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/ 01 June 2009

Creating a buzz

Creating a buzz

Word of mouth marketing is big business, with customer recommendation one of the most valuable tools for publicising your products and services. In cash-strapped Britain, building a buzz can be the best, and cheapest, way to spread your message. Our top tips show you how

Keep it going
People will only pass on positive comments – the kind of buzz you want to generate – about your product or service if it really does something to impress them. But even delighted customers can forget, and eventually they will run out of opportunities to talk about your brand. Businesses should therefore keep trying to stimulate buzz

Be honest
Viral and word of mouth campaigns should be based on honest, upfront language. Candid communication of tangible benefits can help you develop real long-term, grassroots support

Talk to your customers
You need to listen to the buzz you’re generating, and hearing the feedback directly is the best way to do this. In addition to meeting customers face to face, you can hear what people say about you on Twitter, blogs, YouTube and other online forums
 
Use hubs
Hubs are people who talk more than others because of their social prominence or technical prowess. Identify them, track them and keep them up to date with your news – they are capable of influencing more people than you think
 
Plant a seed 
‘Seed units’ are an actual product, or representative sampling, of whatever it is you are trying to promote placed into the hands of specially selected ‘seed customers’. Numbers matter – the wider your dispersal, the higher your chance of success
 
Involvement is key
Encouraging customers to participate in, customise or help create your products engenders an invaluable sense of engagement with and investment in your brand and company
 
Ad sense
Counter to the view that buzz is the exclusive result of grassroots marketing efforts, significant buzz can be created by mass media. The techniques for building buzz don’t necessarily end the need for more traditional advertising. The challenge, though, is to advertise in a way that helps build buzz, not dampen it. Your adverts should tap into your brand values by being clever, simple and honest. Make sure they reflect the customer experience and avoid marketing speak at all costs
 
Embrace your retailers
Those selling your product have direct access to your customers. Build strong relationships with those on the frontline, seed early samples to the core channels and make sure they know how to promote your product

With thanks to Emanuel Rosen, author of Buzz: Real life lessons in word of mouth marketing, published by Profile Books, priced £9.99