Buzz marketing, also known as word-of-mouth marketing guerilla marketing or stealth marketing is an art of human kind to involve the trendsetters in any community to carry the brands message, thus creating an interest in, and a demand for, the brand with no overt advertising.
Nirmalya Kumar, professor of marketing, director of center for marketing and co-director of A.V. Birla India at London Business School.When Dietrich Mateschitz formulated the drink Red Bull in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. However snowboarders and clubbers soon recognized. The boost it gave them. They started to bring it with them to non alcohol bars and pubs.
Red Bull has mastered the buzz marketing. In the 8 sales area in US, the representative scouts for the hot spot. They distributed their branded refrigerator and some goodies to the bars and clubs. If other conventional establishments ask for Red Bull, they refuse them to retain the credibility and uniqueness of their community and clubbers. To connect this community, Red Bull use to organize a two week annual music festival. Red Bull first marketing technique was to distribute and target the teenagers and college goers. They went where these guys goes. Then Red Bull went around the cities full of Red Bull cars and distributed the drinks to anybody who need energy- Free, the construction workers, Athletes all.
Coke and Pepsi recognized a new segmentation of their market and tried to capture it with big marketing budget. They created energy drinks. But after millions of write off they are distance number 3 and 4. Red Bull is still the king of energy drink with 65% of market and that is with the fraction of their spending.
Five years back on internet, Google started it operation in the dorm of two Stanford guys (You do not need to know there name, I guess) they created a system for search and marketed it on net with minimal of advertising. End result, after 3 years they become numro uno no in search marketing in the presence of heavy spenders like Yahoo, overture etc That the power of Buzz marketing. Gone are the days when you write a Cheque for your ad agency and agency will do the marketing. According to Philip Kotler, advertising is a lazy way of marketing and branding. You outsource almost everything, even your brands undergarments. Traditional marketer thinks that job is over. But buzz marketing is an engaging art of marketing. It is a hard way to market a product and services. Most of marketers do not like it. Because they like their comfortable air-condition rooms.
But in real world, you cant close your eyes and think that your competitor will take pity on you. They are here to eliminate you. Buzz marketing is not a passé anymore. It is here and happening.
Marketing Through Mobile Marketing
What can mobile marketing do for your business? Really what you should say is what can it not do for you? This high tech, amazingly simple marketing plan can transform virtually any business. Without marketing, what does your company have? As any business owner knows, telling your market that you are there is the most important thing to do in the first place. Secondly, you need to tell them that you have just what they need to better their lives. Third, you need to tell them about it when they are going to take action.
You want to take your business to the next level. You know that there a ..
CEOs, be aware, if your people are saying they need different budget for branding, marketing and sales. Think again, someone is not ready to move his butts.
ABOUT THE AUTHOR
Applying Modern Marketing Principles to Search MarketingA brief overview of how modern marketing principles should be ingrained into a Search Engine Marketing Program. The attention to the following phases will ensure overall marketing goals are acheived and the e-customer is kept at the forefront of planning:
Situational Analysis: Begin with a comprehensive site analysis and competitive sweep. Know your industry and the online landscape.
Objectives: Work to define specific and measurable goals as they relate to both Search Engine Optimisation, and your broader internet marketing strategy.
Strategy: Define your target audience and your custom ..
Arvind Kumar is an Electrical Engineer from a premier Institute, Indian Institute of Technology, Delhi, India. He has 3 years experince in marketing business consulting services and marketing services. He is founder and CEO of http://www.nuttymarketer.com
