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BUZZ MARKETING: RISK OR OPPORTUNITY FOR THE DIGITA

by Brahim A. Social Media Adviser, prof. Author
Among the viral marketing operations, making the buzz can appear as the grail of the communicant. As a result, more and more companies are trying, small and large, with varying degrees of success. It
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  • 1- Make the buzz
  • 2- Objectives and benefits of the buzz
  • 3- Rules to make a success of your buzz
  • 4- Examples of successful operations ...
  • 5- ... and failed operations
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1- Make the buzz
As Wikipedia says, buzz is the "marketing technique of creating word of mouth around an event, a product or a commercial offering, and in doing so , spin-offs in the media. "

Although the practice of buzz is not recent, it knows a growing success with the development of the digital means of communication which facilitate, amplify and accelerate considerably its effects.

The buzz works according to a very particular principle: the potential customer plays the role of media. In this case, the media becomes the object of the communication and not its means.

Definition of buzz in pictures (45 sec.):



2- Objectives and benefits of the buzz
The company may decide to build a buzz for:

talk about her and increase her notoriety
to mark its originality
rejuvenate his image
acquire new prospects
launch a new product
By embarking on such an adventure, the company plans to benefit from the tremendous benefits of buzz:

low cost of the operation compared to a conventional communication campaign
blistering speed of propagation
extent of affected population
3- Rules to make a success of your buzz
Starting point of any buzz, the idea must have as main qualities of:

succeed buzzsurprise, surprise, provoke or even shock to generate emotion (preferably positive), the reaction, the position statement
be credible enough to be taken seriously while leaving room for doubt
stay consistent with the proposed service and brand values
Beyond the idea, to make a success of your buzz and to make the best of it, it is necessary to unite carefully not 1 but 3 ingredients:

an ad terribly catchy certainly, but also ...
a well-crafted realization: duration of buzz, buzz power, role of social networks, press release, response to interviews, etc.
a properly anticipated exit: the buzz must not turn into bad buzz at the risk of reversing the result of the operation for the company
4- Examples of successful operations ...
The huge buzz of "loueunepetiteamie.com" which cost less than 15 euros to its author:
http://lentreprise.lexpress.fr/marketing-vente/promotion-communication/comment-creer-le-buzz-avec-moins-de-1000-8364_1524907.html

The scary announcement of the end of the Carambar jokes:
http://tempsreel.nouvelobs.com/societe/20130325.OBS2940/carambar-histoire-d-un-canular-tres-mediatique.html

"USB Wine", the magic of downloadable wine:
https://acoutier.wordpress.com/2011/02/14/buzz-usb-wine-pour-1jour1vin-com/

5- ... and failed operations
As the object of the buzz must succeed in provoking a strong reaction, some go too far and deteriorate the image of their brand.

=> bad taste buzz of Cuisinella:

http://www.lefigaro.fr/societes/2012/12/12/20005-20121212ARTFIG00739-cuisinella-assume-le-bad-buzz-de-son-spot-publicitaire.php

Others try to mix genres and sometimes pay the price with more or less consequences.

=> buzz that goes wrong of Michel and Augustin:

http://www.challenges.fr/entreprise/20120427.CHA5916/campagne-presidentielle-le-buzz-rate-de-michel-et-augustin.html

Others finally simply miss their effect by letting slip the deception and then lose the benefit of the whole operation.

=> buzzy buzz of Ikea:

http://www.blueboat.fr/ikea-un-buzz-rate-sur-le-covoiturage/

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About Brahim A. Tycoon I Premium    Social Media Adviser, prof. Author

4,443 connections, 611 recommendations, 33,836 honor points.
Joined APSense since, November 1st, 2015, From MRIRT, Morocco.

Created on Apr 23rd 2019 16:26. Viewed 621 times.

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