Anna Gotter, one of the writers of Single Grain, says that, of all the messages that she receives regularly, in almost all of them, one certain thing is really common, which is the passionate interest to go viral. Nowadays, everyone wants publicity, every business wants to stand out in the crowd and it is believed that going viral can help achieve that goal.
The reason for which this issue of going viral was brought up here is because, buzz marketing, about which I am going to talk about, is actually a viral marketing technique.
What is Buzz Marketing?
As the name suggests, buzz marketing is basically about creating a buzz about a product or service. What brands or companies will try to do this thing is like implementing all types of activities and strategies that are possible to execute, with a view to creating a buzz, to prompt a new product among people.
One specific thing to put focus on is that, while doing buzz marketing, maintaining excitement or generating marketing ideas that are very unique and not-so-conventional type are really important. Because without ensuring this particular stuff, we can hardly expect that people will be very much interested in the product and suggest their friends, family members and other known figures to use it or experiment with it.
So clearly buzz marketing is more like a chain reaction, where the first initiative will obviously be taken by the marketers themselves, by introducing a very unconventional type of marketing campaign about a product, but the rest of the process will automatically be done by the users and the customers. After they themselves come in contact with the product or use it, they will suggest it to others and thus there will be a hype among the mass, which will continue until the product gets outdated or useless.
Types of Buzz Marketing
Lots of criteria are out there regarding buzz marketing. Let’s get to know at first that what are the types of it:
1. Buzz Campaigning
Campaigning that has the potential to gain the attention of the mass and also providing the essential information regarding the product will certainly be contributing to create a buzz and thus make the marketing of the product more effective than traditional marketing.
For this, at first the marketers should try to find out the ongoing trends, especially among the youths and do something creative based on the findings. The audience must see something interesting and out of the box type of ideas during the campaigns, and ultimately, what we can expect to happen through these campaigns, is that people will try to be a part of the hype that will have already been created and inform others about it as well.
2. Online Campaigning
This segment requires a great amount of concentration, considering the fact that the online presence of people is increasing day by day in an exponential manner. Sinec a huge part of the overall audience will be staying online for quite an amount of time, the marketers need to capture this customer segmentation and design marketing campaigns according to it.
3. Offline Campaigning
While executing online campaigns, don’t get too much easy with that since you still have an audience who might not be a part of the virtual world. So, to serve these offline customers in the right way, you have got to take some measures. What you can do in this situation is introducing a totally different type of strategy to market the product like arranging a musical, flash-mobs, street-drama and so on.
The motive is to attain the attention, and to do it, you have to come up with something different. Also, apart from doing the marketing activities, you can try to get some customer feedback in a person to person conversation, that will obviously make the customer feel special and attracted to your brand.
4. Using Influencers and Famous Bloggers
Affiliating with the influencers and famous bloggers will be helping a lot to your buzz marketing activities. The influencers always have a certain follower group and people belonging to that particular group are always interested to know which product the influencer is using, which service is being used by him/her. Now in such a situation, if you can manage an influencer to advertise your product by using it and telling the followers about the features, then chances are there that this will make the buzz more effective and a huge number of people will be interested in the product, they might even turn into potential buyers and customers.
Just like the influencers, there are some bloggers who achieved huge publicity among people. You might want to offer these bloggers your products to use and share the experience in their blogs. When the blogger will incorporate the product and the name of your brand in his/her blog, it will absolutely gain lots of attention from those who are readers of the blogger. Thus you can manage to reach a great number of customers and let them be a part of your buzz marketing.
5. Creating a Demand for the Product
Just look at the example of Lamborghini, this car manufacturing company will not be making unlimited amounts of cars for the customers, rather only a few of them. As a result, the customers feel the want to have one of those cars, which they consider is very much special.
The same thing happens when a mobile phone company announces that the number of phones that they will bring to the market will be very limited. We can see that people start making pre-orders without making any delay. The psychology of the customers works in such a way that whenever they see a gap between the demand and the supply of a product, they feel a special kind of attraction for the product.
As a buzz marketer, make the best use of it. Create a buzz among people in a way that will tell the customers that your products are exclusive and only a few in numbers, as a result, the hype will be created among them to buy it as soon as possible.
Advantages of Buzz Marketing
Among the positive aspects of buzz marketing, we can consider the fact that, in most cases, buzz marketing campaigns don’t require a huge amount of capital or investment, even it can be done for totally free in some cases. Through this type of marketing, you can make the best reach to your potential customers. The process enables the product to be sold very quickly. Also, receiving proper feedback from the users and re-designing the product can also be one of the advantages of buzz marketing. The last but not the least, this marketing will represent a better understanding of your brand to the customers, which will contribute to the increase of your profit margin eventually.
Disadvantages of Buzz Marketing
Standing out in the crowd is of course not going to be an easy task. It is a very complicated job to actually create a buzz and go viral. Also, financial stability of the company is needed so that the investment for the goods and distributions can be done properly. Another thing is, in buzz marketing, we have to totally depend on the customers for the sale of the products and services.
Successful Buzz marketing-How to do it
If you want your buzz marketing campaigns to be successful, then you better have a look into these following tips:
Widening the Reach of the Product through Communication:
The more consumers you can engage in your marketing campaigns, the more beneficial it will be for your business. For this reason, while you are planning to run a buzz marketing campaign, at first make it sure that the means of communication with the consumers, who are your primary focus in the scenario, are effective enough. Wide range of communication will certainly let more people know about your product and thus increase the overall reach.
Maintaining the Matching of the Product’s Satisfaction Level with the Buzz that’s been Created:
In case you have been able to create a massive amount of buzz among the customers but when they started using the product, they feel that the whole hype was completely overrated, then the outcome is certainly not going to be good for your brand. So, mountain the quality in such a way that when a person will be using a product by being influenced by the buzz, that person won’t be dissatisfied after using it.
Emphasizing on the Uniqueness and Superiority:
Without serving something different from the others, it’s hardly possible to attract the mass, let alone create a whole buzz. So, use the creativity of your marketing team and generate ideas that will leave the audience spell-bound.
Virtualization and Online Presence:
To get the best result, you should try to incorporate some other types of marketing strategies to accompany your buzz marketing, like, advertisements, referral campaigns, social media campaigns, influencer marketing and so on. Also, make it sure your whole marketing procedure has a strong online visibility to the netizens.
Measuring the Success of the Campaigns:
Don’t just keep executing your plans, keep a record of how much success you are gaining from those. The ones that seem to generate more reach to the customers, focus on those and the ones that are not being very much effective, cut them out from your budget.
The ultimate motive of buzz marketing is basically to stand out among the crowd. If you are successful, then people will be talking about your product, or be discussing the service, eventually notifying the others about it. However, the process is not at all easy, a massive amount of effort will obviously be needing to execute the strategies.