JT on the web.

I found an interesting website which talk about mobile phone (www.worldgsm.com). If I decided to present you this site it is because they decided to realize videos of 4 minutes every week like news on television in order to be more attractive. They did not diffused them on television but on videos websites. 

 

So it is another form of buzz marketing. Last week, my teacher asked me if the future of marketing will be internet. I was agreed.  Obviously, the companies will still use television and classic Medias to promote theirs goods but marketing on internet is more and more used. 

I think that is due to the fact that households are very often engaged for a bundle “television/internet/phone”. So when consumers are tired about television they decided to found something elsewhere. Furthermore, like it is easier to switch on internet, those who want to send an advertising have to be funnier, more creative, and original. 

To conclude with the buzz marketing, I give you the link to see the best buzz campaign of 2006. You will see how original can they are. (http://www.lanuitdubuzz.com/les-coups-de-buzz-2006-4/)

Parody or not ?

It becomes more and more current to see brands or Internet users to bounce very quickly on the success of a viral video to propose a parody. If the initial campaign generated an enormous interest, the parody benefits generally too from the effect of buzz often by avoiding having the costs necessary for the creation of the first idea.

Look at this original video for Dove

It was made as a movie, and wanted to say that anyone can be beautiful with make up and well caped and some numeric effects but the real beautiful people use Dove.

Now look at the parodies…

This one was also linked with the famous movie “Supersize me”. Crazy !!!

I present you another one. You have probably seen this famous campaign for Mac Donald with Paris Hilton washing a car. This ad was so sexy and chocking.  

But did you see these one…

This advertising was made for a cabinet of recruitment.It is completely amazing and funny.

Buzz in details

The big companies did not make a mistake. When they realize all the potential, the power of the buzz marketing, they decide to modify they classical way to make marketing campaign. Since a few years, we can observe more and more so crazy advertising which are “too much” to be diffused on the classic medias. We do not have to forget that the buzz marketing is for consumers.  If the brands want that we speak of them they have to seduce.  That’s why they try to realize some funny ads. I think that they need to be careful because a rumor is so quick and can be in the bad way.

 To illustrate you “the buzz campaigns” I made my researches and selected few examples. An example of an effective campaign based on buzz: “Subservient chicken” of Burger King (look at http://www.subservientchicken.com/). This campaign received the honor of the “best marketing campaigns of the year 2004” by the Wall Street Newspaper and attracted more than 12.7 million visitors. The interest was so strong that they stayed on average 7 minutes on this website.
 

In this website we can see a person in a chicken costume who waits for our orders. As a matter of fact, this false chicken can jump, walk, dance…The originality of this campaign was the reason of his success but also the possibility given to the Net surfer to make what he wants. The interactivity is the master word of this campaign. 

Another good and French example is Cretin.fr. This campaign for an internet supplier was both on TV and on Internet. Effectively, on television we had the opportunity to see a series of funny and “shifted” ads. They created also a website (www.cretin.fr) as strange as the ads where they parody the classic campaigns.

 

bzzzzzzzzzzzzzzzzzzzzzzzz !

“A very successful word-of-mouth promotion creates buzz. Buzz generates a highly intense and interactive form of word-of-mouth referral that occurs both online and offline. Successful word-of-mouth initiatives do not follow a strictly linear process with information flowing from one individual to another rather successful models leverage subgroup connectivity and relationships by pursuing a Reed’s Law hub approach to message distribution. A marketer has successfully created buzz when the interactions are so intense that the information moves in a matrix pattern rather than a linear one. The result is everyone is talking about or purchase the product or service.” 

Definition from http://en.wikipedia.org/

If I had to summarize, I would say that buzz marketing is a way to speak about a product or a service by using the most efficient way: the word of mouth. Sometimes, it works so that the announcement of a new product is known before the official launch on media by a lot of people. In the case that it still trouble in your mind do not worry I give you some examples …

WOM ??? (Word-of-mouth communication)

Unsurprisingly, the sharing of information about products, services or promotions between consumers is still an effective marketing tool. However, most research seems to suggest that WOM tends to be negative rather than positive. WOM occurs when information is passed from one consumer, or an individual, to another, without the prompting or intervention of the business or sponsor who is offering the product or service for sale.

Rosen, Emanuel, The Anatomy of Buzz: How to Create Word of Mouth Marketing. Currency 2002.

What’s wrong doctor ?

Viral marketin has something of a bad reputation as in itself it is a form a organic marketing. Viral marketing owes much to more traditional network marketing as it relies on individuaks being encourages to pass on merketing messages to others. Viral marketing is increasingly being used on the internet, where millions of email marketing message are distributed each day.

The concept works very much like a virus, hence the term, as it begins with a selected group of indivuas, who are emailed with a marketing message offering them some form of incentive to transmit the message to other known email accounts.  The growth is exponential and from this initial handful of individuals, millions of arketing messages can be distributed troughout the internet in matter od days. In many respects, aside from the fact that there are incentives for people to pass the message on, this is a form of word-of-mouth communication. Effective viral marketing strategies tend to have the following characteristics:

• most offer free or discounted products or services;
• the simplicity of email allows each recipient to bulk email the message on to other users;
• the exponential growth is achieved not by the originator of the email, but by the recipients of the email;
• common motivators and behaviours are exploited (e.g easy money);
• it utilizes existing communication networks;
• above all, it takes advantage of others’ ressources and not the originator’s ressources.

From :

Goldsmith, Russell, Viral Marketing: Get your audience to Do your Markting for You. Englewood Cliffs, NJ: Prentice-Hall, 2002.

Perry, Richard and Whittaker, Andrew, Viral Marketing in a Week, London: Hodder and Stoughton Education, 2002.

Firstly…. Guerrilla marketing is …

Essentially, guerrilla marketing techniques are unconventional marketing activities that are designed for maximum impact with the use of scare resources.

Jay Conrad Levinson is considered to be one of the originators of the concept having written Guerrilla Marketing (1984). He states that the need for guerrilla marketing can b  seen in the light of three facts.

1.Because ofbig business downsizing, decentralization, relaxation of government regulations, affordable technology, and revolution in consciousness, people around the world are gravitating to small bsinesses in record numbers.

2. Small business failures are also establishing record numbers and one of the main reasns for the filures is a failure to understand marketing.

3. Guerilla marketing has been proven in action to work for small businesses around the world. It works because it’s simple to understand, easy to implement and outrageously inexpensive.

An ideal example of guerilla marketing was carried out by BestOffer.com who received excellent free media coverage as a result of their unconventional marketing activities. When they launched in San Francisco, tey promoteda ‘Pain Free Parking Day’ and gave away free parking, and when they launched in Los Angeles, they had ‘Painfree Commutind Day’ and gave away 20,000 gallons of petrol (gas). As a result of their activities they were able to generate over forty-five minutes of free television news coverage.

Levinson’s site is www.gmarketing.com

Levinson, J.C., Guerrilla Marketing, New York: Houghton Mifflin, 198.

Sex and money !

Let me show you three more examples of funny advertising campaigns.

The first one was realized in Italy and the second one is for a german brand using the famous german goal keeper O.Kahn  for an highway.

And to conlude, this good french advertising for 3M and his unbreakable glass. If you manage to break it, you will win the 50000€ inside, so please give me a hammer !!!

AI, maybe too much …

These billboards were exposed in Switzerland.

It is really amazing, and well done. But don’t you think it is a little bit too “hard” ?

What happens in the street ?

In order to promote his new game on Playstation (Karaoke), Sony choose the street marketing in the Edinburgh streets…

But do not be surprised if I told you that these 2 guys are not trying this game for free. !

This one is made by a famous german agency Jung von Matt/Alster for a watch brand.

Street marketing operation in targeted districts of Oslo for Kilroy, a travel agency specialized in the extreme destinations. ” Antartica, go before of it too late ” At a period when we talk more and more of sustainable developpement it’s well thought.