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Buzz MArketing. Marketers encourage small talk about a product or service in a variety of ways Their work instigates conversations between small groups of friends, as well as larger scale discussions through social-media platforms, such as Facebook and Twitter.
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Marketers encourage small talk about a product or service in a variety of ways • Their work instigates conversations between small groups of friends, as well as larger scale discussions through social-media platforms, such as Facebook and Twitter. • They keep the conversations going by responding to consumers through these tools, and kick start that conversation by organizing events to gain attention.
INfluencers • The most effective buzz marketing campaigns are initially targeted toward people who are considered influencers or early adopters of products. • they tend to dominate their peer group and are eager to share their knowledge. • thy may have their own blog that is widely read and a Twitter account with thousands of followers. • These are people whose opinions are noticed because of their personality and influence.
The Main Point • If marketers have done their job right and these early adopters share their experience of a new product, ideally, the buzz about it will grow as more people hear about it. • If you are somebody who can get consumers to keep talking about a product, the marketing world wants you! • Bloggers, Youtubers, tweeters, etc.
Now It’s Getting Real • Take a minute to think about the people who others listen to at school. • If you HAD to get everybody to like something, who is the one person that would give you the highest possibility of success? • What about outside of school (other social circles) • How about the online influencers?
Why Not Develop Your Own Social Network • The Clorox Lounge • An interactive website with contests and forums for customers to talk about their bathroom experiences. • The site encourages customers to keep coming back through surveys, prizes, contests and e-mails. This creates a way for Clorox to stay connected with its consumer base in a way it wouldn’t otherwise, and it creates a buzz because of its unusual subject matter
Outside Bloggers • Marketing departments may also use outside bloggers to help with their efforts. Knowing that an interesting fact can spread quickly on social-media networks, marketers send bloggers samples of products before they are widely distributed. • They expect a mention of the product in return. • Lucy’s List
How it Works • An influential blogger will discuss the new product on a blog post that gets read by his followers. Those followers, in turn, may forward the post to their friends and highlight the product on the social-media sites they use.
How to get people talking • Encourage communications through website forums and social networks. • Give people something to talk about with information that can be easily shared or forwarded and publicity events that inspire people to tell others about what they saw or experienced. • Create communities and connect people such as user groups, fan clubs, and message boards. • Work with influential communities by identifying influential people and informing them about the company’s plans and encouraging them to share such data. • Research and listen to customer feedback which can be done by tracking online comments to social networks and collecting survey data. • Engage in conversation by establishing blogs and a social media presence and contributing to them on a regular basis
Get tastemakers involved • Hold an event • Concert, art, charity, run, carnival • Create a contest • People LOVE to win things! • Help your community (or help the world!) • A portion of our proceeds go to…
Celebrity EndOrsEments • People like to see a familiar face on a product • Makes them stop and look at an ad
Celebrity EndOrsEments People want to be like celebrities
Celebrity EndOrsEments 2. They open up new demographic Sometimes the celebrity has fanes of all ages!
3. The belief of getting high quality product Trust the celebrity, trust the product.
Celebrity EndOrsEments 4. Another important factor is social media. Kylie is halfway into a billion followers on Instagram
GuerillA Marketing Look this up and provide 3 case study examples that you may replicate to help promote your cause.
Publicity Stunts • Red Bull – bikes, snowboarders, races • Undercover marketing – get people to mingle in a crowd and use your product or talk about it. SONY does this! • Grafitti and stencil graffiti • Stickers • Flash mobs
