2. Introduction
• What is Buzz Marketing?
• What do people ‘talk’ or ‘buzz’ about?
• Buzz or Rumor? What is the Difference?
• Effectiveness of buzz marketing.
• Positive vs Negetive of buzz market.
• Advantages & disadvantages
• Steps of launching WOM(word of mouth).
3. • Campaign keys of a well-done buzz.
• SWOT of WOM.
• How to stimulate WOM and make it work for
our organization.
• Success stories
• Future challenges
4. What is Buzz Marketing?
• According to Billon and Tardieu (2002), buzz marketing is
based on word of mouth creating a buzz around a product,
service or event.
• For example: You might recruit volunteers preferably
proactive consumers who are center of influence among their
peer to try products and then send them out of talk about
their experience.
• It reaches more people, faster than advertising, direct mail or
even the Internet.
5. What do People ‘talk’ or ‘buzz’ about?
• Exciting Products (like movies, destinations that offer exciting
experiences.)
• Innovative Products ( like Web Browsers)
• Personal Experience Products (hotels, airlines)
• Complex Products (in order to reduce risk people talk about
products they do not understand like software, medical
devices.
• Expensive products ( a very expensive vacation package will
make potential buyers ask about what it offers and how good
it is since it requires a big investment by the buyer.)
• Observable Products ( people discuss things they see in others
like cloths, cars)
• Personal Activities ( like attending a cultural or sporting event)
6. ‘Buzz’ or ‘Rumors’? Its difference.
• Rumor : Information with an unknown or hidden origin which
propagate largely without being checked.
• Buzz : Talking without an intermediary or advertising.
7. EFFECTIVENESS
• Buzz works as a marketing tool because individuals in
social settings are easier to trust than organization
personal promotion.
• Interpersonal communication has been shown to be
more effective in influencing consumers’ purchasing
decisions than advertising
• As consumers increasingly expect to have access to
buzz about products as part of their purchasing
decisions and to interact with the brand in social
media, successful companies are being driven to adopt
social media marketing strategies to stay competitive
8. Positive vs Negative buzz
• Positive buzz is often a goal of viral
marketing, public relations, and advertising
on Web . It occurs when high levels of
individual engagement on social media drive
the buzz volume up for positive associations
with the product or brand.
• Examples of products with strong positive
marketing buzz upon introduction are Harry
Potter,Volkswagen's New Beetle.
9. • Negative buzz can result from events that
generate bad associations with the product in
the mind of the public, such as a product
safety recall
• Examples of negative buzz include the 2014
General Motors recall of cars many years after
a known issue with a faulty ignition switch
which they admitted had caused 13 deaths.
10. Advantages – To the Marketer
More effective per rupee spent
Lower costs
Researching and
listening to
consumer feedback
A happy customer
is the greatest endorsement
11. Advantages – To the Consumer
Giving customers a voice – People like fun
information they can spread on
Stronger message from someone you trust
WOM won’t go far for bad quality products
Creating communities and connecting people
12. Disadvantages – To the Consumer
Deceptive
Taking advantage of the kindness of
strangers .
Friends and family become corporate shills
13. Disadvantages – To the Marketer
-ve Word of Mouth
-ve publicity spread by competitor!
Lack of control – Company cannot
interferemanage the marketing process
Ethical dilemma surrounding buzz marketing –
what consumers think about it
14. Steps of launching WOM
• Identify key persons (influencing ones in their
communities) to be the vectors of message:
bees.
• Stimulate those persons through a personal
experience with flatting their ego in a manner to
make them impatient to unleash the message.
• Encourage broadcasting of this experience
feeling the vectors with new information and
tools which generate a buzz effect.
15. Campaign keys of a Well-done buzz
• A product with high quality.
• An innovating product with positive aspect.
• A concept which arise impatience to know more or curiosity.
• A concept flatting the ego of vectors.
• Creative use of tools and technics.
16. SWOT of Word of Mouth
STRENGTHS
• Low cost compared to other
classic advertising
campaigns
• Automatic sharpening of
the rumour when it moves
from one person to
another…….it becomes
strong and personalized.
WEAKNESSES
• We have to target and to
reach the good vendors.
• Tools and technics of off-
line buzz are difficult to
control
17. Contd.
OPPORTUNITIES
• New technologies
developing increasingly.
• New dynamic and creative
method.
• Raising number of virtual
communities.
THREATS
• Bad uses of buzz marketing
causes negative buzz.
• Unwanted stuff with other
fast marketing technics with
little cost.
18. Stimulate WOM and make it work for
our Organization.
• Create a unique product or service.
• Locate opinion leaders.
• Identify the good vectors.
• Stimulate knowledge about product or service.
• Satisfy all inquiries.
• Respond with positive comments as well as complaints to
maintain high level of customer satisfaction.
• Use Internet to nurture WOM (Word of Mouth).
19. Buzz Concept
• Buzz Off- line
• Buzz On-line(Viral marketing)
• Vectors
• The Lunatic Fringe
• Alphas
• Bees
• Large Public
• Laggards
20. Off-line buzz marketing.
• Off-line Buzz: All the vectors has to do is ,
speaking about the product, the idea, the
service. That’s buzz.
• The key elements in off-line buzz is the
contact and reaction between vectors and
product. So, the vector can observe, keep in
touch with the target person.
21. Viral marketing
• We distinguish the buzz online marketing
which is also known as "viral marketing“.
• Viral marketing is buzzwords referring
to marketing techniques that use pre-
existing social networking services and other
technologies to try to produce increases
in brand awareness or to achieve other
marketing objectives (such as product sales)
through self-replicating viral
22. Vectors
• The Lunatic Fringe: called innovators, those persons are open-
minded and able to accept new ideas away from traditional
aspects and fashion.
• Alphas: They are between innovators and early adopters.
They are always searching for novelty and attracted by risks.
• Bees: They are core of buzz. They can talk about their
experiences, discoveries and share them with others.
• Large Public: More than 150 persons. It has a snowball effect
(less information fade naturally).
• Laggards: They are hanging to the traditional things and they
are not interested to adopt novelty.
23.
24. “The Soda with the Buzz” –
Forbes.com
An “energy” drink, $2 (8.3 oz.), 80 mg of
caffeine
It doesn’t taste very good
Yet Red Bull has a 70 to 90 percent
market share in over 100 countries
worldwide.
Its contents are not patented - all the
ingredients are listed on the outside of
the slim silver can.
In 2004, 700 million cans were sold in
the U.S. i.e. 47% share of the energy
drink market
Red Bull sponsors some 500 athletes
worldwide
25. Other Examples
Ford gave 120 people the Focus to drive
around
Sony Ericsson used “fake tourists” to
promote their new camera phone
26. Challenges for the future
Buzz Marketing only works on first time buyers
Dec 06 – Federal Trade Commission said
companies paying people to promote products
must disclose those relationships
Effectiveness of Buzz Marketing will wear off as it
is diluted through overuse -The growing
popularity of buzz marketing could well spell its
downfall
27. More challenges
For long term success Buzz Marketing must
be used in conjunction with other
marketing tactics to support a marketing
strategy
