The Word-Of-Mouth Buzz
'Buzz', if you're a company you will love to here that word. The Buzz is nothing
more then the promotion of a product by the word-of-mouth. However, this
word-of-mouth promotion has become a very strong force making products that were
unknown huge successes. If companies are able to reject the common myths that go
along with the buzz then they can use to huge power of the buzz to become
nothing other then a marketing legend (Dye, 2000).
The way in which the buzz gets started is by people sharing their experiences
with each other. When these experiences are favored by the other person the
result of it could be a huge success in whatever the experience was. Blockbuster
recently had success with some of their commercials dealing with Harry Potter,
Beanie Babies, and Pokemon to name a few, and it was all driven by customers
word-of-mouth promotion (Dye, 2000).
Many companies have no clue what to do when it comes to a marketing campaign
that will use the full power of word-of-mouth promotion. These companies could
be getting the full benefits of the buzz if they understood how it worked. For a
company to do this they need to look at the five myths that are associated with
the buzz to gain a better understanding of really what it is (Dye, 2000).
The first myth says that 'Only outrageous or edgy products are buzz-worthy'
(Dye, 2000). This is not true because '54% of the U.S. economy has been
influenced by the buzz' (Dye, 2000). Products that are viewed to be in that 54%
range are pharmaceuticals, electronics, and transportation to name a few. In the
pharmaceuticals world Viagria and Fosamax are two products that have huge buzz
effects. In the electronics world there is always a buzz about the new products.
There are many other products that could be viewed a being buzz worthy. Don't
get me wrong, not every product is buzz worthy, but if the product is a good
price, easy to use, is reliable, and is easily seen by others then
it is buzz worthy (Dye, 2000).
The second myth says that 'Buzz just happens' (Dye, 2000). Buzz does not just
happen it comes from carefully managed marketing programs. Stores such as Tommy
Hilfiger hire young adults to work in their stores so that they will were their
clothes outside of work witch will...