This document provides an overview of buzz marketing presented by a team consisting of 5 members to Dr. Sanjeev Malviya. It defines buzz marketing as word of mouth creating a buzz around a product or service. It discusses what products and activities people tend to talk about, the difference between buzz and rumors, and the effectiveness and advantages/disadvantages of buzz marketing for both marketers and consumers. It also outlines the steps to launch word of mouth campaigns, keys to successful buzz campaigns, a SWOT analysis of word of mouth marketing, and challenges for the future of buzz marketing.

1. BUZZ MARKETING
TEAM MEMBERS
1. Mayank Kumar
2. Suryansh Thakur
3. Aum Swastik Panda
4. Saloni Roy
5. Akshita Singhal
SUBMITTED TO
Dr. Sanjeev Malviya

2. CONTENTS :-
• What is Buzz Marketing?
• What do people ‘talk’ or ‘buzz’ about?
• Buzz or Rumor? What is the Difference?
• Effectiveness of buzz marketing.
• Positive vs Negetive of buzz market.
• Advantages & disadvantages
• Steps of launching WOM(word of mouth)

3. Contd.
• Campaign keys of a well-done buzz.
• SWOT of WOM.
• How to stimulate WOM and make it work for our
organization.
• Success stories
• Future challenges

4. What Is Buzz Marketing ?
• According to Billon and Tardieu (2002), buzz marketing is based
on word of mouth creating a buzz around a product, service or
event.
• For example: You might recruit volunteers preferably proactive
consumers who are center of influence among their peer to try
products and then send them out of talk about their experience.
• It reaches more people, faster than advertising, direct mail or
even the Internet.

5. What do people ‘talk’ or ‘buzz’ about ?
• Exciting Products (like movies, destinations that offer exciting
experiences.)
• Innovative Products ( like Web Browsers)
• Personal Experience Products (hotels, airlines)
• Complex Products (in order to reduce risk people talk about products
they do not understand like software, medical devices.
• Expensive products ( a very expensive vacation package will make
potential buyers ask about what it offers and how good it is since it requires
a big investment by the buyer.)
• Observable Products ( people discuss things they see in others like
cloths, cars)
• Personal Activities ( like attending a cultural or sporting event).

6. ‘Buzz’ or ‘Rumors’? Its difference.
• Rumor :- Information with an unknown or hidden origin
which propagate largely without being checked.
• Buzz:-Information with an unknown or hidden origin which
propagate largely without being checked.

7. EFFECTIVENESS :-
• Buzz works as a marketing tool because individuals in social settings
are easier to trust than organization personal promotion.
• Interpersonal communication has been shown to be more effective in
influencing consumers’ purchasing decisions than advertising
• As consumers increasingly expect to have access to buzz about
products as part of their purchasing decisions and to interact with the
brand in social media, successful companies are being driven to adopt
social media marketing strategies to stay competitive

8. Positive vs Negative buzz :-
• Positive buzz is often a goal of viral marketing, public
relations, and advertising on Web . It occurs when high
levels of individual engagement on social media drive the
buzz volume up for positive associations with the product or
brand.
• Examples of products with strong positive marketing buzz
upon introduction are Harry Potter, Volkswagen's New
Beetle.

9. Contd.
• Negative buzz can result from events that generate bad
associations with the product in the mind of the public, such
as a product safety recall
• Examples of negative buzz include the 2014 General Motors
recall of cars many years after a known issue with a faulty
ignition switch which they admitted had caused 13 deaths.

10. Advantages – To the Marketer :-
• More effective per rupee spent
• Lower costs
• Researching and listening to consumer feedback
• A happy customer is the greatest endorsement

11. Advantages – To the Consumer :-
• Giving customers a voice – People like fun information they
can spread on
• Stronger message from someone you trust
• WOM won’t go far for bad quality products
• Creating communities and connecting people

12. Disadvantages – To the Consumer :-
• Deceptive .
• Taking advantage of the kindness of strangers .
• Friends and family become corporate shills .

13. Disadvantages – To the Marketer :-
• -ve Word of Mouth
• -ve publicity spread by competitor!
• Lack of control – Company cannot interferemanage the
marketing process
• Ethical dilemma surrounding buzz marketing – what
consumers think about it

14. Steps of launching WOM :-
• Identify key persons (influencing ones in their communities)
to be the vectors of message: bees.
• Stimulate 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 feeling the
vectors with new information and tools which generate a
buzz effect.

15. Campaign keys of a Well-done buzz :-
• A product with high quality.
• An innovating product with positive aspect.
• A concept which arise impatience to know more or curiosity.
• A concept flatting the ego of vectors.
• Creative use of tools and technics.

16. SWOT of Word of Mouth :-
STRENGTHS
• Low cost compared to other classic advertising campaigns
• Automatic sharpening of the rumour when it moves from one person
to another…….it becomes strong and personalized.
• WEAKNESSES
• We have to target and to reach the good vendors.
• Tools and technics of offline buzz are difficult to control

17. Contd.
OPPORTUNITIES
• New technologies developing increasingly.
• New dynamic and creative method.
• Raising number of virtual communities.
THREATS
• Bad uses of buzz marketing causes negative buzz.
• Unwanted stuff with other fast marketing technics with little cost.

18. Stimulate WOM and make it work for
our Organization.
• Create a unique product or service.
• Locate opinion leaders.
• Identify the good vectors.
• Stimulate knowledge about product or service.
• Satisfy all inquiries.
• Respond with positive comments as well as complaints to
maintain high level of customer satisfaction.
• Use Internet to nurture WOM (Word of Mouth)

19. Buzz Concept :-
• Buzz Off- line
• Buzz On-line(Viral marketing)
Vectors :
• The Lunatic Fringe
• Alphas
• Bees
• Large Public
• Laggards

20. Off-line buzz marketing :-
Off-line Buzz:
• All the vectors has to do is , speaking about the product,
the idea, the service. That’s buzz.
• The key elements in off-line buzz is the contact and
reaction between vectors and product. So, the vector can
observe, keep in touch with the target person.

21. Viral marketing :-
• We distinguish the buzz online marketing which is also
known as “viral marketing”.
• Viral marketing is buzzwords referring to marketing
techniques that use preexisting social networking services
and other technologies to try to produce increases in brand
awareness or to achieve other marketing objectives (such as
product sales) through self-replicating viral .

22. Vectors :-
• The Lunatic Fringe: called innovators, those persons are openminded
and able to accept new ideas away from traditional aspects and fashion.
• Alphas: They are between innovators and early adopters. They are always
searching for novelty and attracted by risks.
• Bees: They are core of buzz. They can talk about their experiences,
discoveries and share them with others.
• Large Public: More than 150 persons. It has a snowball effect (less
information fade naturally).
• Laggards: They are hanging to the traditional things and they are not
interested to adopt novelty.

23. Challenges for the future :-
• Buzz Marketing only works on first time buyers.
• Dec 06 – Federal Trade Commission said companies paying
people to promote products must disclose those
relationships.
• Effectiveness of Buzz Marketing will wear off as it is
diluted through overuse -The growing popularity of buzz
marketing could well spell its downfall.