Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Viral marketing is achieved through the repetitive duplication of information to increasing numbers of people. One way that this type of marketing technique can be executed is through word-of-mouth marketing. Several companies have succeeded in utilizing these types of marketing.
A lot of times these techniques can gross more interactions than other types of marketing. In buzz marketing campaigns, the marketer allows the product to sell itself. It’s like they toss an idea in the air and watch it multiply among the audience. They encourage the audience to share their experience with others instead of forcing feeding advertising messages through traditional channels.
So how do you get people talking? You have to do something spectacular – something worth talking about. Once you’ve created the “it,” it usually sells itself. The Lays “Do Us a Flavor” is a great example. The campaign encouraged the participation of consumers all over to think of and submit their own potato chip flavor. The contest was fun and exciting — which fostered in the growth of its word-of-mouth marketing.