Source: Haulix Daily
Buzz marketing is another facet of marketing that has become more popular in the modern era and that all companies should be aware of.
Essentially, it is a form of viral marketing focused on utilising word of mouth to sell a product or service.
Word of mouth could be anything from local to global, but the goal is to get as big and out there as possible.
More people talking about it means more exposure, translating to more people trying the product or service. Ideally, the people trying it becomes long-term customers, but either way, the company is guaranteed to see an increase in revenue.
Now that we know what buzz marketing is and its aim, the next question is how is it carried out?
There are many different ways, for example;
– Publicity Stunts
These are typically large-scale, real-life events related in some way to your brand. They are designed to attract as many eyes on the event as possible, hopefully redirecting them to your company.
– Pre-releases/review copies
This involves giving your product to notable figures to make content on it. It is usually done with several influencers at once, creating a wave of content covering your product when it releases and putting many eyes on it at once.
– Limited edition
Creating your product in a limited amount or releasing a special version in order to add an air of exclusivity to the people who buy it, thus encouraging them. It can also be a way to reignite conversation around your product again, e.g. a new colour.
These are just some ways of utilising buzz marketing, but there is one more significant form that it can take.
Without a doubt, social media is the most prominent and most commonly used form of buzz marketing.
Due to its versatility, it is used in tandem with the examples mentioned above and many more.
For example, the pre-releases are usually sent to big established blogs but also online personalities and influencers. In some cases, they can even be better than companies.
Good sponsorships usually work with influencers that align with a company’s niche; therefore, the influencer’s audience can be seen as a group of potential customers.
By nature, influencers interact with their viewers closer than a colossal media outlet and therefore are viewed more intimately than a faceless corporation.
As a result, people are more trusting of the face in front of the camera and are more willing to listen to them talk about a product or service they use, perhaps out of respect or an aspiration to be like them.
Source: Family And Media
While the likes of youtube, Twitter and the other platforms can seem like a lawless land, there are actually a lot of rules to protect all parties involved.
Influencers have to clarify when they have been paid to endorse a product to assure people that their views are their own and not part of a script given to them by the company.
Likewise, companies are allowed to watch videos on their product before they are made publicly available to ensure nothing untrue or overtly insulting is said about their product.
Companies can also use social media to create buzz directly, such as through their own social media accounts, but this is notably harder to do organically and target people who don’t already use their product.
This doesn’t mean it is impossible though.
A good campaign or even just riding the right trend at the right time can prove wildly successful in creating buzz, but this alludes to one of buzz marketing’s biggest problems.
One big drawback of buzz marketing is to be a current topic of conversation, you have to be constantly relevant.
This means you have to be aware of what is trendy at any given moment, but this is easier said than done.
In today’s climate, what is cool one moment can quickly become outdated, so keeping up with this cycle and constantly adapting your marketing to it can feel like you are always playing catch up.
You can counteract this by making your marketing campaign as timeless as possible, but the problem is that you are less likely to receive the full effects of buzz marketing, therefore there is no easy or ‘right’ answer.
Another issue with buzz marketing is that you may not be able to control the narrative as closely as you may like.
You can start it off in one direction, but once it becomes a topic of conversation, it is up to the general public to decide how it is perceived.
It can be talked about positively, or it can quickly become ridiculed, which isn’t ideal, so this is another possibility you have to keep in the back of your mind.
Furthermore, overuse of buzz marketing and too many attempts can be counterintuitive.
The best online marketing examples are the ones seen as clever or organic, but if it is too generic or seems forced, you may not receive the reception you are expecting.
As you can see, buzz marketing is a very effective tool that every marketing team should at least glance at.
Sure, it isn’t perfect and it isn’t easy for all companies to implement it but the effects can be explosive if done in the right way at the right time, so do your research and determine if this is right for you!