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| − | Written by:[http://hypercube.me/cdn Annmarie Castaneda]
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| − | There is quite a bit of buzz in the air about an old fashioned marketing technique. The approach to getting the word out is historically proven, but is now being taken to the next level. The concept is referred to as buzz marketing. More technologically advanced marketing methods are usually the talk of the town, but none of them can even compete with the effects of buzz marketing. That’s because personal recommendations and testimonials are still the best form of advertising. The tactic of buzz marketing can be employed regardless of the size of the company. The results can be amazing.
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| − | Buzz marketing is the process of making people aware of a product through everyday casual discussions. The first step is to acquire a buzz agent to use the product. Buzz agents are simply normal people who have volunteered their time and efforts in exchange for use of the product. The buzz agent will use the product or service and then tell his or her friends, family members, and coworkers about it.
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| − | Because the buzz agents are representing the company, they need to obey a basic set of regulations as they discuss the product. They are used to speak honestly of a product, good or service, and dish out both the good and bad aspects of a product. In fact, buzz agents are required to inform their acquaintances that they are reviewing the product at the request of the company.
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| − | The marketer will then compile the information and data from the agents, and use this to determine new demographics and to find new customers. Through this data analysis, advertisers can develop more effective marketing plans centered on their product.
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| − | The main principle behind the effectiveness of buzz marketing is natural human curiosity. No one likes to be left out of a new trend or what is currently popular. People like to talk about celebrities and want to know more about amazing tales. Throughout the years, media has exploited this tendency by featuring stories about famous people, fascinating events, and other kinds of interesting happenings. It works because it feeds human curiosity.
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| − | Buzz marketing takes the natural urge to hear a good story and monetizes it. The product is somehow attached to a story, such as an underdog story of the company president. This makes the product memorable. Marketers allow their tale to move into the world of chit-chat and, along with it goes their product.
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| − | To ignite the discussion, marketers often turn to social networking sites to speed up the process. Facebook marketing and Twitter marketing are great tools to use for promoting products. Another popular technique is to offer free trials of a product to initiate the buzz.
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| − | For a buzz campaign to truly succeed, the marketer needs to hone in on a unique aspect of the product or company. Without that hook, the product will be mired in a pit of similar products that nobody notices. The hook could be a new product launch, the sales presentation, or the company background.
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| − | The key to success, though, is that the product does exactly what it claims to do. A great buzz campaign can move a lot of product off the shelves. When a product does not do what the buzz claims it will, the buzz marketing project will all be for nothing. If this is the case, then buzz marketing won’t work and the sales launch will be a colossal failure.
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| − | Even though word-of-mouth advertising has been around for years, businesses are just now beginning to recognize it as a legitimate strategy. It has historically been an accidental marketing method that has worked well for a number of companies. Buzz is powerful, effective, and often more affordable than other advertising tactics. With a solid marketing plan, a great company, and an excellent product or service, a company can soar with buzz marketing.
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