Acceleration of buzz with new digital vehicles
Trend #3 <ul><li>The Law of 6X </li></ul>On average, people pay attention to the content in a TV show and the content in a print publication six times more than its advertising. – David Ogilvy, 1970s On average, people who search on Google click on its content (organic search results) six times more than ad-sponsored links on top and on the right. – Jupiter Research, 2000s 6
The first rule The first rule of marketing is to have a great product. Policing your product is essential to buzz. It’s the lifeblood of buzz. You need to delivery a product or service that people will go out of their way to talk about. Without all that, you have no buzz.
<ul><li>The taboo (sex, lies, bathroom humor) </li></ul>The Six Elements of Buzz The unusual The outrageous The hilarious The remarkable The secrets (both kept and revealed)
Why word-of-mouth works well? REASON #1: undivided, face-to-face attention REASON #2: credibility REASON #3: reducing the cost of experiment
Create a buzz in the media Newspaper is a business where the name of game is to delivery high-quality stories of interest and, ultimately, increase the number of papers sold.
Humans seek patterns, even where there are none
The Six Most Frequently Written Stories <ul><li>The David-and-Goliath story </li></ul>The unusual story The outrageous story The controversy story The celebrity story What’s already hot in the media
The Art of Buzzmarketing – Discover Creativity
The Six Maxims for Discovering Buzz Creativity
Maxim 1: Be Honest The foundation of creativity Bear in mind, be honest to yourself! It’s always easier to cheap yourself than doing hard job.
Maxim 2: Be Courageous Demand creativity of yourself Rule number one is, if you want big ideas, be prepared to be uncomfortable. If you’re comfortable, it’s too vanilla. Just remember, if you’re pleasing everybody, your stuff will look like everybody else’s, and you’ll be invisible.
Finding the right consumer insight is the foundation of success Maxim 3: Understand Your Consumer Firsthand
Well design every single touch point Maxim 4: Pay Attention to Details
Marketing and advertising can be exciting and fun but creating word-of-mouth buzz is draining, demanding and frustrating. Maxim 5: Swing the Bat Often
People want to be entertained and engaged—not sold to. Ads get impressions, but content gets attention (or even make connections) Maxim 6: Creative Content, Not Advertising