It's 12:35 p.m., and the microwave line in your office kitchen is lengthy, but you stay because Stacey from accounting is talking so excitedly.
"Before now, my teeth only felt this clean after I went to the hygienist," she exclaims. "You've got to try this toothbrush!" You make a mental note to check the product out the next time you're shopping and head back to your desk.
Would you believe Stacey as much if you knew she'd been engaged by an advertising company to talk about her toothbrush exactly like this?
People have always talked about the things they use, recommending (or dissing) products and services. It's called word of mouth, and advertisers have always known that it's the best kind of marketing their product could have, but they've never tried to control it. Until now.
New ways to receive media messages
Traditional advertising -- in magazines or on radio and TV -- is still, of course, a big part of most marketing campaigns. However, as new media (e.g., the Internet) emerge and technology makes it easier to ignore advertisers' messages (pop-up windows can be disabled; digital video recorders let you skip ads), some advertisers have begun looking for new avenues into our consciousness.
And knowing that family, friends, neighbours and coworkers often talk about stuff they're eating, watching, driving, washing with or otherwise buying, they're simply encouraging these people to talk about their products. They do this by offering volunteers free samples or trial periods for services; in some cases, before the items are available to the public.
What the talkers love the most, though, is getting a coveted spot on the inside track to what's hot, upcoming and cool: an opportunity to be seen as in-the-know and on-the-edge.
Becoming a buzz marketer
I was personally introduced to "buzz" marketing at a casual gathering of girlfriends, where my pals Kim and Larisa both mentioned seeing pilot episodes of "Shark" and "Brothers and Sisters," which would air on Global TV that fall. How was this possible? Did one of them know someone at the station -- or even in Hollywood?
It turned out they'd both joined The Influencers, a word-of-mouth marketing firm that sent them DVDs of the pilots and asked them to talk to their family and friends about the programs. They even had business cards promoting the shows and explaining how anyone could sign up to be an "influencer" just by visiting a website. Intrigued (plus, not being one to say no to free stuff ) I happily jumped on the buzz bandwagon and signed up not just with The Influencers but with two additional buzzing businesses, BzzAgent and Matchstick.
The ensuing 14 weeks taught me not only a whole lot about an advertising strategy that's becoming a fact in all of our lives, but also about what I am prepared to do for a free box of cookie bars.
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