What is Buzz Marketing? Part II

by Mark Fortimer - Date: 2007-05-23 - Word Count: 254 Share This!

If you can identify the Mavens for your product, you can start off a viral discussion and buzz about it that could ultimately lead to it to become an epidemic, and the theories presented in 'Tipping Point' are useful to "businesses trying to spread the word about their product, or for that matter to anyone who's trying to create a change with limited resources."

Big business, in fact, does recruit people to spread the word about their latest products, and if you can find the connectors, the people who always have a large list of contacts and are forever talking on their mobiles or lunching here and there, then you will have a good chance of having the buzz spread about your product. Some car manufacturers lend their cars to Mavens to drive around town all day and get it known, and then to talk them up whenever they can. Soon the latest model is not only on everybody's lips but is seen all over town. That is more powerful advertising than showing it on TV commercials when everybody is rushing to make coffee or grab a bite to eat.

Cars are a good example, because the product has to be suitable for buzz marketing. The product has to be something that provides a sense of social 'belonging', like the latest cool music or the newest trainers that everybody must have. It can be used online for marketing interesting software that is different from the usual thing, but that has not yet reached the 'annoyance' stage.

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