The Word-Of-Mouth Buzz
'Buzz', if you're a company you will love to here that word. The Buzz is nothing
more then the promotion of a product by the word-of-mouth. However, this
word-of-mouth promotion has become a very strong force making products that were
unknown huge successes. If companies are able to reject the common myths that go
along with the buzz then they can use to huge power of the buzz to become
nothing other then a marketing legend (Dye, 2000).
The way in which the buzz gets started is by people sharing their experiences
with each other. When these experiences are favored by the other person the
result of it could be a huge success in whatever the experience was. Blockbuster
recently had success with some of their commercials dealing with Harry Potter,
Beanie Babies, and Pokemon to name a few, and it was all driven by customers
word-of-mouth promotion (Dye, 2000).
Many companies have no clue what to do when it comes to a marketing campaign
that will use the full power of word-of-mouth promotion. These companies could
be getting the full benefits of the buzz if they understood how it worked. For a
company to do this they need to look at the five myths that are associated with
the buzz to gain a better understanding of really what it is (Dye, 2000).
The first myth says that 'Only outrageous or edgy products are buzz-worthy'
(Dye, 2000). This is not true because '54% of the U.S. economy has been
influenced by the buzz' (Dye, 2000). Products that are viewed to be in that 54%
range are pharmaceuticals, electronics, and transportation to name a few. In the
pharmaceuticals world Viagria and Fosamax are two products that have huge buzz
effects. In the electronics world there is al...
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.... Media and advertising are tools that can help with creating buzz,
but too much of those two things could keep a buzz from even happening.
Companies need to remain focused on their marketing to people
through verbal, digital, or visual to create a word-of-mouth promotion (Dye,
2000 ).
The future of the buzz is here to stay and I believe that it will only get
stronger. This is in part of the growth of technology. With all the advancements
in technology the buzz will be more common and used much more often. Also many
more Americans are making more money which in turn they will use to spent on
consumers products creating a buzz for those products. One day the buzz will be
the primary way that companies reach out to consumers to gain sales.
Works Cited
Dye, Renee. (2000, November-December). The Buzz on Buzz. Harvard Business
Review, 139-146.
The documentary film “The Persuaders” is a great film that captures the evolution of advertising. The film is broken up into six distinctive segments. Each segment can be viewed as a specific moment in time where advertisement evolved in order to survive in the fast paced society we live in. The film starts off with a crucial concept of standing out. The narrator mentions in the first few minutes of the film that companies are struggling to come up with new ideas for advertising. This may seem not so much of a big deal but, the narrator goes on to explain that as the years progressed, the number of advertisements increased exponentially. It had gotten to the point where people began to pay less and less attention to advertisements. One of the people interviewed for this film was Naomi Klien, author of “No Logo”. Naomi stated that consumers are like roaches, you spray them and spray them and after a while it doesn’t work anymore we develop immunities. Seeing the threat that this poses on them, many companies have tried numerous ways to break through what the companies call the clutter crisis. Their need to grab the attention of the advertise...
..., and always. Many new technologies, advancements, and some things that might not ever happen again, this time period is one in its own.
...rn day of age. Consumers as well as business owners rely on these advance technologies to make our everyday life easier and smoother. Without this tool we would not be able to track our progress in many industries. We would not even be about to track our packages for Christmas to our loved ones! Therefore I see these two products being extensively utilized in all industries and might be introduced to many more.
Excellent growth up until the most recent year. Sales dropped from 1984 to1985. A new product introduced in 1986 is forecasted to boost sales.
Day in and day out, as consumers, we are inundated with rhetoric in the form of advertising messages. The internet is littered with them. Magazines and newspapers are filled from one page to another with advertising messages. It’s in our junk mails and on billboards. The main purpose of this is simply to promote their product, usually in such way that portrays them as the better brand over their competitors, and ultimately to make profit.
They did not create a proper advertising campaign prior to the launch of the product, and are trying to form it now to increase customer awareness of the product.
Mateschitz's secret to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious "buzz-marketing" strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, "We don't bring the product to the consumer, we bring consumers to the product."
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
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