Buzz Marketing..

The thought

All the Business today cares for is how much buzz it can generate in the market. The whole soul criteria of any campaign in a Tier II/III city is restricted to the amount of people / the number/ which marketers are able to get.

Our Business has still not evolved itself from looking at every campaign as mostly a Reach based, " Bhiid Jutao" campaign. Still after getting the Buzz and people, the marketers feel a bit empty. Why?

A marketer's core work is to generate enough buzz so that the brand resonates and lingers on in the mindset of consumers for aeons to come. And even the companies judge the Marketer by this simple yardstick.
But there exist a flaw.
The flaw is the difference between People, Consumer and Prospect.
All a marketer tries is to potentially weed out the People from the campaign and call upon most prospect and consumers, and there's were the Media planner come into play.
But the problem with media planner is, they rarely understand Buzz marketing from the point of view of Buzz without advertisments.
A media planner can only help business generate Buzz only when they are having a specific budget and he becomes the distributor of that amount of money.
But is that what Buzz marketing is?
What can be the objective of a Buzz ?

1. Objective : To reach the Primary target audience and Secondry target audience alone.
Imagine a Toy maker, putting his whole hearted effort in reaching the 15-25 youth, because every brands want to reach youth. Yes, may be after 10 years they will be the consumer of the brand, but, the big question, will they remember you in the midst of all the clutter.

2. Objective: To be able to quantify the result, and know what has happened, is happening and will happen to the campaign. The numbers matter.

3. Objective: Does it encourage viewer to participate in the campaign, does your campaign ask consumer to do something, even if calls for sending an SMS. This step helps in knowing the numbers.

4. Obejctive: Is it helping the brand in some quanitifable way, to reach a specific stage in the product life cycle. Is it pushing the brand to the Growth stage ( both Positive and Negative)

5. Objective: Does the resturn of Investment ( ROI) is worth the Time and effort?

Only when a Marketer define these answers for the Buzz Marketing, the campaign makes through the cluttered world.
Thats the reason why Most buzz marketing never Buzz the right audience.