Musing on Buzzing

Before I began my communication studies at Conestoga College I was improving myself at Sheridan College. I graduated from that institution with a diploma in advertising and while ultimately that was not what I wished to do with my life, I find a lot of the things I learned cross over nicely into my current program. One of my favourite concepts was the notion of "buzz marketing."

Buzz marketing is traditionally defined as promoting a product, service or idea through word of mouth or by recommendation, especially when an opinion leader or celebrity is involved. A prime example of this would be Oprah's favourite thing campaign.



Will you listen to that crowd? Companies live for this sort of thing. A kind word from Oprah will send sales through the roof. After all, if it is good enough for Oprah it must be good enough for her viewers.

Though buzz marketing doesn't necessarily need a celebrity to be effective, a recommendation from a co-worker, neighbour or friend is likely more believable.

Buzz marketer is also nice because it often doesn't cost that much money. Some free product sent to the right person can lead to more publicity than a million dollar advertising campaign.

I feel buzz marketing is probably the most effective form of promotion available to any sort of communicator because I for one would believe a trusted friend or a beloved celebrity over an advertiser or salesman any day, and if you think of it you probably would too.