Creating a buzz about a brand, product or service in the target market base, so there is hype amongst users or consumers to widen reach, boost lead generations and increase conversions is called Buzz Marketing.
In this post, we will dive deep into buzz marketing, understand what it is, learn different types of buzz marketing and finally go through various examples of buzz marketing. So, let us get started with the introduction first-
Introduction to Buzz Marketing
What is your recent favorite advertisement? – Do not answer me; keep the answer within you.
Did you get excited about that advertisement and said to your friends about it as well?
Have you ever thought why that advertisement made you feel excited and made you share about it with your friends?
I believe this is not the question of why, but it is the question of what made you do this.
The answer to that question is- Buzz marketing influenced you to do so.
I am sure that the advertisement must have given you Goosebumps, or invoked some emotions which ultimately triggered your eagerness to share the same feeling that you gained from that advertisement to others.
I am sure that it is normal for a human being and not some psychological condition. That advertisement is one of the prime examples of Buzz marketing.
Buzz can be of different types to cater to different kinds of audiences. Let us have a closer look at the concepts associated with Buzz Marketing-
What is Buzz Marketing
Buzz marketing is the oldest, highest, and most reliable marketing method.
Buzz marketing is a marketing method in which a business or brand follows all possible strategies to create a buzz to prompt their new product in society. This marketing method will generate some excitement at a product on a person’s mind and in turn; the person automatically suggests that product to others that ultimately creates hype around that product.
It is a chain reaction in which the buzz of a product will be around until the product gets outdated or useless. It is usually either word by mouth strategy or mouth by ear strategy. There are lots of methods and techniques used in Buzz marketing because buzz can be created in various ways.
There are various types of Buzz marketing. So, let us have a look upon those first-
Types of Buzz-Marketing
1) Buzz Campaigning
Campaigning is one of the oldest Buzz marketing methods.
It is done by sponsoring some events or creating their game to prompt their product. Campaigning is done on sponsoring something that is always an option, but there will always be an event launch to launch their product.
In which the company will explain its product, product specifications, and advantages. It considered crucial for their product promotion to creating an eagerness in people’s minds to buy their product.
2) Online campaigning
Online campaigning has also become an essential method for Buzz marketing. The world is online nowadays, so it has also become a necessary platform for campaigning their product.
The company will post an advertisement online at all the social media platforms to create talks about their products. I think it is the method that all the companies use nowadays to create a buzz about their product.
For example, did you remember the advertisement of Vivo Apex?
That was the first mobile phone advertisement to create a buzz about all display or full display mobile phone.
3) Offline campaigning
Offline campaigning is prompting a product, employing person to person communication.
This method consists of services like customer care, feedback, and so on.
This method will give satisfaction in the consumer mind that their product is safe, and it also helps the company to improve the product to the next generation based on the customer reviews, and the customer needs.
This method is followed in all the companies as mandatory to connect themselves with the customers.
4) Using Influencer or prompting through a famous Blogger
It also creates a buzz of a product because the influencer or blogger will explain the features of that product very clearly.
If a person is waiting for a product to be launch, then watching their favorite blogger to blogging the outcome of that product will also give them excitement to buy that product. It can even convince consumers to buy that product.
The video or written blog released by that blogger can reach many customers, and that helps to create a buzz about that product. For example, unboxing of phones or review about the new products is an example for the famous bloggers who blog about products that are going to be launch or blog about product features after its launch. It is the easiest way for the company to reach its customers.
Influencers also play a significant role in informing their followers about any new product launch.
5) Creating demand for that product
All the company follows it, but to explain it better; I want to use one example.
Lamborghini and other exclusive car companies make only a limited amount of cars for the customer, which creates a buzz and makes them sold out very fastly.
Another example is the limited edition of mobile phones; the mobile phone company creates a limited edition mobile phone based on the trending matter that is happening in the world to create a buzz for their product.
Whenever you heard the word defined edition, then the company that selling that product is trying to create a buzz on that product.
6) Rumour Spreading
Buzz marketing is not only done by creating leverages but also by creating rumors about other products.
Rumors about other product can also create a buzz which will automatically make us buy the competitive company product to that rumor product.
For example, if a mobile phone company has rumors that their security is weak, and the company has less protection so that hackers can hack the users’ data of that company. What will you do then if you want to buy a mobile phone?
You will consider other company’s mobile phones rather than the rumored company mobile. This is also another method of buzz marketing.
After going through different types of buzz marketing, let us now delve into various steps that can help you in running an effective buzz marketing campaign-
Advantages of Buzz-Marketing For Your Brand
Buzz marketing has many benefits like
- Free advertisement for a company.
- Best reach to the customers.
- I am selling products very quickly.
- Getting feedback and improve that product to create the next generation of that product.
- The fast reach of a product to the people
Buzz marketing has many advantages, and it is one of the oldest marketing methods that are still in use and used by all the companies in the world.
By using Buzz marketing method, you can easily reach the people in all the corner of the world. This marketing method can reach to the remote place very quickly because this method is a mouth by ear strategy.
This method can make a better understanding of the company and customer, even if the customer is illiterate. It can make a company reach people very efficiently and also it can make the company achieve great heights.
Along with these advantages, there are some disadvantages of buzz marketing as well. Let us have a look upon those as well-
Disadvantages of Buzz-Marketing:
The downsides or limitations describing buzz marketing are-
- Interpersonal communication in this process lacks control. This makes the whole process less trustworthy.
- The investment is required for goods and distributions. Hence financial stability is needed.
- It isn’t effortless to make the product go viral in the process. Hence it is a complicated process.
- The dependency on the customer increases for the sale of the products and services.
Tips for running a Successful Buzz-Marketing
For running an effective buzz marketing campaign, few key tips need your attention, so let us have a look upon those-
1. Widen the reach of your Product through Communication
When you plan to run a buzz marketing campaign, your primary means of communication are your consumers. You need to incorporate a communication strategy that focuses upon your target audiences, and let them be aware of the hype that your product or service has.
2. Your product satisfaction level should match the viral you created
When you are running a buzz marketing campaign, it is essential that your product matches the expectations of your consumers and satisfies them. When the product matches the real buzz, it helps in increasing the market presence and credibility more effectively.
3. Create a viral for emphasizing your uniqueness and superiority
When you launch a product and create a buzz around the same, you need to ensure that your product is better than your competitors, or your product has some uniqueness that differentiates it from other existing products. Running a buzz marketing campaign that can help you overcome the competition in your target marketing is quite essential here.
4. Your viral should be directed towards the virtualization of your campaign
When you are running a buzz marketing campaign, you need to support it with some other powerful means that can visualize your campaign and widen its reach by penetrating more favorable markets. You can use advertisements, referral campaigns, social media campaigns, influencer marketing, etc. for making your buzz marketing to be viral.
5. Use online channels for optimizing the reach and conversions of viral
Marketing experts recommend the use of multiple online channels for optimizing the outcomes of your buzz marketing campaign. Using online advertising and marketing tactics will be quite useful in boosting the conversions of your buzz. You can use content marketing, email marketing, online advertising, social media marketing and advertising for increasing the virality of your buzz marketing.
6. Use monitoring tools to measure the success of your viral campaigns
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.
Here is a video by Marketing91 on Buzz marketing.
Examples of Buzz-Marketing
The Apple Company does the most exceptional representation of Buzz Marketing.
They have come up with highly effective campaigns for their Macintosh, and word of mouth became their most significant friend along with ads for creating the buzz. Being different from the rest of the manufacturers has been the USP of Apple.
Thus you can say, a good Buzz marketing campaign is not focused purely on the commodity or the inbound links, it is highly dependent upon the credibility in the market. So, without having a positive interaction, you would not be able to do so either.
For ensuring success for their brand via buzz marketing, a high amount of advertising strategies that assist and improve the spread of information is incorporated by the Apple marketing team.
2) Clorox Lounge
Along with having some USPs and great word of mouth, some other key factors play a crucial role in optimizing the outcomes of a buzz marketing campaign.
Understanding the requirements of consumers and channelizing campaigns as per their needs is also essential for creating a buzz. Clorox did the same with their Clorox Lounge campaigns.
In this, an interactive website is provided to the customers in which contests, customer forums, and surveys are incorporated. By using this, the company develops a connection with their potential and existing consumers. It also allows customers to share their viewpoints about Clorox products.
This strategy becomes quite useful in widening the reach, engaging with customers and building credibility that ultimately convert into conversions and increased market presence for the brand.
Starbucks is yet another illustration of the process of Buzz marketing.
Starbucks acknowledges that its primary marketing is name recognition via word of mouth. But, along with this, the company also ensured the top-notch quality in its every product. Offering customized services with a highly amicable ambiance has also been a prime factor of positive buzz around the brand.
Some of the instances of such features are-
- The name of the customer is illustrated with a happy expression on the bottle.
- The staff will always be there with a smiling face to attend you.
- The company is known for offering the best quality in the market superior to all of its competitors
- The atmosphere is pleasant, with spaces to sit down comfortably and soothing orchestral music.
- They give consumers free wifi.
- Gift a loyalty card to consumers.
So, all in all, the idea of having a coffee can be turned into an event thanks to the fantastic experience ensured by Starbucks.
This generates the base for buzz marketing. Starbucks ‘ unique experience makes customers post photos of the spot with their smiling drink on different social networks. This does effective branding for the company.
Because of such an inspiring, customized, friendly and effective market presence, the positive hype around the brand helped it to have a presence in 75+ countries around the world.
Buzz marketing experts may build a sensation about a potential item or company in a variety of ways. These were only a few explanations of how companies want customers to chat, so they’re going to want to do it first hand.
So, on the concluding note, we can say that buzz marketing is a sales tactic targeted at creating a healthy level of trust, hype, and loyalty within customers to widen the reach, optimize lead generation and boost conversions.
Brands and businesses around the world need to create a healthy and productive buzz around their products and services. The tips mentioned above will for sure help you in running a result-driven buzz marketing campaign.
Buzz marketing also aims to stimulate discussions among the target customer segments about a brand, its products or services. That is why; buzz marketing comprises significant advantages for the brands that are planning for a product launch.
What kind of buzz marketing strategies would you prefer for informing your audiences about your new product and widening your reach by penetrating the target audience base? Share your views with us in the comments below.