Buzz Marketing

1. Buzz Marketing Done by: Hinde BENZIANE Sanae SEKKOUR Hanane el faleh

2. Introduction I)- 1-What is Buzz marketing 2-What do people talk or buzz about? 3-Buzz or rumors: what�s the difference? 4-Steps of launching WOM II)- Vectors -The Lunatic Fringe -Alphas -Bees -Large Public -Laggards III)-Buzz concept 1- Buzz off-line 2- Buzz on-line

3. Campaign keys of a well-done Buzz Spectrum of the Buzz marketing SWOT of WOM How to stimulate WOM and make it work for your tourism business

4. 1-What is Buzz Marketing ? In the strictest sense of the term, Buzz marketing is the practise of creating a talk around a product,service, company or brand.For example you might recruit volunteers preferably proactive consumers who are center of influence among their peers to try products and then send them out to talk about their experience.

5. It is one of the most powerful forces in the marketplace, and taking control of this important marketing channel is critical. Word of mouth is more credible than your most sincere salesperson - it reaches more people, faster, than advertising, direct mail or even the Internet. It's this credibility that gives word of mouth some of its power. It also explains why word of mouth can be negative and marketers perceive that It is out of their control.

6. Buzz marketing � is capturing the attention of customers and the media to the point where talking about your brand becomes entertaining, fascinating and newsworthy. as it was explained by Mark Hughes the CEO of the official website of buzzmarketing . It�s all about starting conversations.

7. WOM has become a staple in the marketer�s toolkit and is being used with greater and greater frequency. The best buzz-generating products and services,of course are those, consumers feel good talking about. Put a great product out there, and your happy customers will want to tell their friends, colleagues and family about it: thus generating the buzz you�re looking for.

8. It goes by a few other names : centrifugal marketing grass-roots marketing guerilla marketing wildfire marketing word of mouse �

10. 3-Buzz or rumors: what�s the difference? Rumor : information with an unknown or hidden origin wich propagate largely without being checked. Buzz : talking without an intermediary, or advertising A rumor is a � subject � while buzz is a �mean�

11. 4-Steps of unleashing a WOM Identify key persons (influencing ones in their communities) to be the vectors of the message:bees. Valorize those persons through a personal experience with flatting their ego in a manner to make them impatient to unleash the message. Encourage broadcasting of this experience feding the vectors with new informations & tools wich generate a buzz effect.

12. II-Vectors It could be : A network: a group of persons connected or maintained :

14. 1-The Lunatic Fringe Called Innovators too ,those persons are: open-minded able to accept new ideas away from traditional aspects and fashion. But marketers don�t give them many attention because they�re a minority.

15. 2-Alphas Adoption phase : Between Innovators and the Early adopters,they�re always searching for novelty, they�re attracted by risks They adopt or create the novelty and transmit it to the bees( Early majority). Otherwise they�re attracted by exclusive rights, offers: in a manner to feel among privileged.

16. 3-BEES They are the core of Buzz, they are the ones to unleash informations inside chain persons. Bees can talk about their experiences, discoveries and share them with others

17. 4-Large Public More than 150 persons it has a snow ball effect less information fade naturally

18. III-Buzz Concept Like any advertising campaign, buzz campaign has an idea force: firstly, this idea force must respond to an unconscious or expressed need secondly it has to be attractive and original to cause attention, trigger a need or a fun At this stage we can talk about buzz on and off-line.

19. 1)-Off-line buzz It�s tecnics and various tools as product placement,mailing,sampling, event, street and, endorsement, partenering The key element in the off-line buzz is the contact and the relation between vectors and product, so the vector can observe , keep in touch with the targeted persons. All the vector has to do, is speaking about the product, the idea, the service:that�s buzz.

20. 2)-On-line buzz Also called viral marketing: tecnics of buzz via internet wich helps spreading fastly ideas, news, products On-line buzz has two ways to spread an idea: - unleash a funny or astonishing message wich circulate between internaut fastly - invite internauts by a hook to visit a website where they are asked to subscribe to be part of the campaign.

21. Campaign keys of a well-done Buzz A product with a high quality An innovating product with astonishing aspect A concept wich arise impatience to know more or curiosity: laugh,intrigue,desire� A concept flatting the ego of vectors Aquaintancy of chain persons Creative use of tools and tecnics Adding to that visible,financial and emotional criteria of the product.

22. SWOT of WOM

23. Strengths: - low cost compared to other classic advertising campaigns - automatic sharpening of the rumor when it moves from one person to another,from one group to another�it becomes strong and personnalized. - it appears like a spontaneity

24. Weaknesses: - the product must be irreproachable not to cause a down-side of the buzz - tools and tecnics of off-line buzz are difficult to control - we have to target and to reach the good vectors

25. Opportunities: - new technologies developing increasingly - new dynamic and creative method - increasing reflex of asking familly and friends before trying a product - raising number of virtual communities

26. Threaths: - bad uses of buzz marketing causes negative buzz - amalgame with other fast marketing tecnics with little cost

27. How to stimulate WOM and make it work for your tourism business Create a unique product or service Locate opinion leaders Identify the vectors Stimulate knowledge about your service or product Satisfy all inquiries Quietly and efficiently deal with complaints Respond with positive comments as well as complaints to maintain high levels of customer satisfaction Use internet to nurture WOM

28. To conclude WOM can be measured by : - creating a database and monitoring the visitation patterns of operations - training and empowering employees to acquire informations from customers - conducting focus groups to understand what their customers usually talk about - adding questions to customer surveys that relate to WOM activity

29. Thank you for listening, it was your loyals�Bzzzz!!!