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Buzz Marketing or Word of Mouth Marketing
Buzz Marketing Gets Consumers Excited About Your Products
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Buzz marketing - often called "word of mouth" (WOM) marketing - is a technique in which intriguing articles, videos, blogs, and other viral activities are used to generate positive discussions among consumers.
McDonald's used a buzz marketing agency to craft a word of mouth advertising campaign around their newest menu item: the chicken breakfast sandwich. Their buzz marketing program was built around the eternal question, "What came first, the chicken or egg?" McDonald's asked consumers to join in on the light-hearted debate on their promotional website. They also engaged consumers in buzz-generating street interviews and street dancing competitions, reminding people to try a free chicken sandwich on the day of the product rollout. The overall campaign generated nearly 1,000 blog postings and more than 10,500 online discussions through blogs, videos, discussion forums and Twitter. Most significantly, "McDonald's free chicken sandwich" became the 13th most Googled search term on the designated sampling day.
When Neutrogena wanted to build brand awareness for its line of men's products, they turned to a word of mouth advertising company to generate a buzz on college campuses. The buzz marketing company created the Undercover Hotties program which encouraged students to nominate fellow students who would be irresistible - if they only shaved their face. The top 30 Undercover Hotties on each campus participated in a Neutrogena shave clinic. Extensively trained brand reps augmented the WOM campaign with flyers, posters, online networking, and campus events. During the month-long promotion, Neutrogena's marketing microsite logged nearly 15,000 unique visitors - 36% above their goal. With such a broad reach, Neutrogena greatly extended its brand awareness and boosted sales among their target market.
The Word of Mouth Marketing Association honors especially effective and creative buzz marketing and word of mouth campaigns with the annual Wommie Awards. Recent Wommie winners include the Coca Cola Company, Yahoo!, and of course, McDonald's chicken breakfast sandwich campaign.
For whom marketing campaigns worthy of a Wommie Award, companies should enlist the help of a premier buzz marketing agency. Buzz marketing companies specialize in creating sophisticated word of mouth campaigns that engage consumers so thoroughly that they excitedly and willingly spread the word about a product or company to their friends and colleagues. But with so many buzz marketing companies to choose from, finding the right one can be difficult.
That's where PromoAid comes in.
Through a user-friendly, online platform, PromoAid provides a comprehensive database of buzz marketing companies - as well as extensive information about companies in dozens of other marketing categories. PromoAid subscribers can search our proprietary knowledge base - with up to 30 data points per program - to find and compare a wide variety of marketing companies, read real client reviews, evaluate cost ranges, and more - all in one place, right at their fingertips.
For more information, call (847) 425-1580 or fill out the form on the right and a PromoAid representative will contact you.
