Buzz. It seems to be the latest “It Girl” in the ad/pr/marketing world. We even have a new trade publication to vindicate it, Madison + Vine. The industry darlings are developing “content + commerce” plans to be on the cutting edge of Buzz.
What I find funny about the recent buzz about Buzz is that it is arguably the earliest form of advertising. It doesn’t require big production budgets or primetime placement, but of course those don’t hurt, either!
The essence of Buzz really lies within a brand’s ability to capture the attention of its customer. In the beginning it was natural ... Person A tries Product/Service B and tells Persons C, D, E and F (A+B=Buzz).
Simple, right? Not really. Person A had to make a connection with Product B that compelled them to tell Persons C, D, E and F.
Not much has changed about that equation in a really long time. No matter what bells and whistles you put on your press release, your packaging, even your ads, it all boils down to the connection your customer has with your product/service. There is little room for faking it.
So what does that mean for you, for me, for marketers and the industry in general? To engage our customer, we must know our customer. Know their favorite ice cream, how they like to spend their free time, and whether or not they think espresso or camel is the new black.
These insights will empower you to connect with your customer. By connecting with them, you will be the equal sign in the Buzz formula. And that’s a powerful place
to be.
