This document discusses buzz marketing and word-of-mouth (WOM) promotion. It defines buzz marketing as creating talk around a product, service, brand or company by having influential consumers try and discuss their experiences. It identifies different types of people who spread buzz, from innovators to the general public. The document also outlines steps to launch a WOM campaign, including identifying key influencers to spread the word and encouraging them to share their experiences. It analyzes the strengths, weaknesses, opportunities and threats of WOM marketing.

1. BUZZ MARKETING
By: Priya
Khanna

2. Introduction
 What is Buzz Marketing?
 What do people ‘talk’ or ‘buzz’ about?
 Buzz or Rumor? What is the Difference?
 Steps of Launching WOM ( Word of
Mouth).

3. Buzz Concept
 Buzz Off- line
 Buzz On-line
 Vectors
 The Lunatic Fringe
 Alphas
 Bees
 Large Public
 Laggards

4.  Campaign keys of a well-done buzz.
 SWOT of WOM.
 How to stimulate WOM and make it work
for our organization.

5. What is Buzz Marketing?
 It is the practice 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 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.
 The best buzz- generating products and services, of
course, are those, consumers feel good talking about.

6. What do People ‘talk’ or ‘buzz’
about?
 Exciting Products (like movies, destinations that offer exciting
experiences.)
 Innovative Products ( lie 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)

7. ‘Buzz’ or ‘Rumors’? Its difference.
 Rumor : Information with an unknown or hidden origin
which propagate largely without being checked.
 Buzz : Talking without an intermediary or advertising.
 The rumor is a ‘subject’ while buzz is a ‘mean’.

8. 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.

9. Vectors
 The Lunatic Fringe: called innovators, those persons
are open-minded 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.

10. Buzz Concept
 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.
 On-line Buzz: also called viral marketing: tecnics of buzz via
internet which helps spreading fastly ideas,
news, products. It has two ways to spread an
idea: 1) Unlash a funny message which
circulate between internauts fastly.
2) Invite internauts by a hook to visit a website
Where they are asked to subscribe to be part of
Campaign.

11. Campaign keys of a Well-done buzz
 A product with high quality.
 An innovating product with astonishing aspect.
 A concept which arise impatience to know more or
curiosity.
 A concept flatting the ego of vectors.
 Creative use of tools and tecnics.

12. SWOT of WOM (Word of Mouth)
STRENGTHS
•Low cost compared to
other classic advertising
campaigns
•Automatic sharpening of
the rumor 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 tecnics of off-line
buzz are difficult to control
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 tecnics with
little cost.

13. 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).