Buzz marketing is an approach that implies creating a funny, unique, and controversial advertising campaign or event and engaging influencers for its promotion. It’s aimed at evoking sensation and making people talk about a specific product. The technique helps a brand expand its reach, increase engagement, promote certain products or campaigns, establish a positive image, and save advertising costs.

In this article, we’ll review the effectiveness of buzz marketing, its benefits, and examples, figure out how it works, and discuss the process of creating a campaign in more detail.

Why is buzz marketing effective?

Pay-per-click ads, email campaigns, paid ads on social media platforms and pre-roll videos on YouTube are less effective than word-of-mouth promotion. Since 92% of customers rely on friends’ recommendations, it can even be considered the most powerful way to promote products. This is the key reason for companies to implement buzz marketing.

This type of marketing relies on opinion leaders and their recommendations. The approach that implies creating a viral campaign, event, or product and causing sensation helps boost word-of-mouth promotion, make people talk about a certain product, and recommend it to their friends and family.

Many companies consider the strategy for a reason. It’s time to find out the benefits you can reap after the successful implementation.

Benefits of Buzz Marketing

Interesting, intriguing, eye-catching, unusual, hilarious are just a few words you can use to describe buzz marketing campaigns. They make people curious and excited, evoke certain emotions and interest in a promoted product. The technique is considered effective because it has proved to bring the following benefits to businesses:

  • high brand awareness;
  • minimum advertising costs;
  • organic traffic;
  • popularity on social media;
  • wide reach;
  • strong online presence;
  • high level of engagement.

If you successfully implement the technique into your business, you can get even more pros. To do everything right, you also need to know how buzz marketing works. So, it’s time to walk you through the steps entrepreneurs take to achieve their goals.

How does buzz marketing work?

The process is quite simple. Usually, it’s implemented with the help of social media marketing, its main component. Brands with a ready product ask influencers for help. The main aim is to drive interest in the product. Opinion leaders then share it on social platforms, talk about its benefits, and share thoughts with their large followings.

Since influencers have sway over the audience and trust of followers, they can easily create buzz around a specific product or brand. Remember, 61% of people trust the recommendations of opinion leaders. As a result, a company gets brand awareness among consumers, bigger sales volume, credibility, and extra exposure. This way, marketers expect the target audience to talk about the product and recommend it to their friends and family members.

Now when you know how everything works, we’ll jump into the next section to unveil how you can create a buzz marketing campaign.

How to create a buzz marketing campaign?

Only a few steps separate you from developing a perfect campaign for your brand. So, let’s jump into our step-by-step guide to provide you with enough information to start developing your campaign right away.

  1. Study your audience. Still, you should remember that you should know your customers, their preferences, and their needs before creating any product or campaign. Moreover, when you implement buzz marketing, your audience expands, and accordingly, you should work harder to predict the needs and meet them. Make customers your top priority when creating your content.
  2. Create teasers and share them with your audience. To get to know the reaction to your product and campaign among the masses, you need a teaser. It will guide you to the creation of something very useful and close to people. After releasing a teaser, you’ll be able to see people’s reactions and emotions. Excitement, curiosity, and attentiveness will indicate customers’ readiness to accept your product. In addition, your brand will gain more attention, increase reach, and expand your list of subscribers.
  3. Consider creating a branded hashtag. Hashtags are very helpful tools, especially when it comes to new advertising campaigns. With a branded hashtag, people can find the necessary information on social media, and at the same time, brands can boost social media engagement and awareness. You can also see customers’ responses once the campaign is released.
  4. Drive interest and provide value. Once you do all the basics, you’ll need to create an engaging content strategy and communicate the value of your product. Make sure to deliver the essential information to reach your target audience and engage them.
  5. Create a video. An excellent idea for creating a buzz is to consider video advertising for your new campaign. According to statistics, 54% of consumers prefer to watch more videos from brands. Video content is more engaging, interesting, and easy to recall. After releasing a video, you can be sure that more people will remember your company.
  6. Search for opinion leaders related to your industry. To have a wide reach, you need a person who will be your brand ambassador and effectively promote your product. In buzz marketing, brands choose influencers. Why? They have a large following, popularity, credibility, trust, and influence. That’s why you should consider finding an opinion leader in your niche to share your product with followers, tell about the benefits and value, and recommend it.

If you still have no ideas for your buzz marketing campaign, let’s proceed to the examples to grab some inspiration.

Examples of Buzz Marketing

Apple is one of the well-established brands that was always successful in generating buzz around its products. There are a lot of ways a company can make people freeze in anticipation of something amazing and brand-new. However, the most significant ones appeared in the days of Steve Jobs. To be exact, in 1998. After presentations, brand reps used the sentence “One more thing…” to create a sensation. It was Apple’s “wow factor.” After, people talked about the brand’s new products with excitement and curiosity and became free promoters.

Another perfect example is the famous Dell and its latest campaign. The technology company decided to support school children with laptops. The campaign’s main goal was to make online learning accessible to everyone in England. It attracted many people, authorities, and businesses. They donated devices and provided financial help.

Hope our information and examples will encourage you to create something big and exciting. Start thinking about your new viral campaign right away!

References

  1. This article unveils buzz marketing strategies and examples.
  2. In this article, you’ll find 7 great examples.
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