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Topic: Buzz (marketing)

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	Word of mouth marketing - Wikipedia, the free encyclopedia
		Word-of-Mouth Marketing, or WOMM, is a term used in the marketing and advertising industry to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services.
		Influencer marketing is increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.
		A marketer has successfully created buzz when the interactions are so intense that the information moves in a matrix pattern rather than a linear one.
	en.wikipedia.org /wiki/Buzz_marketing (771 words)

	What's the Buzz About Buzz Marketing? - Knowledge@Wharton
		Put simply, buzz marketing is the practice of gathering volunteers to try products, then sending them out into the world to talk up their experiences with the people they meet in their daily lives.
		Buzz marketing stands in direct contrast to traditional television or radio advertising -- the classic 'mass marketing' approach that is based on the premise of broadcasting a message as widely as possible, assuming that this is the best way to reach the largest possible number of interested consumers.
		Wharton marketing professor Lisa Bolton is one of the hard-liners in the buzz marketing ethics debate.
	knowledge.wharton.upenn.edu /article/1105.cfm (2363 words)

	Promotion Marketing Association
		Buzz marketing may be defined as a phenomenon that generates publicity, excitement, and information to the consumer.
		Buzz marketing triggers WOM, the sharing of an opinion about a product or service between two or more consumers, because it is a conversation starter.
		Unlike most marketing, advertising, and public relations that follow a push strategy, buzz marketing creates a “pull” by capturing attention of consumers and the media to the point where talking about your brand becomes entertaining, fascinating, and newsworthy.
	www.pmalink.org /news/default.asp?p=article_buzzmarketing2006 (926 words)

	Get the Buzz Back in Your Marketing
		Buzz marketing uses the same mechanism as word-of-mouth but takes it well beyond one person just telling another about their experience with a product.
		Buzz marketing works best when the subject is controversial or outrageous, or when something’s so funny or unusual people will find reasons to include it in their conversation.
		Other avenues of buzz marketing have included paying people to approach total strangers on public transport and talk to them about a product, or having attractive young models take a newly-released cellular telephone to a prominent public place and ask others to take their photos with it.
	www.cornerstoneresults.com /RefLib/KnlgeBk/mrkt_strat_get_buzz_back.htm (959 words)

	BW Online \| July 30, 2001 \| Buzz Marketing
		Marketers are learning to turn their brands into carefully guarded secrets that are revealed to a knowing few in each community, who in turn tell a few more, who tell a few more, and so on.
		Marketers are even attempting to quantify how often their message will be passed along and how many downstream consumers they need to influence before a fad is born.
		Buzz marketing, with its heavy dose of theatricality, was honed by Hollywood studios, liquor companies, and other marketers whose products were either outlawed in traditional media or simply had too short a shelf life for a full-blown ad campaign.
	www.businessweek.com /magazine/content/01_31/b3743001.htm (3520 words)

	What is buzz marketing? - a definition from Whatis.com
		- Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser.
		By purposely seeking out on-on-one conversations with those who heavily influence their peers, buzz marketers create a sophisticated word-of-mouth campaign where consumers are flattered to be included in the elite group of those "in the know" and willingly spread the word to their friends and colleagues.
		Buzz campaigns are now being initiated in chat rooms, where marketing representatives assume an identity appropriate to their target audience and pitch their product.
	searchcrm.techtarget.com /sDefinition/0,,sid11_gci939341,00.html (535 words)

	Undercover marketing - Wikipedia, the free encyclopedia
		Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to.
		Overall, the person doing the marketing must look and sound like a peer of their target audience without any ulterior motive for endorsing the product—employees of the company cannot do undercover marketing, nor can celebrities (except possibly to other celebrities).
		Sony Ericsson used stealth marketing in 2002 when they hired 60 actors in 10 major cities, and had them "accost strangers and ask them: Would you mind taking my picture?" The actor then handed the stranger a brand new picture phone while talking about how cool the new device was.
	en.wikipedia.org /wiki/Undercover_marketing (769 words)

	Buzz Marketing
		Buzz Marketing on the Web Buzz Marketing is a strategy that will get you talked about, linked to and in the news.
		Buzz Marketing Strategic Planning – We help you identify what makes you buzz-worthy and lay out a plan for all employees to start creating buzz.
		Buzz Marketing training – In person training that helps a staff understand the importance of buzz and word of mouth marketing and how they can play a role.
	www.outstanda.com /buzz-marketing.html (419 words)

	Buzz Marketing
		Buzz marketing has gained prominence as marketers target consumers who tune out traditional ads but value personal advice.
		Buzz marketing is successful because of "the credibility factor," said Walter Carl, assistant professor in the department of communication studies at Northeastern University.
		Buzz agent "Victoria H" said she started a conversation about Rock Bottom with her doctor, whom she was visiting because she had a case of hives.
	medialit.med.sc.edu /buzz_marketing.htm (1349 words)

	Questions for the Viral & Buzz Marketing Association's Justin Kirby
		Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brand and shift product.
		So marketers are now looking more closely at online viral marketing, a consumer-to-consumer approach that can be used for any product, because the communication agent, such as video-based advertainment content, is the element that needs a wow factor, not the product.
		Advertisers are allocating more marketing budget in general to online activity, and we've seen a marked rise in the use of viral marketing since we started specializing in it at the turn of the century, especially over the past year.
	www.clickz.com /showPage.html?page=3364571 (1095 words)

	Buzz Marketing
		I know a lot of folks will say that both buzz marketing and word of mouth marketing are consumer based, and neither one is media based, but all that does is leave us without a word for media based marketing (”publicity marketing” just doesn’t fit the bill).
		By contrast, an example of buzz marketing would be the v7ndotcom elursrebmem SEO contest.
		That’s not to say that a single market buzz couldn’t be given new synergy on a consistent basis to keep it constant, but I do think that would be rare and difficult.
	www.internet-marketing-blog.com /2006/02/14/buzz-marketing (1785 words)

	Viral & Buzz Marketing :: MarkTAW.com
		Now that marketers know that people are talking to each other (yeah, it took a real genius to figure that one out), they want to be sure it's only about their double plus good products.
		If the Buzz Marketers have their way, every person on the planet will be approached by friendly smiling familiar faces like it's Small Town, USA - with our defenses down - and then sold to.
		Their credo is "consumer empowerment," and a quote on their website compares buzz marketing to the open source software movement.
	www.marktaw.com /culture_and_media/ViralMarketing.html (2701 words)

	Buzz Marketing
		For most websites, buzz marketing is not enough to create massive search engine rankings, and you'll still need the rest of your marketing strategy (content-building, link exchanges, article submissions, etc) in full flow.
		Buzz marketing is about harnessing this power and using it to promote your own product or service.
		Any topic / niche that has a market (otherwise why would you be in business to begin with?) is a prime candidate for your buzz marketing campaign.
	www.seoelite.com /Lessons/Buzz-Marketing.htm (1422 words)

	BUZZ marketing solutions
		Buzz Marketing Solutions, as the name suggests is a complete marketing solutions company.
		Gone are the days when people used to appoint marketing executives and sit back thinking that they will give heights to their Business.
		Buzz Marketing Solutions understands your needs and makes sure that all the above is taken into account when providing an Optimum Solution for you.
	www.buzzmarketingsolutions.com (109 words)

	The Buzz on Marketing: (Site not responding. Last check: 2007-11-02)
		Buzz marketing is so hot it has been studied by the likes of Yale and Harvard professors.
		Buzz marketing aims to generate a word-of-mouth buzz about a product or service that results in increased sales, crediting the word of mouth that a product can generate with the direct success of that product.
		The buzz surrounding the legal issues currently thought to be shadowing our industry has actually created more consumer awareness and potentially more sales of remanufactured cartridges.
	www.rechargermag.com /article.asp?id=200311010 (281 words)

	Viral, “Buzz” and “Stealth” Marketing - American Marketing Association - www.marketingpower.com
		It’s fun!” Since the success of viral marketing often relies upon the extent that the message will be conceived as interesting or entertaining, the rate at which the message is disseminated will be proportionate to the relevance of the message to its target.
		In employing guerrilla or stealth marketing, particular attention is paid to ensure that the advertisement appears to be spontaneous or natural and to feature as entertaining a message as possible.
		An example of buzz marketing is Google’s Gmail service, where the initial scarcity in receiving a Gmail account generated considerable buzz, thereby increasing desire for the service.
	www.marketingpower.com /content33908.php (840 words)

	Buzz Marketing Thought Leaders Summit
		Buzz marketing can be a wonderful tool to add to your marketing arsenal.
		Balter is a founding member of the Word-of-Mouth Marketing Association (WOMMA), co-chair of WOMMA’s Ethics Council, and a frequent speaker to corporations and universities on the subject of Word-of-Mouth and non-traditional media.
		His coverage includes marketing’s changing face as consumers adopt on-demand media and is lead analyst on marketing measurement techniques and tools, consumer attitudes toward marketing, and Word of Mouth Marketing.
	www.marketingprofs.com /tls/buzz.asp (726 words)

	Buzz Marketing Comes Under Fire
		The idea of buzz is not new--we used to call it word of mouth, and good marketers know it's the best form of advertising in the world.
		We encourage the buzz marketers we hire at sporting events to truthfully disclose who they are working for and the product they are giving away as a disclaimer when asked.
		Buzz marketing can still be very creative, wild, and fun without deceiving minors, and that is what we strive for at Leverage Sports Agency in our promotions.
	chiefmarketer.com /presence/buzz_10-24-2005 (916 words)

	Word of Mouth Marketing Campaigns: Buzz Marketing - Buzzoodle
		Buzzoodle is Buzz Marketing and Word of Mouth Marketing as a Culture.
		Buzz Marketing - Buzz marketing is creating some hype or buzz about your product or service that gets picked up by the media and makes a splash.
		Buzzoodle also believes buzz marketing can be creating enough consistant visibility that everyone is eventually hearing about the product and service from multiple avenues and people.
	www.buzzoodle.com (711 words)

	What's The Buzz?
		And, in an especially moving final tribute in New Jersey, Bzzagent Karnj buzzed her grandpa into the great beyond with a round of Anheuser World Select beer at the old gent's wake.
		Each time an agent completes an activity, he is expected to file a report describing the nature of the buzz and its effectiveness.
		As a marketer, he was intrigued by a tool that helps passionate consumers engage with a product.
	www.fastcompany.com /magazine/82/buzz.html (1115 words)

	MarketingBlurb: Buzz Marketing Archives
		In marketing discussions with my publisher I mentioned that I thought blogs and the blogosphere in general were a great way to promote a book - and they rolled their eyes.
		Social media are enabling the fusion of pop culture with traditional marketing, and it's causing all manner of disruption.
		Whenever we teach marketing, we delight in revealing to students that their favorite celebrity “Got Milk” milk mustache campaign is 1) paid for with their tax dollar and 2) has not increased milk sales for 20 years.
	www.marketingblurb.com /buzz_marketing (3541 words)

	USATODAY.com - P&G 'buzz marketing' unit hit with complaint (Site not responding. Last check: 2007-11-02)
		Advertising Age estimates buzz marketing to be a $100 million to $150 million industry.
		PandG, and several smaller buzz marketing specialists named in its complaint, "are perpetuating large-scale deception upon consumers" when people they recruit to promote products by word of mouth don't disclose that fact, says Gary Ruskin, executive director of Commercial Alert.
		At a minimum, his complaint says, the FTC should "issue subpoenas" to PandG executives at Tremor — and other buzz marketers — to determine whether their endorsers are disclosing that they are paid marketers.
	www.usatoday.com /money/industries/retail/2005-10-18-buzz-usat_x.htm (503 words)

	VBMA - Viral & Buzz Marketing Association
		The VBMA is an international network of individual viral, buzz and word-of-mouth marketers, practitioners and academics.
		The VBMA is partnering with the inaugural ad:tech event in Australia to be held at the Sydney Hilton on February 7-8, 2007.
		ad:tech is the leading advertising, media, marketing and technology event covering all the latest trends in interactive marketing with special sessions on viral, buzz and word-of-mouth marketing.
	www.vbma.net (385 words)

	Is Buzz Marketing Illegal?
		BzzAgent of Boston, one of the largest and most visible buzz marketing agencies, says it has changed its policies to require consumer brand agents to identify themselves as working for marketers.
		As marketers more frequently look to recruit consumers brand agents to spread goodwill for brands, industry attorneys view buzz marketing as a likely area of regulatory involvement, especially around the issue of compensating people to participate in buzz programs when they fail to disclose their connections to marketers and agencies.
		Most big marketers have at least dabbled with ways of getting the most credible of spokespeople -- ordinary, everyday folks -- to speak to other ordinary, everyday folks about how great their products are.
	www.commercialexploitation.org /news/buzzmarketingillegal.htm (608 words)

	Buzzoodle Buzz Marketing Coaching
		I first get your group creating buzz, and then assist the group with infecting more employees and customers with the positive attitude and desire to make the organization more successful by creating buzz.
		This program is ideal for small businesses looking for rapid growth, any marketing team that want to add buzz to the marketing mix, non-profits that want to create awareness and fundraising, and any other group that is serious about getting 2-10 people in their organization to become buzz advocates.
		I know how to measure the buzz marketing results and efforts and estimate a marketing ROI over time.
	www.buzzoodle.com /Buzz-Marketing-Coaching.html (998 words)

	Buzz Marketing » Online Marketing Blog (Site not responding. Last check: 2007-11-02)
		It was a good session about a topic that is very close to the consulting practice of our PR and marketing agency.
		One of the areas of online marketing and PR that continues to gain interest is buzz marketing through blogs and similar consumer generated media.
		Buzz marketing is powerful but you must use it with the right products or consumers will figure it out.
	www.toprankblog.com /category/buzz-marketing (4403 words)

	Buzz Networking — The Newest Marketing Trend
		Buzz Networking is when you gather your advocates, who can include employees, family, friends and clients and have them participate in a word of mouth/buzz campaign.
		This might be simple, such as email someone you have not talked to in over three months, or it may be difficult, such as conduct a seminar or organize a party.
		Teams of Buzz Builders can also be formed and employers can create incentives for these teams.
	www.emediawire.com /releases/2005/6/emw254472.htm (388 words)

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