BUZZ

MARKETING
Presented by : Wail ZAHIR

Plan :
I.
II.
III.
IV.
V.

Introduction: What is Buzz Marketing ?

Buzz or rumors: Whats the difference ?
Steps of launching a WOM;
Vectors;
Buzz concept: - Buzz off-line
- Buzz on-line
VI. Conclusion

What is Buzz Marketing ?

Buzz Marketing is the practise of creating a talk
around a product,service,company or brand.
It is one of the most powerful forces in the
marketplace.
WOM is more credible, it reaches more
people,faster, than advertising or even Internet.

Buzz or rumor : whats the

difference ?
Rumor: inofrmation with an unknown or hidden
origin which propagate largely without being
checked.
Buzz: Talking without an intermediary, or
advertising.
A rumor is a subject while buzz is a mean.

Steps of launching a
WOM
Identify key persons to influence ones in their
communities
Valorize 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 feding
the vectors withe new informations & tools which
generate a buzz effect.

Vectors
It could be :
A network: a group of persons connected or
maintained.

Social Network

Professional
Network

Virtual Network

Familial
Network

1) The Lunatic Fringe:

Called Innovators too, those persons are :
)Open-minded;
)Able to accept new ideas.
2) Alphas:
They are always searching for novelty, theyre
attracted by risks.

3) BEES:
They are the core of Buzz.
Bees can talk about their experiences, discoveries
and share them with others.
4) Large Public:
More than 150 persons it has a snow ball effect less
information fade naturally.
5) Laggards:
They are hanging to the traditional things and they
arent interested in novelty.

Buzz Concept
Like any advertising compaing, buzz compaign
has an idea force:
Firstly, this idea force must respond to an
unconscious or expressed need secondly it has to
be attrative and original to cause attention, trigger
a need.
At this stage we can talk about buzz on and off-line.

Off-line buzz
Its technics and various tools as mailing,
sampling, event, street and partenering.
They key element in the off-line buzz is the
contact and the relation between vectors and
product.
All the vector has to do, is speaking about the
product, the idea, the service : thats buzz.

On-line buzz
Also called viral marketing: technics of buzz via
internet which helps speading lastly ideas, news,
products
On-line buzz has to ways to spread an idea :
1. Unleash a funny or astonishing message which
circulate fastly.
2. Invite internauts by a hood to visit a website
where they are asked to subscribe to be
part of the compaing.

Conclusion
Buzz works as a marketing tool because individuals
in social settings are easier to trust than
organizations that may be perceived to have vested
interests in promoting their products and/or
services. Interpersonal communication has been
shown to be more effective in influencing
consumers purchasing decisions than advertising
alone and the two combined have the greatest
power.