Word of Mouth Buzz

The Word Of Mouth BuzzBuzz 1

Running head: Word-of-mouth promotionпїЅs due to the Buzz

The Word-Of-Mouth Buzz

Joel Grier

Bus. 101 Sec. 01

December 5, 2005

Article Review 2

Buzz 2

пїЅBuzzпїЅ, if youпїЅre a company you will love to here that word. The Buzz is nothing

more then the promotion of a product by the word-of-mouth. However, this

word-of-mouth promotion has become a very strong force making products that were

unknown huge successes. If companies are able to reject the common myths that go

along with the buzz then they can use to huge power of the buzz to become

nothing other then a marketing legend (Dye, 2000).

The way in which the buzz gets started is by people sharing their experiences

with each other. When these experiences are favored by the other person the

result of it could be a huge success in whatever the experience was. Blockbuster

recently had success with some of their commercials dealing with Harry Potter,

Beanie Babies, and Pokemon to name a few, and it was all driven by customers

word-of-mouth promotion (Dye, 2000).

Many companies have no clue what to do when it comes to a marketing campaign

that will use the full power of word-of-mouth promotion. These companies could

be getting the full benefits of the buzz if they understood how it worked. For a

company to do this they need to look at the five myths that are associated with

the buzz to gain a better understanding of really what it is (Dye, 2000).

The first myth says that пїЅOnly outrageous or edgy products are buzz-worthyпїЅ

(Dye, 2000). This is not true because пїЅ54% of the U.S. economy has been

influenced by the buzzпїЅ (Dye, 2000). Products that are viewed to be in that 54%

range are pharmaceuticals, electronics, and transportation to name a few. In the

pharmaceuticals world Viagria and Fosamax are two products that have huge buzz

effects. In the electronics world there is always a buzz about the new products.

There are many other products that could be viewed a being buzz worthy. DonпїЅt

get me wrong, not every product is buzz worthy, but if the product is a good

price, easy to use, is reliable, and is easily seen by others then

Buzz 3

it is buzz worthy (Dye, 2000).

The second myth says that пїЅBuzz just happensпїЅ (Dye, 2000). Buzz does not just

happen it comes from carefully managed marketing programs. Stores such as Tommy

Hilfiger hire young adults to work in their stores so that they will were their

clothes outside of work witch will endorse the fashions. Companies will ration

the supply of their products, because people usually want what they cannot

have or others have. Some companies such as Nike use celebrities like Michael

Jordan and Tiger Woods to endorse certain products for them. Magazines, T.VпїЅs.,

and newspapers that publish lists that tell consumers things such as top

box-office