Creating a “Buzz” involves more than just “under promising and over delivering”. While these two factors form a part of the foundation for a “word of mouth buss” there are several other issues that need to be considered.
In past columns I wrote about the importance of differentiation. A Buzz has to start with a product or service that is different from what is currently on the market. The next step is the marketing process: just as the product or service has to be unique, the marketing process has to make a statement that is different and unexpected.
One idea that one of my clients is currently working on is getting the performing arts students at a high school or college to create a “happening” around your new product or service. Once completed, this production will be performed, with permission, in a local shopping mall. The performance will be video taped and then displayed on as many internet sites as possible. The cost for this project is about $3500 including the video crew and lunch and shirts for the performing staff.
Another, less expensive approach, is to select several people who have a good sphere of influence. Ask them to test you product/service with the idea that they will spread the work among the friends, both in person and on the social media.
While these are just a few ideas, the intend is to challenge you to look for new ways to market your product/service. A brain storming session will yield many other options for creating the buzz. Work with your mentor or coach and put together a new marketing program.
Minds are like parachutes – they only function when open.