WOM and make it work for our Organization.

Create a unique product or service. Locate opinion leaders. Identify the good vectors. Stimulate knowledge about product or service. Satisfy all inquiries. Respond with positive comments as well as

complaints to maintain high level of customer satisfaction.

Use Internet to nurture WOM (Word of Mouth).

Thank You....