After studying some successful buzz marketing campaigns, we can outline some strategies in buzz marketing. We call these buzz creators:
BC # 1: TABOO
Taboo is something that is not openly spoken about. Using Taboo as a tool for creating buzz can be increasingly effective as the marketer ensures that the message spreads through whispers, more so like enjoying the forbidden fruit. E.g. Viagra
BC # 2: UNUSUAL
Breaking the ice through creative execution can create buzz for a category with which such and execution is not meant for and seems unusual. E.g. Jassi in Jassi Jaisi Koi Nahin
BC #3: OUTRAGEOUS
Outrageousness for the pure sake of outrageousness doesn’t resonate too well. If you try to get attention by shooting
Gerbils out of cannon, that’s certainly outrageous. But if you push this button just for the sake of being outrageous, it will probably work—giving people something to talk about but without continuation – just a temporary phenomenon. The crux is that there should be some connection to your brand or product. E.g. Balbir Pasha
BC #4: HILARIOUS
The hilarious button works, but it may be one of the harder buttons to push—being truly funny is never easy. It can work to your advantage if done right, and to your disadvantage if you’re on the wrong end of it. E.g. Sony Ericsson (One Black CoffeePlease)
BC #5: REMARKABLE
A High functional proposition for any product is termed a remarkable both as a stand alone and also on a comparative scale. The very satisfaction of an augmented or even a potential benefit makes the brand a stand out. E.g. Harry Potter
BC #6: SECRET
Secrets are currency. Revealing a secret is a definite conversation starter. People love to talk about secrets, and when they do, they become ‘in the know.’ They become part of an exclusive circle, and exclusivity is the cousin of secrecy. Sometimes withholding can work better than flooding. Limit supply and everybody’s interested. Limit those in the know of a secret, those not ‘in the know’ want the currency of knowing—they want to be part of the exclusive circle. Withholding a secret can push people’s buzz buttons, and get people talking. E.g. GMail account
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