What is Buzz Marketing?

Buzz marketing relies on the idea that we as humans cannot bear to miss out. It revolves around being sprinkled with little hints of a product or service, sparking an intense curiosity inside of us and an eager desire to learn more. It rests on the premise of hype - which is another word for buzz. If we see certain people, often influencers, get excited about something, we too get excited. The aim of the game with this type of marketing is to build anticipation and let the excitement snowball and voilà! A buzz has been created around your brand, with little costs and the potential for high levels of engagement. Obviously, it’s not entirely that simple, and if you get it wrong, negative buzz can destroy a campaign immediately. But don’t fret, we are going to break down in this article how to define buzz, highlight some shining examples of buzz marketing done right, and how you too are able to pull it off.There are different kinds of buzz marketing; often overlapping and working together, but they are all centred around word-of-mouth advertising. Buzz marketing often involves controversy, as a brand or organisation actively engages in contested issues or contributes to ongoing cultural dialogues. By participating in the zeitgeist dialogue, the brand effectively draws people into both the conversation and its own narrative. The taboo nature of certain discussions can ignite conversations and generate interest among the audience. An example of this is Colin Kaepernick’s Nike campaign which featured the outcast footballer and civil rights activist in their campaigns, with the tagline, ‘Believe in something. Even if it means sacrificing everything’. Becoming the face of Nike after being fired from the NFL for taking the knee to protest police injustice and oppression was a bold move for the shoewear brand. But, it is also a great example of how they used controversy to create a buzz, not only around their brand, but also of critical socio-politcal issues that needed engaging with. A successful buzz marketing campaign often involves humour; getting people laughing together can be a good way to draw attention and engagement. By tapping into the power of shared amusement, marketers are able to create a memorable and enjoyable experience, establishing a connection with the audience that goes beyond the product or service which is being promoted. The universal appeal of humour draws attention to the campaign but also creates a positive association between the brand and the uplifting moments experienced by the audience. The meaning of buzz is often found in other traditional marketing techniques such as guerilla marketing. A pop-up for example, which is unexpected and only exists for a limited time, can be a form of buzz marketing. The use of social media can help with creating a buzz around the brand by prompting discussions with the target audience and generating engagement and curiosity.Finally, buzz marketing and influencers go hand in hand. Working together they play off people’s FOMO (boomers - that stands for ‘fear of missing out’); it’s the itch you get when you see people experiencing things you are not, and brands love to play off this fear. Social media platforms are full of limited editions, exclusive deals and experiences that scream ‘you don’t want to miss this’ become the talk of the town. Brands use influencers, with their large public following, and the ability to make trends go viral, to gain credibility and a broader reach. When influencers and FOMO join forces, it sparks excitement, curiosity and a bit of healthy envy; quickly everyone also wants to be a part of what the brand has to offer.

How does buzz marketing work?

So let’s break down exactly how to create that vibrant hum of anticipation. A buzz marketing strategy can start when companies release forms of media with a controversial, topical or unique angle to kickstart engagement with their target audience. As humans who are actually sheep, we tend to follow the crowd; so if some people talk about something that excites them, very quickly a whole lot of people will also be talking about it. This is word-of-mouth advertising, which is incredibly effective: around 92% of customers rely on friend’s recommendations when purchasing products or services.

How to create a buzz marketing campaign

The recipe for success in 4 easy steps:

1. As with any kind of marketing campaign, you have to identify your target audience. Find out everything you can about them; their likes, dislikes, needs and preferences. Keep up with these details as your audience starts to expand during the implementation process of your buzz marketing strategy. This helps your campaign be more tailored and your message is more likely to resonate with the audience.
2. Step two is placing the marshmallow in front of the kid and seeing how long they can hold off eating it. Creating little teasers before the product is fully launched will make your audience drool for what is about to come. It’s a clever little way to show them how much they need the solution that you are about to offer them. It also helps companies predict how their audience will react to your product and campaign.
3. The third step involves managing the monster you have set in motion. Branded hashtags can be super helpful as it helps direct people to the necessary information on social media, and boosts engagement and awareness. Use bloggers, experts and influencers in paid advertising partnerships to disseminate the viral campaign. This helps to build trust and provides the opportunity to demonstrate how your service or product works. And then *drum roll please*- the big reveal. This bit’s quite self explanatory. Release the fireworks. Launch into the public eye. Let things take their natural course.
4. Finally, the last step varies a little depending on how you have created buzz and what marketing message you have tried to get across. You might have to call in the support of other marketing techniques, such as social media marketing, to maintain momentum of the campaign. You could decide to expand and use video content, press releases or other kinds of advertising. As with all of these techniques, it’s important to monitor, analyse and correct your strategy as needed.

Examples of buzz marketing done well

To illustrate how generating buzz can help your brand thrive, we’ve selected our top three examples of buzz marketing that we can all learn something from.

The Blair Witch Project

Number one is the spooky indie horror movie The Blair Witch Project. The team revolutionised film marketing by employing innovative buzz marketing tactics ahead of its release in 1999. The filmmakers, Daniel Myrick and Eduardo Sánchez, used a mockumentary style to create a chilling narrative about three students lost in the woods while investigating a local legend. The marketing team tactically used the internet, then in its relative infancy, to blur the lines between fiction and reality. They created a website featuring fake police reports, interviews, and background information, cooking up an air of mystery around the project. The filmmakers deliberately kept a low profile, allowing these rumours to circulate about the fate of the film's protagonists. Their strategic online presence and the deliberate creation of suspense generated immense curiosity and speculation, culminating in a viral sensation that propelled The Blair Witch Project to unprecedented success at the box office. The film's unique approach to buzz marketing became a benchmark for subsequent campaigns in the industry.

Starbucks

Starbucks, in a stroke of quirky genius, has turned writing names on coffee cups into a distinctive form of buzz marketing. The intentional misspelling phenomenon has become a hallmark of the Starbucks experience, sparking conversations and a fair share of chuckles among customers. By playfully making mistakes on the names, Starbucks not only injects a bit of humour into our daily caffeine fix but also prompts social media shares and discussions. This unconventional approach humanises the brand and gives a sense of camaraderie, as customers bond over the shared experience of decoding their personalised cup monikers. It's a clever way for Starbucks to ensure that their brand remains a topic of conversation long after the last sip is taken.

Apple

Apple is a master of utilising buzz marketing techniques to generate excitement and anticipation around its products. The company strategically employs secrecy and controlled information releases to keep the public guessing about their upcoming releases. The cryptic announcements and teasers create a buzz through instilling a sense of mystery, sparking speculation and discussions within the tech community and beyond. They meticulously orchestrate product launches, complete with sleek presentations and charismatic speakers, to amplify the buzz. The brand also uses influencer marketing, with key figures in the tech industry receiving early access to products, generating a wave of anticipation among their followers. Through a combination of secrecy, strategic communication, and engaging user participation, Apple ensures that its product launches become cultural events, generating a sustained buzz that extends far beyond the initial release.

Get In Touch

While some buzz marketing efforts may not always pan out as expected, it's not the end of the story. With meticulous planning and a touch of creativity, your buzz marketing campaigns can make a significant impact and bring your vision to life. Discover how we've created buzz-worthy campaigns by visiting our creative advertising case studies page!Ready to create a buzz without the bust? Click here to connect with the Don’t Panic team and ensure your next campaign is the talk of the town!