The development of a company cannot be envisaged today without a communication strategy aimed at making its name, its products or its services known. The reputation of the company is an important guarantee of success that should certainly not be neglected. Creating a buzz, that is, generating word of mouth among consumers, is an obvious marketing objective. But should it be done at any cost?
Buzz: a sacred word and a dream for many entrepreneurs! With it, your turnover explodes in a few minutes, you must recruit 30 employees, in short, you have won the jackpot and you can already imagine the next onent.
But your communication campaign can also become the laughing stock of everyone in just a few moments, seeing your customers and fans turn away from your brand, and losing control of the situation… sometimes because of a poorly chosen image or a simple word. So that you become a buzz pro, here are the keys to understanding everything.
1. Analyze buzz to better understand its mechanisms
Rigorous analysis first helps avoid mistakes that others have already made. In addition, drawing inspiration from existing successes helps identify good practices. You will be able to find ideas to create a buzz in your turn.
So find out if your product or service can follow a similar approach, without copying existing examples. The goal is to add your own touch of innovation.
Indeed, the products and services that have attracted attention are very varied. It could be a naughty brand, a real estate company, board games, the color of a dress, lingerie brands or even a mobile application that makes people dance. Chips, burgers and the ever-present Carambar have also managed to attract attention.
In other words, almost any product or service can create buzz! Creative people still need to show imagination and find the right angle.
In this respect, the Michel & Augustin brand deserves to be cited. She has succeeded in creating buzz on several occasions, by multiplying original and offbeat operations.
2. The springs of buzz
The era of omni-connection and social networks has digitalized word of mouth. Today, information and good deals are exchanged on social platforms (Facebook, X, Instagram, etc.). But creating a buzz cannot be decreed, and its triggering follows clearly identified levers:
- The taboo
- The scandal
- The unusual
- Hilarity
- The secret
- Admiration
We will immediately notice that the first two of these levers are very delicate to handle, that the next three are complicated to implement, and that the last sets the bar very high! Creating the right buzz is therefore not easy and in marketing is like a somewhat inaccessible Holy Grail.
3. Marketing buzz and fatigue
Too much buzz?
By wanting too much to create a buzz by massively occupying space, real and virtual, a brand can cause weariness and irritation. A poorly mastered slogan can be misused and, by going viral, harm the image of ae brand or make its competitor happy.
- The Pepsi case: The slogan “When there’s no Coke” has long occupied the American Web, much to the dismay of the New York firm. Viral marketing follows uncertain contours and can unexpectedly generate a “bad buzz” and create the opposite effect to that expected.
- The Numericable case: Some labels wanted to tempt the devil, this was the case with Numericable and its “Download as quickly as your wife changes her mind” ! Needless to say, the argument went down rather badly with the fairer sex.
- The Benetton case: By playing the card of provocation too much (the shockvertising), the brand ends up getting tired. The latest campaigns shocked Germany and France, where associations called for a boycott. Result: 150 of the 650 German franchisees came together to campaign against provocative ads which would have cost them 10% to 30% of their turnover. We will especially notice, regarding Benetton, which has been part of this search for buzz at all costs since 1993, that the brand has mainly succeeded in making people forget its offer! Many only know the label through its sometimes bloody posters rather than for the quality of its products.
Where does the buzz start?
The buzz today most often originates via social networks, where the very good or very bad topics of the moment are singled out. The canvas is similar to the Colosseum of modern times, where weraise or lower the thumb to decide the fate of a reputation.
The buzz generated is the most soften ephemeral. We can therefore reasonably question on its real effects in the medium term. Trying to create buzz is like a risky bet. Wanting to do it at any cost exposes you to an ill-balanced use of taboo, the unusual or humor. Embarking on an orchestrated attempt at buzz requires great marketing talent which is not given to all agspecial ences or servicesread.
Handle with care!
