The Power of Buzz
How did Hotmail gain over 12 million subscribers in 18 months? How did the very low budget movie "The Blair Witch Project" become such an incredibly successful phenomenon? The answer lies in the power of "buzz."
Buzz or word-of-mouth marketing influences more people to buy, or not to buy products and services, than most other forms of marketing. Why is it so powerful? Basically, we have a need to share information as a means of communication and also as a way of understanding the world around us. Often, we base many of our purchasing decisions on information gleaned from friends and well-respected associates. We tend to listen to them more readily then most mass-media messages.
In his book "The Anatomy of Buzz," Emanuel Rosen states, "most marketing today ignores the power of buzz and tries to influence each customer individually." He believes that "buzz travels through invisible networks that link people together. Noise, skepticism and connectivity all influence today's buzz."
As exhibitors you need go no further than the tradeshow floor to find a network that creates a real buzz. It starts prior to the show, gathers momentum at the show, and then slowly dissipates after the show ends. Every exhibitor has the power to influence the buzz. It all depends on product/service quality, marketing savvy and the decisions made.
I recall visiting a telecommunications show a couple of years ago when the buzz on the show floor concerned a Fortune 100 company and major player in the industry, (who shall remain nameless). The talk centered around the image of their booth which wasn't quite up to expectations. The buzz went like this: "The ABC Company has gone cheap. They must be having financial problems." It's gossip like this that starts the wheels of the "rumor mill" turning and can even create havoc on the Stock Market. Remarks like this often have very little bearing on reality, but people make assumptions and decisions based on what they see and hear. Obviously, the originating source of the buzz plays a key role in its basis for truth.
I'm sure that you would much prefer any tradeshow buzz to be positive. Since talking about products/services makes economic sense, how can you use the buzz to add to your existing marketing efforts? I've put together ten guidelines for you to consider:
1. Brainstorm all possible groups of people who might be interested in your products/services. Consider including the media, opinion leaders, influencers, lead users, politicians, analysts, etc. Don't forget chat rooms and newsgroups although buzz still spreads primarily by personal interaction.
2. Research how information spreads among your customers. Ask them how they usually learn about new products/services. Who are their major information sources? Who's information do they value? You're primarily looking for groups of people rather than individuals. However, don't discount individuals, as they may well be a powerful opinion leader.
3. Develop a clear and concise message highlighting the product/service benefits you want to filter through these different groups. Zero in on your product's uniqueness and what it can do, for example, to help save time and money - two basic elements most people seek.
4. Think about ways to tap into these groups to spread the word about your products/services. Use these in addition to your existing marketing efforts. Never rely on just one means of connecting with you target audience. Your credibility is enhanced through different marketing mediums. For example, exhibit marketing could include pre-show advertising, at-show sponsorship and post-show, a trade publication article. The more ways people can hear and see you the better.
5. Offer prospects easy ways to try your product/service. For example, the makers of Pictionary gave demos in parks, shopping centers and other gathering places. The tradeshow floor presents excellent opportunities for this.
6. Come up with other creative ideas to enhance tradeshow show demonstrations. What can you give people to take away to remind them of your company, products and positive show experience. Think about something that will help create the buzz. It'll have to be more creative than a keychain or stress ball. The more product-related the better. You want people to remember and talk about you - positively!
7. Look at special groups whom you might offer a product discount, a loaner or even for free. You're looking for groups/individuals where the direct product experience will help spread the word. For example, when FedEx started out, it offered free shipping to show people how their program worked. America Online continuously finds ways to offer hundreds of free hours of trial usage to entice new users. I recently saw a display of free CDs at WalMart.
8. Use press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends - what's hot and what's not. Realize that editors are interested in timely newsworthy information; industry trends, statistics, new technology or product information. The media get very upset attending a press conference which is poorly organized and where there's nothing newsworthy.
9. Use sneak previews at tradeshows to build anticipation and help create a buzz on the show floor. Give people a fun experience and a behind the scenes view of what's coming. TV and the movies have got this down to a fine art with their coming attractions. Siemens just did this extremely successfully at the recent CTIA show in Las Vegas. They organized a live marketing presentation with a futuristic theme that featured a digital phone prototype. They certainly created a buzz, which had people, including myself inquiring about the product's availability.
10. Make use of tradeshows to educate your target audience. People are hungry for information. Investigate opportunities to speak either during the workshop sessions or incorporate an educational session into your display.
The power of buzz far exceeds many conventional marketing vehicles. It is probably the oldest, most well-used and valuable one out there. Look at how you can make it an integral part of your existing marketing plan to influence the voices in your industry.
About The Author
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
Latest News
Politics mirroring business strategic internet marketing Business Feet, UK - Internet marketing strategies that have been used in business for some time are now being played out in the political arena, as the American presidential ... |
Internet Dental Marketing: Truth #7 – New Dental Patients Fast! Free Press Release Center (press release), Canada - Internet dental marketing can help dentists survive hard times. Dental consultant Jim Du Molin discussed dentist websites and find-a-dentist portals. ... |
“Internet Summit 08” Registration Officially Opens dBusinessNews Triangle (press release), NC - Designed for senior executives, internet entrepreneurs, internet marketing and business development professionals, investors and business strategists from ... Internet Summit 08 Registration starts for Internet Summit '08 |
Network Marketing Home Business 3x24 - Your Newspaper and News Magazine, Germany - Internet marketing techniques allow the network marketing home business owner to get targeted traffic that is interested in the product and the opportunity. ... What Is your dream Make money Or..? |
Zunch Provides Marketing for Expense Management Company Cirtify.com Newswire Today (press release), UK - Leading search engine marketing company Zunch, has recently been selected to provide extensive Internet marketing for Cirtify.com, a cutting-edge expense ... |
 TopNews | Online: Microsoft accelerates pursuit of Google with $486m Ciao buyout guardian.co.uk, UK - Once the acquisition is complete, Microsoft will sell on Greenfield's additional operations in online data collection for research and marketing companies. ... Greenfield Online Announces Agreement to Be Acquired by Microsoft ... Microsoft to Buy Greenfield, Adding Shopping Sites (Update1) Survey Says ... Microsoft Is a Smart Shopper |
 Wall Street Journal | McCain Seems To Have Obama Beat in One Arena Wall Street Journal - Obama when it comes to Internet marketing. One example: As of Wednesday, a Google search for "Joe Biden" or even just "Biden" resulted in a prominently ... |
Carat expands internet marketing outlook Digital Response Media, UK - The amount of money set to be spent on internet marketing will grow at a faster rate than more traditional forms of advertising in 2008 and 2009, ... |
 ABC News | John McCain beats Barack Obama - at Internet search marketing TECH.BLORGE.com, Australia - However, according to the Wall Street Journal, John McCain has been winning the battle of Internet search marketing. McCain’s campaign has been busy buying ... McCain: What It Means to You |
Internet Allows Public to Show Support for VP Candidates in Record ... MarketWatch - "The start of the conventions and the announcements of the VP candidates has truly triggered this election season," said CafePress VP of Marketing Amy ... |
Resources
-
Power Profit Marketing
Empowering The Internet Marketing Community With Great Marketing Tools, Manuals & Software
-
35 Products For One LOW Price!
Get 35 Internet Marketing Products For The Price Of One!
-
Make money on the Internet
How to make money on the Internet through Internet Marketing and work from home
-
The Internet Marketing Master Plan!
How To Turn Your Passion or Hobby Into a $100,000 a Year Money Machine on the Internet.
-
The Truth About Internet Marketing.
Discover the astonishing whole truth and nothing but the truth about Internet Marketing!
-
NEW -- Marketing, Internet Marketing, email Marketing, Marketing plan, direct
Marketing, joint vent
Offers Marketing tools, tips, strategies and techniques for Internet, email, direct and joint venture Marketing.
-
The Esuccess Code - A Step By Step Guide.
Newest, Hottest, Most Cutting-Edge Internet Marketing Strategies You Can Use To Earn A Fortune With Little Or No Effort.
-
Internet Business Marketing - Sen Ze's Mini-Encyclopedia Of Low-Cost, High-Profit Internet Business
Discover 19 Top Internet Businesses as practised by Top Internet Marketers and Internet Entrepreneurs from around the world.
-
Internet Marketing - Pro Shop.
Internet Marketing.
-
Web Site Design and Development
Web site design, development, and promotion guide for business and Internet Marketing web sites.