Buzz Marketing – Media push for breakthrough!

Have you noticed now that music and movie MVs before or after their debut often have “somethings going on”? Many people in showbiz accept criticism and “storm” statements before the debut date? Why are so many big brands willing to spend billions of dollars just to appear a few seconds in an ad?

The simplest answer you can give is Buzz Marketing. In this article, Xdigi would like to share with you how to create an effective Buzz Marketing effect.

What is Buzz Marketing?

WHAT IS BUZZ MARKETING?

Buzz Marketing is a form of viral marketing, or word of mouth marketing. This form can come in the form of an idea, phrase or tagline, or any other way of catching the attention of the target audience. Get them to care and think about your brand or product.

Buzz Marketing means doing whatever it takes to get the community talking about your product or business. Buzz Marketing can work in conjunction with all types of marketing, including Content Marketing (content marketing), Guerrilla Marketing (Guerrilla marketing) and Social Media Marketing (social media marketing).

Currently, Buzz Marketing is considered to be far beyond traditional marketing such as TV advertising, Email Marketing, Telesales… At the same time, Buzz Marketing is considered a new height of Word-of-mouth Marketing (Marketing). word of mouth). However, not every type of Buzz Marketing is as effective and targeted as the original.

In addition to positive feedback or good effects, many forms of Buzz Marketing receive negative feedback, criticism, loss of potential customers and a bad image for the brand. Therefore, how to effectively implement Buzz Marketing needs a standard process, with a specific strategy.

Some terms in Buzz Marketing to know:

• Displayed Buzz Volume: number of conversions on social networks.
• Buzz Volume: the number of collectable conversations (posts, comments, and public shares) on the media channel.
• Relevant Buzz Volume: The number of relevant Buzz.
• Brand Mention: Number of brand mentions.

POPULAR BUZZ MARKETING TYPES

1, CONTROVERSY COMMUNICATIONS

Usually the public is often interested in the market, scandals when confronting other people. Based on this insight, marketers often defy even being judged as “cheap” to use brand PR and create scandals. However, this reaction doesn’t always go the way you want it to.

2, SECRET AND DISCLOSURE COMMUNICATIONS

Before the release of new product lines, there will be a lot of open-ended stories around without being able to decipher the cause before its release. In this method, taking advantage of part of the product’s flawed information will stimulate the public’s curiosity, attract them to be interested in learning, thereby effectively increasing reach and potential customers.

3, COMMUNICATION SHOCKING

This form goes against the normal capabilities of people and products. Surely you have seen videos on Youtube like “what happens after eating 20 duck eggs”, “walking through fire”, or “bathing in the middle of winter”.

4, COMMUNICATION LEVERAGING THE FUN ELEMENT

Videos with humorous elements such as vloggers Thuan Hoang, Thanh Loong bring content that are both entertaining and convey product messages. Nowadays, people are easily attracted by the humorous elements in funny MVs and YouTube videos. So, using humor will help your target campaign reach even more people.

5, UNIQUE COMMUNICATIONS

Unique communication can be used through the combination of music videos, series. Vietnamese brands are starting to apply this form such as Tiki, Bitis Hunter, Thien Long with a series of famous series such as “Going to return”, “Where you need Tiki, delivery anytime, anywhere”. With the catchy music and the attractiveness of the MV’s content as well as the appeal of celebrities, unique media content easily captures the public’s love and curiosity.

HOW TO CREATE BUZZ MARKETING TO CREATE A MEDIA STORM

You may find the methods below very familiar. Doesn’t this prove that Buzz Marketing is really becoming a trend?

USE INFLUENCER

Using influencers will interest many people because of their social media popularity. The most recent is Vinfast’s strategy of inviting David Beckham in the car launch in France. Besides his talent in football, Beckham is known as a family man model and owns a valuable car collection. “Legendary 7” has turned 43 years old but still exudes elegance and luxury and has a famous family.

These are the factors for VinFast to invite Beckham to appear at the launch because the goal of the first two models is also high-end and luxury exclusively for families.

VinFast invites Beckham to appear at the product launch

USING THE PRINCIPLE OF SEVERITY

This phenomenon is increasing with the popularity of flash sales or happy hour sales on e-commerce sites as it not only increases demand but also generates access to more potential customers.

Scarcity techniques like flash sales, limited time offers, use or lose coupons, for limited users, etc. can help you create Buzz Marketing around your product and increase its demand Products. Apple is a prime example when every time the iPhone launches, there will be long lines of people in front of Apple stores around the world.

LEVERAGING CROWD PSYCHOLOGY

The social network is home to a large number of daily visitors with 2 million Facebook users per month. This is a communication platform that makes messages easier than ever to spread because customers can share, comment, drop likes/favorites/happy/angry with each post.

So, when creating a Buzz Marketing campaign, brands need to find ways to make their content viral, most user-friendly on social networks, from content, images, characters to words or hashtags to create Buzz effects.

RUMULATION IS DIRECTED

If you do Marketing and you think that rumors will naturally “born” and “spread”, you can never succeed. Every rumor must be part of the manufacturer’s overall marketing campaign, every rumor must be directed.

Smart public opinion orientation will help the news spread according to the “underground” marketing purpose of your business. When the Modern Library published a list of the 100 greatest novels of the 20th century on its website, it opened a forum to debate the selection process with over 1,000 articles. The event helped some books reach Amazon.com’s bestseller lists – and boosted traffic to the Modern Library’s website by 7000%.

VIETJETAIR, TYPICAL OF BUZZ MARKETING STRATEGY

The “sexy” airline Vietjet has had many impressive PR tactics. In 2013, Vietjet Air invited Ngoc Trinh with a set of hot long-legged models, wearing bikinis to pose on the plane, the Vietjet brand suddenly became popular.

According to CAPA calculations, the brand recognition level of Vietjet Air in Vietnam has reached 98%. This is a very important factor because most Vietnamese still buy tickets through agents instead of booking directly on the internet. “The dream of flying for all Vietnamese people” that Vietjet evokes is a beautiful dream in a market with a rapidly growing middle class like Vietnam.

Vietjet Air invites Ngoc Trinh and hot long-legged models

With the new 2018 calendar, VietJet Air still pursues the image of bikini models. In particular, including supermodel Celine Farach, 20 years old, is “storming” with the title “The hottest girl on social networks”.

new calendar 2018 with sexy model images

In 2018, Vietjet shocked the community by bringing a model on a flight to welcome U23 Vietnam. Many people think that this is a cheap form of PR, not suitable for solemn events.

Although it has received many compliments for Vietjet taking advantage of the right opportunity and PR at the right time, the sexy airline still cannot avoid strong condemnation from netizens.

The explosion of online trends is being watched by a large number of young people through social networks with a large number of young people following and interested. Therefore, in order to have an effective strategy with the use of Buzz, marketers need to consider many factors before bringing content and images to the public.

Once again, wish marketers always achieve a good Buzz Marketing effect for their products.