Does channel still have a role in creating buzz? Can today’s reseller provide the same kind of personal interaction and advice as he did a few days back? Can resellers be a part of the word of mouth experience? This happens through point of purchase displays at a traditional store or through product listings in case of an e-retailer. To create word of mouth experience however two factors need to be present-interactivity and trust. Let us examine if these wo factors are present in today’s channels.
Can Traditional channels spread the BUZZ?
Traditional channels have all it takes to foster interaction with customers and to develop trust. However the channels ability to spread buzz differs from one industry to another. Moviegoers for example don’t usually ask the person at the ticket counter which movie to watch; however customers at a bookstore do ask the personnel to recommend books. To create buzz about a product through the channel it is necessary to work with the salespersons that interact with customers and are trusted by them. For example sales personnel in PC industry are highly knowledgeable and those in the biking are people who are interested in sports.
Can online channels spread the BUZZ?
Amazon.com makes finding information about books very easy but can it help stimulate buzz? Online channels involve very little person to person interaction and thus have limited ability to push a product through hand selling. However it can help tremendously spreading the word about a product by bringing customers together. Reviews are one form of this. On February 20th 2000, there were 2,244 reviews of Harry Potter available on amazon.com and the rating given was 5 stars. Now that’s some buzz.
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