HOW TO SUCCEED IN A BUZZ MARKETING CAMPAIGN

Buzz Marketing takes advantage of news and events to make the "right" people to discover and become aware of the brand and become enthusiastic for it. Talking about Buzz Marketing is talking about something very different from conventional advertising.

This is advertising where the advertiser is proactive, looking out for their prescribers, the so-called influential bloggers. Of course, no matter how different a blogger is, or because of the many visits that a blog receives, the essential thing is to address a user who could be a potential customer for our products. Read: Top 5 Best SEO Tips

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Some authors define buzz marketing as an online advertising tool, however, even though it is evident that most buzz marketing campaigns are disseminated on the Internet, due to the peculiarity of the medium, word-of-mouth transcends the barrier of online making with for people to comment on the subject on their social networks, whether they are in the physical or virtual environment

This type of marketing is exploits the ability to use influential people to promote the brand once they have tested the product (or service), but mainly based, namely on trust.

And trust is critical to buzz marketing as it will use people as a means to reach potential customers, people they know and trust and have tested the product.

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There are two types of people who can carry out this strategy, one of these people is the connectors (when you want to very quickly expand your marketing activities) and the influencers are ordinary people who set trends and are able to influence others in the purchase decision . In the first case, as an example, we can make use of a celebrity, while the second can use a social group.

STEP 1

Therefore, step number one for the success of our Buzz Marketing campaign is to analyze the network well and locate those topics where the theme and users are related to the product/service you want to advertise with the Best Digital Marketing Company in India.

Also interesting is the idea of ​​organizing a small event exclusively for these influential bloggers. Thus, the brand can present its new product / service and maintain a more professional and direct way with them. So did The Body Shop in one of their latest Buzz Marketing campaigns. The brand organized a small event to which the most influential bloggers in the UK cosmetics industry were invited.

They gave a short talk/demo about their new product line and presented bloggers with the brand's new products for testing and to be discussed on their respective blogs.

STEP 2

Once the action is over, comments published, recommendations on various blogs and the segment to determine the success of the campaign have been carried out, why not share the action and its results with the rest of the world? Thus, the images and videos captured during the event can constitute excellent material with which to inform the media, video channels, blogs, marketing and advertising, etc.

And, of course, if we develop, with creativity and originality, all this will be a viral component, which will continue talking about our brand and marketing action even weeks after the end of the campaign.

Like everything, if done with dedication and if we manage to show that these campaigns were satisfactory for both bloggers and users, we will have created a successful Buzz Marketing campaign.

SOCIAL MEDIA AND THE BUZZ

A study by comScore (2008, Internet) says that 85% of the 26.2 million Brazilian Internet users – with Internet access at home or at work – visited a social network in September 2008, this is equivalent to saying that 22.3 millions of Brazilians are involved in social networks. Ibope (apud O Diário do Povo, 2009, Internet) also released a survey saying that 34.5% of users use the Internet exclusively for social networking sites.

The Internet and social networks present countless possibilities to promote positive interactions and experiences between the consumer and a company and its products. This is possible, because when people access the various social networks available, they first look for interaction, and according to studies by comScore and Ibope, this happens quite frequently among Brazilian internet users. [ Bárbara Bazzanelli PIG].

The keys to a successful Buzz Marketing campaign can be:

1- The simple idea : All human groups, at all levels, have an individual who exerts a degree of influence over others, but if we manage to persuade, these influencers will drag the entire group along with him.

2- Identification : Identify them correctly and carry out the campaign in the right place, at the right time and in the appropriate way, creating a structure around these practices.

3- Credibility : So that the brand/group identification is credible. Don't confuse mouth to ear with audiovisual trinkets designed to spread like a virus through email. These viral marketing techniques are designed to make the market buzz.

4- Value : What the brand offers must show a special value, it must fit in with style, way of life and be within the latest trends.

5- Authenticity : A brief and artificial promise is not enough, brands that want to be successful must provide a positive experience to consumers.

Why not abuse this strategy? As long as continuous use does not give rise to suspicion, as it is not known if the person is recommending the product or why he is following a Buzz marketing strategy. So avoid making excessive use of these Buzz Marketing actions.