Buzz Marketing refers to a style of marketing which aims to create a hype about the product. The hype is utilized to build a better brand awareness and recall amongst the TG. As is obvious, it is utilized when there are new product launches, or even when there is introduction of a major change in the product.
Examples abound of this kind of marketing. Let us discuss some of the prominent ones:
1. Tide (P&G): It might be recalled that the initial ads of Tide showed a white colored packet which ‘swooshed’ in front of the ad protagonist, making the clothes ultra-white in a band along the path of the packet. It was accompanied by a tagline of ‘chaunk gaye?‘. This made the customer curious as to which product is being advertised.
Later on, Tide unveiled its trademark orange packaging as the product which was being advertised. The ad agencies stuck to the same swoosh as in the initial campaigns, and hence it improved the brand recall of Tide to very high.
2. Toyota Etios: Toyota has recently launched the Etios in India. Its initial campaigns were in the form of teasers, which, while they did talk about the brand name, did not highlight anything about the car. It just implicated that a supreme car was to be launched soon, and the ‘Coming Soon’ tag built on the anticipation.
Look at the following links for the teaser campaigns:
This was, of course followed by the real deal, the proper showcasing of the car in the following ad:
So, how effective is this tactic? Well, the answer to this question is the proverbial ‘it depends’. The success of any buzz marketing campaign depends on the initial hype creating teasers which precede the actual campaign. The teaser should have enough of a hook and a surprise element in it to make the customer curious. The more it is able to pique customer curiosity, the higher is the measure of its success.