The Power of Buzz

People have always created buzz about things, from opera house fans to P.T. Barnum's stunts to Ford's smart Mustang promotions. What's changed is that marketers now know how to spark buzz, even though it's tougher than ever. In the past, any new information would get people talking because they received so little news. Today, with so much information out there, the challenge is to stand out and make buzz work for you.

When it comes to buying a product, what's more convincing: an advertisement or a friend raving about the latest gadget? Obviously, the friend. And with email and other instant communication methods, people are connected to more friends than ever before, making buzz even more influential.

Buzz Market

Buzz is becoming more influential as ads are more widespread. Brand names are seen everywhere, from ball fields and college buildings to elementary school gyms. For example, Target, a retail store, used branded materials to create buzz on the "dangerous desert island" in the first Survivor reality show. With ads everywhere, people tend to ignore them and focus on other cues, like products placed in scenes. A study found that only 13% of people get product information from ads, while 20% use websites. However, another 20% ask coworkers, 11% ask friends, and 3% ask relatives for advice, showing that buzz is key. Conversations at the office, family dinners, and long phone chats are all examples of buzz.

Buzz marketing is the process of using all that yakking to your advantage.

1. Organic - It appears to be growing spontaneously.
2. Conversational - It gets people talking about the brand.
3. Peer-to-peer - It cannot appear sponsored.
4. Strategic - It is planned and accomplished.
5. Contagious: It spreads from "Alpha" trendsetters to "Bees."

The Power of Buzz Marketing

Buzz marketing is effective because it's affordable, quick, and straightforward. You don't need expensive ads to create buzz; it spreads rapidly through social media, emails, and texts. Buzz is personal and direct, breaking down barriers and crossing borders effortlessly.

Take the case of Pox, a handheld video game launched by Hasbro. The company targeted cool preteen boys in Chicago, who then shared it with their friends at school. This is a prime example of viral marketing, where buzz is generated organically and spreads like wildfire. To make buzz work for you:

1. Understand that advertising isn't the main player anymore. It's all about buzz, reaching those scattered audiences.
2. Buzz puts power in the hands of consumers. They're not just buyers; they're influencers.
3. Consumers are skeptical. You have to show them; that they only trust what they see or experience.
4. Buzz creates brand experiences. Take French Connection's edgy logo, FCUK - it gets people talking.
5. Sometimes, shock value can boost buzz. Just look at Roach-Bait's controversial tactics.

The W.O.R.M.

Worms aren't known for buzzing, but in the realm of influence, the concept of "buzz" moves like a worm through the gaps of awareness. This is captured in the acronym "W.O.R.M.," which stands for "word-of-mouth influence."

The people who drive this buzz are the Alphas. They are the trendsetters, the ones who lead the pack. Alphas are always on the lookout for the latest thing, they're knowledgeable, unconventional, and willing to take risks. Interestingly, they're not the most social; they share their insights only when asked and don't actively spread their knowledge. They are selective and exclusive, preferring to be ahead of the curve. If something becomes mainstream, Alphas are already exploring the next trend.

Alphas and Bees

Alphas and Bees play different roles in society. Alphas are the go-getters, while Bees are the ones who spread the word. Marketers often target Alphas, but Bees are the real buzz makers.

Bees might envy Alphas, but they have their strengths too. Think of Martha Stewart"she built her success by catering to Bees who love to share and follow trends.

Here's what you need to know about Bees:

1. They love to talk and share.
2. They have an eye for style and often copy what they see from Alphas.
3. Bees seek validation and reassurance.

The Buzz Spectrum

The buzz spectrum can be broken down into five main categories:

1. Lunacy: This is where the wild and visionary thinkers reside, making up roughly 2% of the spectrum. They're too extreme for most people, but they inspire the brave souls who dare to follow in their footsteps. Think of individuals like Prince or Picasso.
2. Alphas: Alphas make up around 8% of the spectrum. They're the early adopters, always curious and willing to take risks. They might take cues from the lunatics, but they keep their activities relatively private. If you want to market something successfully, catching the attention of Alphas is crucial. However, if the Bees don't pick up on it, your efforts might fall flat.
3. Bees: Bees make up roughly 20% of the buzz spectrum. They're the ones who spread the buzz to the mainstream audience.
4. Mainstream: This is where the majority, about 50%, of the population lies. By the time something reaches the mainstream, the trend is often starting to lose its appeal, but it's still making a lot of money.
5. Laggards: The last 20% of the spectrum represents the laggards. These are the folks who are just catching on to a trend as it's fading away, like holding onto a pet rock long after its prime.

Success with Strategic Buzz Marketing

In the world of marketing, bees are like keys, but not just any bees - they're specialists. Let me break it down for you: Imagine a marketing consultancy that wanted to create hype for a movie without even mentioning the movie itself. So, they did something pretty clever. Instead of going the usual route, they reached out to the person running a fan site dedicated to one of the actors in the film. Together, they kicked off a mock presidential campaign, promoting the actor as a candidate for the Oval Office. Fans got in on the action, playing along by selecting cabinet members and getting all excited about it. Throughout this whole campaign, nobody mentioned the movie. But because everyone was so hyped up about the actor, when the movie's official advertising came out, people were already buzzing about it. And guess what? The movie turned out to be a massive hit.
Buzz isn't just about flashiness. Consider Corus Packaging Plus, a steel packaging company. Initially, they marketed to manufacturers, the wrong audience, and lost market share. By shifting their focus to product designers, they created a productive buzz and improved their market position.

But not just any bees can pull off this kind of magic. The real MVPs are what we call "super-connectors." These folks have massive networks, both online and offline, but they're picky about what they endorse. They can sniff out fake stuff from a mile away, so you better come correct if you want their help.

How to Ride the Wave

Buzz marketing is like a powerful wave " it can push you forward or pull you under. It's all about momentum, and knowing how to ride it is key. Take, for instance, the Hollywood Stock Exchange, an online platform where people can trade in the futures of celebrities' careers. It's a game of buying low and selling high, and it's all fueled by buzz. This site didn't need advertising; its reputation spread like wildfire through word of mouth.

To effectively use buzz, you need to manage its momentum with precision. Timing is crucial. Too much exposure can be harmful, and so can prolonged silence. How do you handle buzz? Keep these basic principles in mind:

1. Personal Connections: People talk about what matters to them, like family, relationships, and current issues. Remember when being single was the hot topic? Now, fertility is in the spotlight.
2. Money Matters: Jobs and finances always get people buzzing. Just look at sites like "F***dcompany dot com" " started as a joke, now a serious source of information for workers and managers alike.
3. Exclusive Knowledge: Being in the know sparks chatter. Ammo Marketing, for example, gave select individuals in Los Angeles the VIP treatment, lending them Volvos and access to top venues. It created a buzz that had everyone talking.
4. Shock Factor: Anything surprising or controversial grabs attention. Take the Ikea ad with the little boy and the vibrator " definitely got people talking!
5. Passion Points: Things people care deeply about, like sports or health, generate buzz. Think ESPN's SportsCenter or the impactful anti-smoking ad in France.

The Art of Buzz: Learning from Madonna

Madonna, the iconic pop star, has mastered the art of reinvention throughout her career, taking cues from her various phases:

1. 1983-85: From pop star to serious actress in "Desperately Seeking Susan."
2. 1986-1990: Transitioning into adulthood with new music and "The Immaculate Collection."
3. 1991-92: Creating a buzz with "Sex," a provocative photography collection.
4. 1994-97: Embracing motherhood while still being a savvy business mogul.
5. 1998-present: Evolving into a middle-aged, Grammy-winning Queen Bee of pop culture.

While many of her peers from the 1980s faded away, Madonna has remained relevant by staying attuned to current trends and fashion. Similar longevity can be seen in figures like Steve Jobs, the visionary behind Apple, and Calvin Klein, whose ability to stir controversy keeps him on the cutting edge of fashion.

Madonna's ability to catch and communicate pop trends has earned her the title of Queen Bee in the entertainment world. Like Jobs and Klein, she understands the importance of staying ahead of the curve, ensuring her continued relevance in an ever-changing landscape.

Buzz Creation

Think about Beanie Babies - they blew up without any ads, just because people couldn't stop talking about them. Coke had a major flop with New Coke, but they learned from it. When they wanted to introduce Vanilla Coke, they started by spreading rumors that they'd been sitting on the recipe for ages. They said they only released it because everyone was clamoring for it. Critics called them out for fibbing, but guess what? It still worked.

To make buzz work for you, you've gotta be creative, tuned in to what people want (even if they don't say it outright), and ready to pounce when the chance comes. It's all about seizing opportunities and making waves in the market.