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Buzz Marketing


The Internet is an excellent environment for companies interested in developing promotional campaigns outside of the beaten tracks. Unique strategies have usually a remarkable success because they bring something new and exciting. All promotional campaigns focused on following these new strategies are included in the area of unconventional marketing. A company which chooses such a path will present its products and services in alternative ways, with no interest in investing in traditional methods.

Word of mouth

Word of mouth is a type of alternative promotional method, and it can be understood as the dissemination of information through direct contact between clients who share their recommendations, suggestions, and opinions about the products and services they know.

Essentially, word of mouth is a face-to-face type of communication, where the topic of conversation is a product or service. The conversation can occur by phone, text message, email, or through a blog, forum, or other virtual medium.

All the alternative marketing methods that want to create interest in a product or service by determining waves of conversation in which the product or service is the main topic are known as buzz marketing. The name refers to the sound made by a bee swarm when it is in search of a place to build the hive.

Increase interest

A buzz marketing strategy starts with the identification of a group of people with interest in a product or service. To attract the attention of the group, it is necessary to contact promoters with influence in the group. Either for free, or for a stipend, promoters assume the role of igniting discussions about the product or service, which leads to waves of word of mouth promotion. Most of the times, the channel of distribution is the Internet, with its many platforms, such as blogs, forums, or social media.

The main idea around buzz marketing is a word of mouth phenomenon. When it is designed properly, a buzz marketing strategy can reach a massive audience, in which the potential clients become promoters as well, simply by continuing to talk about the product or service.

Create suspense

Buzz marketing creates more excitement and is more effective when it precedes a major event or the release of a new product or service, because these situations create massive suspense for both existing and potential clients. On these occasions, a good approach is contacting influential people such as celebrities or bloggers with a valuable opinion on virtual platforms. The influencers have the ability to stimulate conversations and provide useful information to readers, succeeding easily in getting their attention. The dynamic life of the Internet and social media ensures that the news about a new launch of product or service will reach a wide audience of people who will turn into customers and promoters.