Buzz Marketing is a strategy that shares and amplifies the power of the most ancient and persuasive selling tool: word of mouth.
The main goal of this strategy is reaching a huge number of people and letting them talk of a specific product. These tactics generate an opinion (usually positive), a value and, in the most successful cases, brand loyalty.
Buzz, viral… how many times have you heard these expressions? They seem all the same, but there are some important differences.
Buzz, Viral and Word of Mouth: differences and similarities
Word of Mouth is one of the most powerful selling tools on the planet. Consumers exchange their opinions about a product or service. It’s something natural, each one of us does it, if a suggestion comes from our friends or family, we trust it more. How many of you check the reviews of a product before buying something? Word of Mouth can be the natural glory or the ruin of a product.
Viral Marketing: this strategy of Marketing generates interest in a product (or service) spreading it everywhere at the speed of light. Some people think that going viral is synonymous with bad. This is not true. Behind this kind of Marketing there is an elaborated strategy. Just to give you an example, in the last few years we are seeing some interesting cross channel strategies, with product placement of famous brands in Summer hits that then goes viral.
Buzz Marketing: this a marketing strategy that amplifies word of mouth. If viral marketing usually takes place in social media, an event is the perfect scenario for a buzz campaign, the message can reach millions of people instantaneously. For sure, you can vehiculate your campaign also through social media.
How to develop a Buzz Marketing strategy?
Choose your content
Mark Hughes was who invented the term ‘Buzz marketing’. According to him, there are six ways to build a buzz marketing campaign. So, a great campaign should include at least one of these WOW factors:
- Taboo: literally a social or religious custom prohibiting or restricting a particular practice or forbidding association with a particular person, place, or thing. Driving your audience behind the ordinary and the forbidden will stimulate them to have a reason to talk about your product and share an opinion.
2. Outrageous: it takes your audience by surprise and shocks them, positively or negatively. Of course, we suggest focusing on shocking them positively.
3. Unusual: focus on something totally new or completely different from your usual service or product.
4. Remarkable: surprise your audience or tell them an impressive and amazing story, something that you usually won’t do.
5.Secret: we are all naturally curious. Tell your audience some secret and you will attract their attention.
6. Hilarious: give your audience a reason to laugh and have fun. It’s one of the most common strategies.
Remember that video could be the perfect format to vehiculate your buzz message.
Select your audience
Who will be your possible buyers/followers? Not everything will impact everyone, so create a specific message for your audience segment.
Give them a reason to engage with your product/service
Surprise them, let them talk about controversial topics. Be different.
Find the right Influencers
Influencers can be the perfect messengers for your buzz campaign. Do you remember? We were talking about Influencer Marketing in our last article. Select someone that fits with the values of your brand and your audience and let them spread your message. You can also create a topical hashtag.
Don’t forget Guerrilla Marketing
On-site activations and performances are an amazing and spectacular way to spread your message and let it fly from mouth-to-mouth.
Last, but not least, if your brief is strong and you worked on a sophisticated and complete strategy, your buzz campaign will fly high, on and offline.
How can I create a buzz marketing strategy?
The first step is to choose the theme of the campaign, like using unusual, funny or taboo topics. Then you should select your audience and give them a reason to engage with you. Finding the right influencers and doing guerrilla marketing are also good ways to boost your strategy.
What’s the difference between buzz and viral marketing?
Buzz marketing refers to a marketing strategy that amplifies word of mouth opinions, while viral marketing refers to a strategy whose goal is to spread the interest of a product as fast as possible.
What is "word of mouth" in marketing?
Word of mouth can be considered one of the more powerful tactics that exist in marketing. It refers to the natural way that consumers voice their opinions about products, recommending them to other people like family or friends. It’s really important in marketing because it’s based on trust, so it has a really high selling power compared to other tactics.
How are influencers related to buzz marketing?
Using influencer marketing can be really helpful for your buzz marketing strategy. After all, the role of influencers is to sell and recommend products of a brand, that’s why selecting the correct ones is crucial for a successful buzz campaign.