In this post, we will explain what buzz marketing, which encompasses this concept, the key points for a successful Buzz marketing campaign and the 2 most representative examples of this marketing technique is.
Buzz Marketing definition
A good definition of Buzz Marketing can be:
Buzz Marketing is a marketing technique known as “word of mouth”, “word of mouth” or “mouth-ear” which is to generate a high degree of confidence and satisfaction in consumers to get them to be transmitters of information and the recommenders of the benefits of the brand in order to viralize the product and increase sales .
Buzz Marketing concept
The Buzz Marketing concept can be framed within viral marketing, and its goal is to generate conversations between people about a brand or product. This “word of mouth” marketing technique is based on consumer confidence in a product or service. And it is this trust that conveys the knowledge of the benefits of a product or service through a close or known person, and not through advertising in media and other traditional marketing techniques which makes the consumer trust and end up buying.
5 Steps to an effective Buzz Marketing
The brand has not yet been made public. In this phase, we will go to the most influential sector of our target to capture their interest in the product. A good example would be Gmail, which at first was a product that only a few could access, which generated expectation and cultivated the curiosity of the people so that when it came out that everyone wanted to have it. This step is not mandatory, and the Buzz Marketing campaign can be quite successful without it.
It is important that we generate confidence in the consumers from this moment and throughout the diffusion of the product to improve its reception and word of mouth. For this, we will use benchmarks, important bloggers of the sector, demonstrations, etc. to increase confidence in consumers.
Introduction or exposure of the product or service to the rest of the market. In this phase, it will be important that you have correctly defined your distribution strategy to ensure that you support a possible exponential increase in demand.
At this point normally your product will need the support of marketing techniques on and offline to enhance its dissemination. We can use press releases, street marketing, viral content on social networks, online advertising …
Control and enhance the viralization of the product or service through monitoring, analysis and correction and strengthening of strategy if necessary.
WHAT WORKS IN VIRAL MARKETING?
If you want to know what works and what does not in viral marketing, do not miss our post with:
- The best tips to get your viral content.
- Resources to enhance the viralization of your content.
- The best examples of viral marketing.
SEE OUR POST IN VIRAL MARKETING
6 Key Points in Buzz Marketing
To achieve a viralization of our product through word of mouth we must take into account the following points.
Our means of communication is the consumer, so we must focus all our communication strategy on it.
The degree of consumer satisfaction must be very high for it to become an “evangelist,” so if your product is not perfect superior in some aspect, this strategy is likely not to work.
Your product will be evangelized when it clearly exceeds the competition. Usually, that something will be the price or the quality of the product, but there are many ways to overcome your competition. If you want to know them, I recommend reading “Strategies of sale: How to overcome your competition.”
Buzz Marketing is not incompatible with referrers, influencers, endorsement or advertising in general. In fact, supporting your Buzz Marketing campaign with these marketing techniques will help you viralize your product more quickly.
As a recommendation, focus more on the internet and online media (bloggers, social networks, online advertising …) to give that boost to your Buzz Marketing. Internet and viral marketing are so related that without online strategy the viralization will never come, and if it arrives, you will not have the strategy to control it and make the most of it.
As in any other campaign, you must measure with your monitoring tools what is happening to know how your strategy is working, if you must change something, what actions to strengthen, etc.
Disadvantages of Buzz Marketing
The negative characteristics or drawbacks that define buzz marketing are:
- The absence of control in interpersonal communication.
- High investment in product and distribution.
- The difficulty of viralization of the product.
- High dependence on the consumer.
Buzz marketing Examples
Example Buzz Marketing Apple
The best example that exists about Buzz marketing is that of the Apple brand. They have done very well since the Macintosh, and along with advertising, word of mouth has been their greatest ally.
As you can see, a good strategy of Buzz marketing is not based solely on the product or the referrers, and although it is almost impossible to carry it out without creating an experience around the product, you will not be able to do it with this either. To achieve success and cause viralization will always have to be supported in a large number of marketing actions that help and enhance dissemination.
Example Buzz Marketing Starbucks
Another example of Buzz Marketing is Starbucks. This company recognizes that its main advertising is word of mouth, but this does not come alone, to achieve this it is necessary to ensure that each product sold is an experience, and this is something that the company can control. In the case of Starbucks we see that:
- The client’s name is written on the glass along with a smiley face.
- The employees always attend you with a smile on your face.
- The product is of quality generally superior to its competition.
- The place is cozy, with comfortable places to sit and ambient music to relax.
- They have free wifi for customers.
- Reward customers with a loyalty card.
As we can see, the fact that getting a coffee becomes an experience creates that buzz marketing, making consumers upload pictures of the place, of their smiling drink and comment on both social networks and with others the great place that is Starbucks to relax and have a coffee. The phenomenon that suffers so well received by where it is that they are already present in more than 75 countries.
And you, have you already created your viral Buzz Marketing strategy?