Buzz marketing is a type of viral marketing ploy that uses a lot of strategically placed hints pertaining to advertising. This type of marketing strategy aims to generate popularity among consumers via words of mouth. However, one can ask how does it work exactly? What could be the exact requirements as to making this a marketing ploy that can work for your business plan in the future?
We will try to answer these questions by giving you the concrete examples as to what you can expect from buzz marketing as one of your tools to successfully driving an advertising campaign for any product of your choosing.
How Does Buzz Marketing Work?
With buzz marketing, you will end up using a more theatrical approach to advertising. Your aim is to exaggerate the promotional value of a certain product in order to gain interest from the consumers. This can be done through focusing on a certain group of people who may be composed of your target market. Before going any further though, you first have to identify who you plan to sell your products to. This is where the process of identifying your target market comes in.
The Benefits Of Buzz Marketing
Buzz-marketing is important because it allows the consumer to decide for themselves whether or not we should buy a product right away. The buzz marketers put the fate of the company’s products in the hands of the consumer themselves. Here are some of the most salient points that will show off the importance and benefits of the concept even further.
- Effective promotions.
- This is the cheapest form of advertising.
- It allows the company to focus on enhancing the product itself and not on the promotional campaign.
- It helps the company gain a regular fan base which can, therefore, build a positive reputation among consumers.
Creating Publicity: Positive and Negative Buzz
As soon as you identify your target market, you can now proceed with pursuing your goal. Most advertisers employ this strategy by allowing a certain group of people who were trained in the art of human psychology to infiltrate the crowd and subtly generate interest by talking about the company’s own products in a positive light. These people are known as buzz marketers. These people will then convince some of their friends and family members to buy these products by their words.
As soon as they can convince even one person to buy the product, everything else, as they say, would be history. They would be the ones to convince other people to give any product from certain companies a try.
Eventually, because of word-of-mouth, positive information will have spread across the community. This will in turn increase product sales significantly. This is an effective advertising tool that various agencies in the field should consider using. However, this advertising ploy can also be the trickiest plan that any advertising agency can use. How so? Read on to find out.
As mentioned earlier, buzz marketing can be a tricky marketing ploy because it relies heavily on the quality of the product that you are advertising. If it turns out that the company fails to deliver in terms of product quality and performance, buzz marketing will have failed as well.
Buzz-Marketing Target Group
For you to know your target market, you have to ask the following questions: Do you plan to sell products that will cater to teens and young adults? Or would you rather sell products that will appeal to the older demographic? Whichever age group they choose, thorough research is certainly required.
There’s also a question about pricing. Will it be available and affordable enough for the lower brackets of society to buy it? It would be advisable to make your products not limited to a certain level of society. This way, you will have a larger consumer audience to cater to in the future.
How to Ensure the Success of Buzz Advertising and Marketing
To ensure its success even further, advertisers have to make sure that the products will be able to deliver what they purport to be able to do. For example, let’s say that you are promoting a shampoo through buzz marketing, if it claims to be a product that can make any user’s hair soft and silky, the product should be able to successfully do this without external help. Otherwise, the buzz advertising for the product will turn out to be false, which will affect the company negatively for sure.
Finding the Right Channels
In addition, you also have to know the proper channels with which to employ buzz marketing effectively. If you are going to rely on word-of-mouth alone, free merchandise sampling can do the trick. You can also include your products among other items that can be given away as prizes for contests and such events. This way, people will be aware of the quality of the products that you have to offer without having to pay for them initially.
Doing this will see that the company’s reputation as the leading establishment when it comes to advertising and promotions.