Buzz Marketing

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Buzz Marketing

• Done by
• Hinde BENZIANE
• Sanae SEKKOUR
• Hanane el faleh

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PLAN

• Introduction
• I)-
• 1-What is Buzz marketing
• 2-What do people talk or buzz about?
• 3-Buzz or rumors whats the difference?
• 4-Steps of launching WOM
• II)- Vectors
• -The Lunatic Fringe
• -Alphas
• -Bees
• -Large Public
• -Laggards
• III)-Buzz concept
• 1- Buzz off-line
• 2- Buzz on-line

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• Campaign keys of a well-done Buzz
• Spectrum of the Buzz marketing
• SWOT of WOM
• How to stimulate WOM and make it work for your
  tourism business

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• 1-What is Buzz Marketing ?
• In the strictest sense of the term, Buzz
  marketing is the practise of creating a talk
  around a product,service, company or brand.For
  example you might recruit volunteers preferably
  proactive consumers who are center of influence
  among their peers to try products and then send
  them out to talk about their experience.

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• It is one of the most powerful forces in the
  marketplace, and taking control of this important
  marketing channel is critical. Word of mouth is
  more credible than your most sincere salesperson
  - it reaches more people, faster, than
  advertising, direct mail or even the Internet.
  It's this credibility that gives word of mouth
  some of its power. It also explains why word of
  mouth can be negative and marketers perceive that
  It is out of their control.

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• Buzz marketing is capturing the attention
  of customers and the media to the point where
  talking about your brand becomes entertaining,
  fascinating and newsworthy. as it was explained
  by Mark Hughes the CEO of the official website of
  buzzmarketing .
• Its all about starting conversations.

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• WOM has become a staple in the marketers toolkit
  and is being used with greater and greater
  frequency.
• The best buzz-generating products and services,of
  course are those, consumers feel good talking
  about.
• Put a great product out there, and your happy
  customers will want to tell their friends,
  colleagues and family about it thus generating
  the buzz youre looking for.

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• It goes by a few other names
• centrifugal marketing
• grass-roots marketing
• guerilla marketing
• wildfire marketing
• word of mouse

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• 3-Buzz or rumors whats the difference?
• Rumor information with an unknown or hidden
  origin wich propagate largely without being
  checked.
• Buzz talking without an intermediary, or
  advertising
• A rumor is a subject while buzz is a
  mean

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4-Steps of unleashing a WOM

• Identify key persons (influencing ones in their
  communities) to be the vectors of the
  messagebees.
• Valorize those persons through a personal
  experience with flatting their ego in a manner to
  make them impatient to unleash the message.
• Encourage broadcasting of this experience feding
  the vectors with new informations tools wich
  generate a buzz effect.

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II-Vectors

• It could be
• A network a group of persons connected or
  maintained

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1-The Lunatic Fringe

• Called Innovators too ,those persons are
• open-minded
• able to accept new ideas away from traditional
  aspects and fashion.
• But marketers dont give them many attention
  because theyre a minority.

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2-Alphas

• Adoption phase
• Between Innovators and the Early
  adopters,theyre
• always searching for novelty, theyre
  attracted by risks
• They adopt or create the novelty and transmit
  it to the bees( Early majority).
• Otherwise theyre attracted by exclusive
  rights, offers in a manner to feel among
  privileged.

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3-BEES

• They are the core of Buzz, they are the ones to
  unleash informations inside chain persons.
• Bees can talk about their experiences,
  discoveries and share them with others

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4-Large Public

• More than 150 persons it has a snow ball effect
  less information fade naturally

5-Laggards

• They are hanging to the traditional things and
  they arent interested or refuse to adopt
  novelty

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III-Buzz Concept

• Like any advertising campaign, buzz campaign has
  an idea force
• firstly, this idea force must respond to an
  unconscious or expressed need
• secondly it has to be attractive and original
  to cause attention, trigger a need or a fun
• At this stage we can talk about buzz on and
  off-line.

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1)-Off-line buzz

• Its tecnics and various tools as product
  placement,mailing,sampling, event, street and,
  endorsement, partenering
• The key element in the off-line buzz is the
  contact and the relation between vectors and
  product, so the vector can observe , keep in
  touch with the targeted persons.
• All the vector has to do, is speaking about the
  product, the idea, the servicethats buzz.

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2)-On-line buzz

• Also called viral marketing tecnics of buzz via
  internet wich helps spreading fastly ideas, news,
  products
• On-line buzz has two ways to spread an idea
• - unleash a funny or astonishing message
  wich circulate between internaut fastly
• - invite internauts by a hook to visit a
  website where they are asked to subscribe to be
  part of the campaign.

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Campaign keys of a well-done Buzz

• A product with a high quality
• An innovating product with astonishing aspect
• A concept wich arise impatience to know more or
  curiosity laugh,intrigue,desire
• A concept flatting the ego of vectors
• Aquaintancy of chain persons
• Creative use of tools and tecnics
• Adding to that visible,financial and emotional
  criteria of the product.

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SWOT of WOM
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• Strengths
• - low cost compared to other classic
  advertising campaigns
• - automatic sharpening of the rumor when it
  moves from one person to another,from one group
  to anotherit becomes strong and personnalized.
• - it appears like a spontaneity

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• Weaknesses
• - the product must be irreproachable not to
  cause a down-side of the buzz
• - tools and tecnics of off-line buzz are
  difficult to control
• - we have to target and to reach the good
  vectors

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• Opportunities
• - new technologies developing increasingly
• - new dynamic and creative method
• - increasing reflex of asking familly and
  friends before trying a product
• - raising number of virtual communities

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• Threaths
• - bad uses of buzz marketing causes negative
  buzz
• - amalgame with other fast marketing tecnics
  with little cost

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How to stimulate WOM and make it work for your
tourism business

• Create a unique product or service
• Locate opinion leaders
• Identify the vectors
• Stimulate knowledge about your service or product
  
• Satisfy all inquiries
• Quietly and efficiently deal with complaints
• Respond with positive comments as well as
  complaints to maintain high levels of customer
  satisfaction
• Use internet to nurture WOM

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• To conclude WOM can be measured by
• - creating a database and monitoring the
  visitation patterns of operations
• - training and empowering employees to acquire
  informations from customers
• - conducting focus groups to understand what
  their customers usually talk about
• - adding questions to customer surveys that
  relate to WOM activity

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• Thank you for listening, it was your
  loyalsBzzzz!!!