Marketing Buzz

BUZZ MARKETINGPresented by : Wail ZAHIRPlan :Introduction: What is Buzz Marketing ?Buzz or rumors: Whats the difference ?Steps of launching a WOM;Vectors;Buzz concept: - Buzz off-line - Buzz on-lineConclusionWhat is Buzz Marketing ?Buzz Marketing is the practise of creating a talk around a product,service,company or brand.It is one of the most powerful forces in the marketplace.WOM is more credible, it reaches more people,faster, than advertising or even Internet.

Buzz or rumor : whats the difference ?Rumor: inofrmation with an unknown or hidden origin which propagate largely without being checked.Buzz: Talking without an intermediary, or advertising.A rumor is a subject while buzz is a mean.Steps of launching a WOMIdentify key persons to influence ones in their communitiesValorize those persons through a personal experience with flatting their ego in a manner to make them impatient to unleash the messageEncourage broadcasting of this experience feding the vectors withe new informations & tools which generate a buzz effect.

VectorsIt could be :A network: a group of persons connected or maintained.Social NetworkProfessional NetworkVirtual NetworkFamilial NetworkThe Lunatic Fringe:Called Innovators too, those persons are :Open-minded;Able to accept new ideas.

Alphas:They are always searching for novelty, theyre attracted by risks.BEES:They are the core of Buzz.Bees can talk about their experiences, discoveries and share them with others.Large Public: More than 150 persons it has a snow ball effect less information fade naturally.Laggards:They are hanging to the traditional things and they arent interested in novelty.

Buzz ConceptLike any advertising compaing, buzz compaign has an idea force:Firstly, this idea force must respond to an unconscious or expressed need secondly it has to be attrative and original to cause attention, trigger a need.At this stage we can talk about buzz on and off-line.

Off-line buzzIts technics and various tools as mailing, sampling, event, street and partenering.They key element in the off-line buzz is the contact and the relation between vectors and product.All the vector has to do, is speaking about the product, the idea, the service : thats buzz.On-line buzzAlso called viral marketing: technics of buzz via internet which helps speading lastly ideas, news, productsOn-line buzz has to ways to spread an idea :Unleash a funny or astonishing message which circulate fastly.Invite internauts by a hood to visit a website where they are asked to subscribe to be part of the compaing. ConclusionBuzz works as a marketing tool because individuals in social settings are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services. Interpersonal communication has been shown to be more effective in influencing consumers purchasing decisions than advertising alone and the two combined have the greatest power.