The Buzz about Buzz Marketing

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What's the Buzz About Buzz Marketing?
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Here's an outstanding overview of what buzz markeing is and can do, including the ethical debate. Have a read, and then think about it in terms of blogs and the viral nature of online communication...

Put simply, buzz marketing is the practice of gathering volunteers to try products, then sending them out into the world to talk up their experiences with the people they meet in their daily lives. The idea is that the more people see a product being used in public, or the more they hear about it from people they know and trust, the more likely they will be to buy it for themselves. Of course, word-of-mouth has long been the way that many people find their favorite products, or learn about a new favorite movie, book or restaurant. "For years, people recognized the power of word-of-mouth in convincing, influencing, affecting consumer behavior," says marketing professor Jerry Wind. "It has more credibility than traditional advertising." But it's a fairly recent development for companies to try to create a structure around the practice, to harness and direct the way that word-of-mouth spreads -- and to attempt to measure its effect on sales once the 'campaign' is complete. "Buzzing isn't really new. The hype about these different kinds of buzz agents is what's new," says Kahn.

Food for thought eh?


Buzz & Trend Marketing for Local Small Businesses

Local small business owners can capitalize on national trends and buzz.

In a mid-sized midwestern city, a client of mine is rolling out a marketing campaign designed to leverage the "extreme makeover" trend happening on TV. In a must-be-vague nutshell, we've identified affluent neighborhoods and set up home makeover contests, complete with awards ceremonies, special events, and charity tie-ins.

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