Build Response By Blasting Buzz Marketing - Stun Them!!

Feed The Bees!

Shake things up, grab attention and generate some Buzz! Let's talk about Word of Mouth marketing. Of course we just can't call it that. We enthusiastic marketers have to relabel it, rename it again, twist it halfway to Tuesday and end up with a tangle of terms. Word-of-mouth marketing, Viral marketing, Buzz marketing, Product seeding, Evangelist marketing, Influencer marketing, Organic word-of-mouth, Amplified word-of-mouth ... just scream when you've had enough because there's more at the door.

Buzz-literate marketer

But hold on! People talking to other people is so - 20th Century. We are wired, hot-linked, online and very Web 2.0. Talking is so passé when you can blog, IM and Tweet. Well, in spite of the fervent desire to transform word-of-mouth to "word-of-mouse" it's estimated that 80% of word-of-mouth marketing communication happens offline … only 20% is on-line.

Where is the 80% happening?

According to 2009 research from the Association of American Geographers buzz and word-of-mouth are driven more by places than by groups and the Internet. "Buzz-worthy" events and locations have direct and obvious links to the culture and characteristics of the people who attend. Why do you suppose dress and jewelry designers jockey like racehorses on Oscar night to have the right high-profile actress wearing their couture? Because they know careers and reputations can be made during that short walk from the limo door to the theater door. It's all in the name of buzz. Word of mouth has redefined V.I.P to become Very Important Place. Depending on what you are marketing, determine the places your target audience goes - go there, establish a presence - and then give them something to talk about.

The Ah-Ha Moment

If you remember only one thing from this article please let it be this. In new marketing, whether it's Word of Mouth, Buzz, Viral or Social Media the rules are reversed. Your target customers don't join you - you join them. You do all the work to create the relationship, present the story or be a part of the community.

What's the Buzz; tell me what's happening

The goal of Buzz marketing is to generate such a level of word-of-mouth discussion about your product, service, company, location, cause that the simple act of talking about it becomes entertaining, fun and, above all, personal. Buzz is "about" something and someone. Your marketing and brand can only encourage and enable the conversation. So here are some ideas to get people talking.

#1 Feed The Buzz - Buzz, just like gossip needs a great story so give people something juicy to talk about. The trick is to have a buzz-worthy story that benefits the company and your products and services.

#2 Controversy is your Buzz BFF - It can't be what you want to talk about it has to be what they want to talk about. There is no boring Buzz. If the executive team is comfortable you haven't gone far enough. Buzz feeds on emotion, the unexpected, the funny, the extreme and the unmentionable.

#3 Intrigue the media - Look online at CNN, Fox, Drudge and Huffington Post. Even the most naive will see marketing at work. I've just read a story about how Nokia is investigating a way to power cell phones with Coca-Cola! Wow and look at that great big Coke can and how many times the name is mentioned on four major news websites. Who do you suppose seeded the story? The moral is you don't need opinion leaders and documentation you need surprise, disagreement, outrageous reactions, a sprinkling of paranoia and puppies and kittens.

#4 Don't tell it all - Watch the TV "entertainment" and gossip shows. The story develops over a period of days looping back and forth with each new "development." The expectations of a new Harry Potter book or movie begin literally years before and build consistently in small "Buzz Bites" until the release. Every rumor fuels the flames. Then the buzz peaks when the book or movie is released and drops off. It's carefully orchestrated. So tell enough to get people interested and react to their reactions. Then toss out more of the story. Drag it out.

#5 Go for a feeding frenzy - The instant you sense the first shift of attention sweeten the pot. Add a contest, survey, coupon or promotion. I hope didn't think Oprah gave away cars out of the goodness of her heart. It was the parlay in a brilliantly executed Buzz campaign that ramped up attention and made her the topic of media, chat room and fitness club chatter for several more weeks.

#6 It's not your brand it's how people react to your brand - Remember Buzz is personal. There is no spin control. There is no tiny type at the bottom of the screen that reads, "Professional driver on a closed course" or "Results not typical of average weight loss." The goal is to create a personal connection with your target consumer. It has to be real or those demographically desirable customer segments will eat you live and sting you to death.

Be ready for the attention

As Seth Godin puts so clearly you need to have a product worth talking about in order to generate some Word of Mouth.

• Make sure there are no skeletons in the closet
• Anticipate the flip side of the conversation as well as the variations of the topic and never assume you can control the conversation
• Have a strategy in place to respond. Don't debate, argue or correct the public. Be prepared to join the conversation.

If you are hungry for the marketing honey buzz creates then give them an irresistible story to talk about. Make your brand a part of the story but not THE story. And, make it personal. Feed the Bees!

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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.