Buzz Marketing has been powerfully introduced in the marketing field as a promotional strategy that generates intense interest and discussion (the so-called ‘’buzz”) around a brand among the public, thus drawing consumers’ attention to it.
So how easy is it to create and spread the much-desired buzz, which is its potential and what should you be aware of? In the following article, you will get to know sufficiently and in-depth the Buzz Marketing technique, which can take off our business marketing strategy with a few smart moves.
What is Buzz Marketing?
Buzz Marketing is the positive “word-of-mouth” promotion of a brand, a tactic that aims to get people’s attention by creating “buzz” about a topic that is getting publicity. To do so, you need to do something out of the box, something interesting or eccentric, which will be spread because of its unique character and which in turn will generate discussion among people. The success of Buzz Marketing, especially in recent years, lies in the extensive usage of social media as a primary means of spreading the message for both advertising purposes and objective consumer reviews. The positive conversation around a brand on social media is increasingly being sought by businesses.
What are the characteristics of Buzz Marketing?
The goal of Buzz Marketing is the creation of excitement and a sense of curiosity amongst the audience, which leads people to talk about the brand with those around them and thus receive extra recognition. The special features that make it enter the Digital Marketing space more and more dynamically are the following:
Creating Noise – Positive and Targeted!
Noise, disruption, or ”buzz” is the most characteristic feature of Buzz Marketing – as its name also indicates. What you need to be careful about is to seek to create a vivid, active and positive conversation around the brand that will increase your influence, as meaningless or negative promotion that can cause noise is likely to bring undesirable results and discredit the company. Below we will examine the risks that you need to be aware of and avoid.
Unconventional approach – Exception and Originality
Interest and excitement are always generated by unconventional methods. Buzz Marketing may include imaginative or quirky ads, provocative actions, unique campaigns, unofficial events and creative usage of social media in an attempt to stand out from the competition and gain the attention of the public.
Element of surprise – The unexpected!
The noise in Buzz Marketing always comes after something unexpected that will “shake” the audience and cause surprise. Below we’ll take a more detailed look at some strategies you can use to “surprise” your audience and get them all talking about you.
Active public participation – Dialogue and Credibility
The impact of any strategy that aims to create buzz depends on the reaction of the public, who will be asked to share experiences or opinions and therefore the much desired ”buzz” will be achieved. Without their reaction, the Buzz Marketing strategy is a failure. Obviously, its potential in the positive advertising of the company is much stronger due to the climate of objectivity, trust and credibility among people.
The power of social media – Spreading the Noise
In recent years, Digital Marketing has been gaining more and more ground over the conventional one, due to the strong impact of social media. This has also contributed to the quicker spread of the message – the buzz – to a large number of people through the internet.
Which is the potential and benefits of Buzz Marketing?
The potential of Buzz Marketing lies in “word of mouth” advertising, innovation and virality. Its comparative advantages make it one of the most modern and effective forms of Digital Marketing.
The primary role of the consumer
When people learn from multiple sources that a brand is being talked about and recommended by others, their trust is increased, they gain a positive opinion of it and it instantly becomes more credible and appealing to consumers, who feel that they have the primary role in choosing it.
An active presence on the Internet
An event that surprises and excites a wide audience becomes viral much easier through the internet. People tend to share it on social media, which can lead to great exposure and expansion of the target audience. Buzz Marketing has been a very strong part of Digital Marketing in recent years.
Rather than focusing on investing in traditional marketing methods such as pricey advertisements, an alternative and often more beneficial, cost-effective solution is to invest in creating ‘buzz’ around your business, which will be promoted mainly through social media.
Wide Reach and Speed
Through intense conversations around a brand, people’s curiosity to learn about it grows. Thus, it easily and quickly gains more interest, recognition and reach. This is the essence of Buzz Marketing.
What are the risks inherent in Buzz Marketing?
Despite the benefits that exist in the Buzz Marketing strategy, it must be implemented carefully due to its peculiar character. The image you wish to create for the company through buzz must be positive toward your audience, something that can easily be reversed if you don’t have the necessary attention and guidance from digital marketing experts.
Some risks to consider when implementing the Buzz Marketing strategy are as follows:
Loss of control – Probability of negative response
When you want to create noise with Buzz Marketing, you also have limited control over how the information will be perceived by the public. The risk of misunderstandings, uncontrolled expansion, distortion or misrepresentation of the conversation may negatively impact your company’s image.
Misleading – Loss of Credibility
Consumers seek transparency and honesty. In case they realize that you are trying to deceive them using some Buzz Marketing tactics for the sole purpose of simply advertising, they will lose their trust in you.
Limited time resistance – Persistent noise
The “noise” generated through Buzz Marketing, even if you manage to make it intense, can be transient and fade quickly. You may thereby enter a vicious cycle of constantly trying to keep the conversation and interest always around your company, which will waste your precious time.
Discover the 8 + 1 strategies for achieving Buzz Marketing!
So, let’s get down to business. Which strategies can you use to implement Buzz Marketing in your business? This obviously depends on the sector you operate in, the audience you are targeting and your individual goals, but there are specific techniques that can make any business stand out.
1. Providing an exceptional customer experience
Aim for maximum customer satisfaction, provide products and services that stand out, and encourage sharing their positive experience with others. Customer pleasure is the first and fundamental step in a successful Buzz Marketing strategy.
2. Working with Influencers
Promotion and recommendations from influencers on social media have a great impact on their audience, who trust and tend to emulate them. If you want to implement Buzz Marketing effectively and on a large scale, working with influencers is the solution for you.
3. Humor in action!
Create humorous content that will make consumers feel intimate and associate your brand with pleasant emotions through laughter.
Old Spice – “The Man Your Man Could Smell Like” – Old Spice created a series of ads featuring the “Old Spice Guy”, whose funny and unexpected statements about the company’s products that quickly went viral brought the company back into the spotlight and succeeded in attracting a younger generation of consumers.
4. Organization of Giveaways
Giveaways with appealing rewards can attract a large number of people in a short time, who upon receiving gifts from your company are positively astonished and share it with the people around them.
5. Spreading positive rumor
Stimulate people’s curiosity with Buzz Marketing, try something unusual and remarkable that will spread a positive rumor for your company. Draw attention to yourself by trying something that will positively shock.
Red Bull – “Stratos”: Red Bull organized a spectacular and groundbreaking event where Felix Baumgartner jumped from space back to earth. This event attracted huge attention and was discussed worldwide in the media and social networks.
6. Creating suspense
Startle your audience with something unexpected that will stimulate discussion and suspense. An example of Buzz Marketing is the strategy of “pulling” a product or service from the market in order to create a sense of scarcity and impatience among consumers for when it comes back.
7. Organization of special events
Organize events that will create a sensation and attract the public. The event can be a product launch, a presentation, a party, or even a charity event. Incorporate unique elements into it that will grab attention and take off your Buzz Marketing strategy.
Pepsi challenge: Pepsi held the “Pepsi Challenge” in various cities where consumers were invited to blind taste Pepsi and Coca-Cola and choose their favorite. This campaign created a sense of competition and generated strong debates about the taste of the two drinks.
8. Addressing Taboo Topics
People love to discuss topics that are forbidden, controversial, or otherwise taboo! To implement Buzz Marketing, start a conversation or make a (careful and conciliatory) statement on a controversial topic, and the high response from people will speak for itself.
Dove – “Real Beauty”: Dove’s campaign series aims to promote women’s real beauty and disapprove of beauty stereotypes presented mainly by the media. These campaigns have sparked conversations about women’s self-esteem and self-confidence, while reinforcing Dove’s brand awareness as a brand that highlights real beauty.
9. Revealing a Secret
Dare to create mystery around an issue – in Buzz Marketing it’s always appealing!-, for example, the imminent launch of your new product. Reveal some aspects of the secret, giving the consumer a sense of exclusivity.
Integrate Buzz Marketing into your strategy with NUS Solutions!
Are you looking for ways to create “buzz” around your business and excite your audience? At NUS Solutions, we offer specialized Digital Marketing services that can elevate your presence in the digital world.
Contact us to find out more about the services we provide and let’s work together for the success of your business!