Buzz marketing

Running Head : Buzz Marketing

Buzz Marketing

Name

College /University

The concept of buzz marketing may be simply described by the dynamics of word-of-mouth ' Marketing groups depend on an informed audience to communicate information to other people which is expected to influence behavior and way of thinking towards marketed ideas , products , and services . Buzz marketing is also known as viral marketing ' because like the spread of virus , information regarding ideas , products , and services are spread through word-of-mouth which fulfills the concept and purpose of marketing . Moreover , buzz marketing aims to

carry out the concept of marketing by building a personal relationship with the audience . Buzz marketing seems to covertly manipulate a natural setting because it appears to be personal and inadvertent (Tech Target , 2007

Al Fresco , which is owned by Kayem Foods , executed buzz marketing to promote their line of products , specifically Al Fresco 's chicken sausage . Kayem Foods employed the expertise of BzzAgent in marketing their chicken sausage product for Al Fresco . The marketing agency applied the concept of buzz marketing or the word of mouth marketing concept because they deem traditional marketing strategies to be ineffective . By traditional marketing , BzzAgent means television commercials , radio and print advertisements , billboards , etc . For them building up the industry of marketing means eliminating the line that separates producers from consumers . Buzz marketing is supposed to break down the commercial barrier and personalize marketing (Walker , 2004

During the Fourth of July festivities , representatives for Al Fresco rushed to cookouts in the Midwest to supply Al Fresco chicken sausages Although they were actually representatives for Al Fresco , they attended various occasions , such as barbeques , family gatherings , etc . and even visited groceries all over towns chatting up costumers about chicken sausages and leaving suggestions , as patrons , for grocery owners to include the Al Fresco chicken sausages in their inventories Representatives for Al Fresco who attended various occasions in the area seemed to be invited guests , family members , friends , etc . and not Al Fresco chicken sausage marketers . These representatives brought Al Fresco chicken sausages to events , and casually conversed with other individuals about the first-rate quality of the particular product . Some representatives related encouraging stories , supposedly personal experiences , expressing positive remarks to Al Fresco chicken sausages (Walker , 2004

So the question now is how efficient is buzz marketing in accomplishing the purpose of marketing ? Various companies have adapted the word of mouth concept to their marketing scheme , while others start to fall for the buzz ' in buzz marketing being convinced about its effectiveness as a marketing medium . The competitiveness of buzz marketing is evident in the way the Hispanic community received it . The said community was targeted because of its large population , enabling viral marketing to be successful . Levi 's Dockers also employed the assistance of BzzAgent in marketing their clothing line . Authorized by Levi 's Dockers , BzzAgent sent a full set of clothing items to selected individuals belonging to the Hispanic community . The recipients also received instructional materials on how they should wear clothing items , how...