understand the concept and how this solution applies to your business! – WAU
Most of the time, all a brand wants is to be in the mouth of the people, being commented on. If you are looking for a way to achieve this for your company, we have the answer in two words: Buzz Marketing. This aspect of Marketing is specialized in making people, the consumer public, […]
Most of the time, all a brand wants is to be in the mouth of the people, being commented on. If you are looking for a way to achieve this for your company, we have the answer in two words: Buzz Marketing.
This aspect of Marketing is specialized in making people, the consumer public, speak and comment on a company’s brand, generating that buzz that comes with a large number of sales.
It is possible to put your company on the subject of the week on the streets or social networks by applying some techniques that we will know in today’s post. So keep reading!
What is Buzz Marketing and where did it come from?
Imagine what life was like in a circus many decades ago. Without Internet or television to publicize their activities, circus professionals struggled to ensure that the city was aware that they had arrived.
For this reason, it was the custom of circuses to promote a stunt street advertising, doing some free tricks and exhibitions, so people would know they were in town.
Always after such a performance, tickets for the tour’s shows sold out quickly.
In a way, this is the seed of the essence of Buzz Marketing.
In a nutshell, we can define Buzz Marketing as the set of techniques that will get people to talk about your brand. It is, in a way, creating engagement.
In the case of circuses of old, they performed performances and tricks on the streets so that people could comment among themselves that the artists were in the city and how impressive their skills were.
After the first show, the news spread quickly and soon the whole city came to check the show.
Typically, Buzz Marketing is focused on two different types of audiences: pioneers and the early adopters.
The idea is simple: as these two types of consumers are the ones most interested in novelties, innovative products or are more willing to give a chance to companies they did not know, they are the most suitable to be the first customers of your brand.
Conquered, they themselves will be in charge of start the discussion with other people, helping to make the brand better known and guaranteeing the customers who will follow them.
What is the difference between Buzz Marketing and Viral Marketing?
You must be thinking that you already know all this talk of “making people talk” about the brand. “It’s just going viral”, isn’t it?
Not really. Buzz Marketing and Viral Marketing are concepts that may seem at first glance, but they are very different when we analyze in more depth.
The main characteristic of Viral Marketing is to build a message that is highly shareable and that follows from one person to another, like a virus.
The goal of the viral is to spread as much as possible and reach a large number of people.
Buzz Marketing does not want to reach people in any way. You don’t just want them to know that your company exists.
The goal here is to make they talk about the brand instead of just recognizing its existence.
For this reason, a Buzz Marketing strategy will require a different construction from a viral strategy, since we intend to hook the audience and keep them entertained talking about the brand.
To learn more, check out our special article on Viral Marketing!
What are the main Buzz Marketing strategies?
Most people believe that what becomes a topic on social media, at bar tables or on the street is completely random.
One week, we may be talking about Microsoft announcing the death and resurrection of Paint and the next about the new season of Game of Thrones or the new clip from Anitta.
However, what most people do not recognize, is that there is a science behind the subjects that win over people’s heads and generate discussion, that is, buzz.
The publicist Mark Hughes analyzed this subject in depth and published the book Buzzmarketing, one of the biggest Bibles on this technique.
In his work, Hughes notes that it is possible to constantly guide people’s discussions in their homes and that smart companies will know how to benefit from it.
Hughes writes that there are six types of subjects that function as a kind of “buzz buttons” that, when activated, guarantee that people will be interested and discuss something.
If a marketing campaign activates one or more of these six buttons, then it will generate a lot of conversation on social networks and on the streets. Check out what they are:
The six Buzz buttons
Mark Hughes describes these as the six buttons of Buzz Marketing:
- the taboo;
- the unusual;
- the extraordinary;
- the shocking;
- the hilarious;
- the secret.
Each of these buttons activates a “itch” in our brain, which makes it almost impossible not to talk about it.
O taboo is the button that is activated when our campaign talks about a “forbidden” subject. The concept of forbidden here is not related to “outlaw” matters, but controversial issues, which allow people to “choose sides” and debate.
The unusual it is the button activated when we see something that deviates from the patterns we already know. It can be either a complete novelty or a product that separates itself from the rest of the category or industry because it is revolutionary.
The button extraordinary is activated when we see something that is positively incredible and whose customer satisfaction is evident.
In turn, the shocking it is perhaps the most common buzz button of all. Everything that shocks us, from any point of view, generates comments. The more shocking, the more buzz.
The button hilarious calls for our attention. We love things that make us laugh and are attracted to those who arouse that reaction.
Finally, we come to the button for secrets. The human being is naturally curious and loves to search for tips and clues of well-kept secrets – and we love to see when they are revealed.
It is not for nothing that there is a huge discussion before the premiere of great films, for example. Everyone wants to know what will happen in the next Star Wars or Avengers, gathering clues from past films and putting together wild theories.
Examples of Buzz Marketing: cases to be inspired
Are you following everything up here? If you were a little confused about how Buzz Marketing works and what its results are, we have separated some successful cases for you to see in practice how this technique works.
We have separated 3 great examples of Buzz Marketing in different areas (technology, entertainment and cosmetics) to analyze. Come on?
Steve Jobs: how buzz raises a company
It is difficult to talk about Buzz Marketing without mentioning one of the great masters in this area: Steve Jobs, founder and CEO of Apple for many years.
The guy was so good at this technique that the fans got goosebumps whenever he finished one of his performances and he said his famous phrase “One more thing…”. Everyone knew something amazing was coming!
Steve Jobs achieved a feat of making the same action turn into two different buzz buttons. I explain:
Jobs developed a unique technique for presenting himself to the public. At the end of each lecture or announcement, he turned as if he were going to leave the stage and suddenly stopped.
He would slowly go back to the front of the stage and say “One more thing…”, As if he forgot to say something.
The first time he did this was in 1998, at MacWorld SF, when he announced that Apple had returned to profit for shareholders after a few years in crisis.
At the time, the shock button was activated and the subject won fans who did not wait for such an announcement.
With the repetition of the pattern in other events, with even bigger announcements (like the creation of the iMac G4, iPod Mini or MacBook Pro), Apple fans started to look forward to “One More Thing ... ” of each presentation.
Thus, the secret button was activated in advance and Steve Jobs’ pre-presentation period was accompanied by hundreds of articles on specialized blogs and thousands of fan comments trying to guess what the big ad would be this time.
Thus, a single sentence was able to activate different Buzz buttons and ensure that Apple was always an issue among technology fans.
This was part of Steve Jobs’ magic and his incredible ability to communicate with the public.
Boticário: using the taboo to your advantage
You should probably remember this case, as it happened recently.
In 2015, O Boticário launched a Valentine’s Day advertisement that made a statement. The reason?
The play featured heterosexual and homosexual couples exchanging gifts to celebrate the occasion.
Taking advantage of the taboo related to homosexuality in the country, Boticário generated a huge discussion on the topic. As is traditional with the taboo button, society divided into two sides that “discussed” on the Internet and in the streets on the topic.
This discussion ended up becoming a kind of competition in the official YouTube advertising video. Who was in favor of the campaign, gave “likes” and who was against, gave “dislikes”.
The result: more than 580,830 participations, with more than 66% of people supporting the action and 34% being contrary.
Boticário’s own campaign ended up being awarded the Grand Effie, the main category of Effie Wards Brasil 2015.
And the consumer public also rewarded the campaign: in a year when commerce in general had a 5% drop in sales, Boticário managed to register a 3% increase in its performance in the market.
This all goes to show how powerful Buzz Marketing is.
A simple commercial knew how to activate the population’s buzz buttons (especially the taboo one) and spread the company’s message a lot.
In addition, a large part of the population supported the campaign and ended up acting commercially (buying Boticário products) to show this support.
J.J.Abrams: when silence generates buzz
In late 2012, Disney surprised the world by announcing the acquisition of Lucasfilm for $ 4 billion dollars.
For those unfamiliar, Lucasfilm is the company created by George Lucas and holder of franchise rights like Indiana Jones and Star Wars.
On the occasion, Casa do Mickey took the opportunity to announce a new Star Wars trilogy, with the first film, Episode VII, opening in theaters in 2015.
This ad alone was already able to generate a tremendous buzz on social networks. Activating three buttons at once (shock, extraordinary and unusual), Disney turned the subject of the year at the time.
However, the company did even more later: it hired J.J. Abrams to direct Episode VII.
A little context: Abrams is a film director known for being a great master of Buzz Marketing and an ardent supporter of secrecy in his films, such as Super8 or Beyond Darkness – Star Trek.
Since everyone wanted to know more about Episode VII, J.J.Abrams did what he knew best: he held everything together.
So he activated the secret button on the best-kept mystery in Hollywood in recent years. Who will be the actors? Who will be the protagonists? What is the plot of Episode VII?
Most people had no idea of this information when the film opened in December 2015.
So much secrecy paid off: the second trailer for the film was the most viewed in history at the time, and the film broke box office records with $ 2 billion dollars raised worldwide, with the highest box office in the US in history and the third largest on the planet.
Summary and conclusion: what have we learned today?
In today’s article, we learned that:
- Marketing buzz is about getting people to talk about your brand;
- is especially focused on pioneers and early adopters;
- it is different from Viral Marketing;
- it has six buttons (the taboo, the shocking, the unusual, the extraordinary, the hilarious and the secret) to be activated;
- the same campaign can (and should) activate more than one button at the same time;
- Buzz Marketing can bring incredible results to anyone who uses it.
As you can see, Buzz Marketing is a very powerful tool in the hands of a talented marketing team.
Were you impressed with the power that such a technique can have on your brand image? So how about continuing to study the subject? Read our special article on Branding and learn how to do good brand management for your company!