Why So Much Buzz...........About Buzz Marketing?

Lately the marketing world is obsessed with “buzz” marketing. Ironically, buzz has become a ‘buzzword’! Obviously, there is some substance to this and brands would be foolish to ignore the potential and value.

Wholly new brands have been created and launched on the back of buzz marketing (think: Susan Boyle). Traditional brands have been chastised for missing the opportunity, or worse punished for blunders in the space. (think: J&J’s blog response to the ‘Motrin Motherhood’ web ads).

But is “buzz” really new? The modern marketing era has included one constant; the power of personal experience as a motivating force for others. Now, the approach and its application have evolved and changed as technology has done likewise. These changes have increased the access, velocity, reach and ease of launching buzz. At the same time, brands have less control over the message than ever. So you have to be sure it is right before you unleash it.

As the technology has shaped this evolution, each generation of marketer embraces it as it if it were a new creation. But while, the language and terminology may be different, we are looking at a continuum. One that has grown and stretched as media has allowed. Is the publicity stunt of years ago that vastly different from a web based video or guerrilla marketing campaign?

Yes, the internet and electronic press releases has changed PR from relationship management just to get a press mention. With the web came email and with it another tool – viral marketing. “Going viral” was another major buzzword early this decade, which tapped into the notion of having customers pass on your message, somehow – usually through engaging and amusing content.

The over use of the term "Buzz" has obscured the practical and valuable role it fills. The underlying approach taps into the great power of ‘word of mouth’ endorsement. Positive WOM is the Holy Grail for marketers, customers who are so committed and engaged with your brand that they actually advocate for you. We know this is a two step process, where thought leaders or other influentials form opinions and then lead the actions of others. Athletes, celebrities or experts have typically filled this role in media advertising. Lately, we this has expanded broadly as the definition of ‘celebrity’ has changed to include celebrity chefs, reality TV personalities, bloggers, etc. The growth of blogs, social media (FaceBook,Twitter, YouTube et. al.) the increased role of smartphones and mobile media has made it so easy for buzz to occur.

Buzz may not be new, but it is a reality. In the 1990s traditional brands may have turned to buzz marketing as way to make them ‘cool’, but it has grown beyond that limited role to become a core vehicle. Do not mistake the hype as noise. Buzz – or whatever we call it – is a real and powerful element of the mix.

As always, integration of message and content is key, but is essential that brand communications plans and media approach be broad and clear.

Way Beyond Green Marketing

‘Going Green’…a day doesn’t go by without a brand or corporation announcing that it is implementing some form of the cause. Sadly, many (most?) are only implementing green as a new or seasonal marketing and promotional tactic.

Why is this unfortunate? Becoming a green business is a far more intensive, committed and important strategic issue to be used merely as PR fodder. To me, adopting sustainable business practices is a core strategic move, and should be seen as part of the brand values, personality and image. Every expression of brand essence -- internally and externally -- should support, reinforce and communicate the commitment made.

Green is not merely a marketing or PR issue limited to customer communications. Consumers are too smart to not see through it eventually. Plus, sustainable operations make sense because they are the right thing to do. More importantly, there is a growing understanding that these practices can create strategic advantage and source of powerful differentiation across a globe of interconnected markets with fleeting brand loyalty and changing regulatory methods.

Companies are finding a clear link between profits and sustainability. Gone are the days when a business leader’s feeble off handed defense was a charge of ‘higher costs’ or cries of ‘Western European’ utopian idealism.

“There is 100% overlap between our business drivers and social and environmental interests,” says Dow CEO Andrew N. Liveris


We have witnessed the pattern of publication of corporate policies (generally voluminous and generic) on websites and increased green marketing exploitation. Recently wholly new sustainable brands and products have emerged, from the ground up – e.g. Green Works by Clorox, that have succeeded and spawned other activity.
However, corporations have yet to reorient themselves – philosophically and operationally – to internalize sustainability. No doubt this is a challenging task, as there are no business functions that would not benefit from this approach: R&D; Procurement/Supply Chain; Manufacturing; Packaging; Distribution & Logistics; Marketing & Sales; and more.

Besides the high initial investment costs, there is a lack of consistent metrics and investor expectations of returns all hinder wider and faster adoption. The risks are clear, as the brand impact for Nike and Wal-Mart from their global sourcing scandals has shown, and as environmental disasters had on BP, Exxon and Union Carbide.
The good news is that the heightened awareness among the public has raised expectations and created pressure on corporations to move in meaningful ways. If consumers are truly willing to vote with their dollars and pay higher costs in the short term for ‘sustainable’ products, brands will have little choice but to act.

Thankfully, sustainability is “right at the top of the agendas” of more US CEOs, especially young ones, according to the McKinsey Global Institute.

How prepared is your brand? Are you vulnerable to competitors faster, first moves? If not, it just may be a shot you don’t recover from.