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Soo Wenyong   www.101bb.com   email: soowenyong@gmail.com http://soowenyong.spaces.live.com June, 2010 Buzz marketing
 
Four Important Trends In Modern Marketplace
Trend #1 ,[object Object]
Corporations have demonstrated that they can easily lie  or mislead, and it travels to the realm of consumer advertising. Why?
What is the MOST MYSTERIOUS corp.  in the world?
 
We trust Bob at ChinaMobile more than we trust ChinaMobile itself. What’s the solution? Abandon appearance of a corporate look.
So DON’T look corporate, but DO look personal! Be more personal and be less corporate in  every aspect  of marketing and how we present our brand.
Trend #2 ,[object Object]
Computer hardware and digital equipments have become more and more affordable for general people
Broadband and  mobile phone penetration
Acceleration of buzz with new digital vehicles
Trend #3 ,[object Object],On average, people pay attention to the content in a TV show and the content in a print publication  six times  more than its advertising. –  David Ogilvy, 1970s On average, people who search on Google click on its content (organic search results)  six times  more than ad-sponsored links on top and on the right. –  Jupiter Research, 2000s 6
What’s BUZZMARKETING?
[object Object],Viral Marketing Buzzmarketing
Definition:  Buzzmarketing captures the attention of consumers and the media to the point where talking about your product, brand or company becomes entertaining, fascinating, and newsworthy.
Traditional marketing model If anyone wants average results, this is the ticket
Buzzmarketing model
To put it simple: Buzz starts conversations!
The first rule The first rule of marketing is to have a great product. Policing your product is essential to buzz. It’s the lifeblood of buzz. You need to delivery a product or service that people will go out of their way to talk about. Without all that, you have no buzz.
[object Object],The Six Elements of Buzz The unusual The outrageous The hilarious The remarkable The secrets (both kept and revealed)
Why word-of-mouth  works well? REASON #1:   undivided, face-to-face attention REASON #2:   credibility REASON #3:   reducing the cost of experiment
Create a buzz in the media Newspaper is a business where the name of game is to delivery high-quality stories of interest and, ultimately, increase the number of papers sold.
Why story?
Humans seek patterns, even where there are none
The Six Most Frequently  Written Stories ,[object Object],The unusual story The outrageous story The controversy story The celebrity story What’s already hot in the media
The Art of Buzzmarketing  – Discover Creativity
The Six Maxims for  Discovering Buzz Creativity
Maxim 1: Be Honest The foundation of creativity Bear in mind, be honest to yourself! It’s always easier to cheap yourself than doing hard job.
Maxim 2: Be Courageous Demand creativity of yourself Rule number one is, if you want big ideas, be prepared to be uncomfortable. If you’re comfortable, it’s too vanilla. Just remember, if you’re pleasing everybody, your stuff will look like everybody else’s, and you’ll be invisible.
Finding the right consumer insight is the foundation of success Maxim 3: Understand Your Consumer Firsthand
Well design  every single touch point Maxim 4: Pay Attention to Details
Marketing and advertising can be exciting and fun but creating word-of-mouth buzz is draining, demanding and frustrating. Maxim 5:  Swing the Bat Often
People want to be entertained and engaged—not sold to.  Ads get impressions, but content gets attention (or even make connections) Maxim 6: Creative Content, Not Advertising
Let’s  start  creating  buzzzzzzzzzzzzzzz Soo Wenyong www.101bb.com email: soowenyong@gmail.com http://soowenyong.spaces.live.com

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BuzzMarketing

  • 1. Soo Wenyong www.101bb.com email: soowenyong@gmail.com http://soowenyong.spaces.live.com June, 2010 Buzz marketing
  • 2.  
  • 3. Four Important Trends In Modern Marketplace
  • 4.
  • 5. Corporations have demonstrated that they can easily lie or mislead, and it travels to the realm of consumer advertising. Why?
  • 6. What is the MOST MYSTERIOUS corp. in the world?
  • 7.  
  • 8. We trust Bob at ChinaMobile more than we trust ChinaMobile itself. What’s the solution? Abandon appearance of a corporate look.
  • 9. So DON’T look corporate, but DO look personal! Be more personal and be less corporate in every aspect of marketing and how we present our brand.
  • 10.
  • 11. Computer hardware and digital equipments have become more and more affordable for general people
  • 12. Broadband and mobile phone penetration
  • 13. Acceleration of buzz with new digital vehicles
  • 14.
  • 16.
  • 17. Definition: Buzzmarketing captures the attention of consumers and the media to the point where talking about your product, brand or company becomes entertaining, fascinating, and newsworthy.
  • 18. Traditional marketing model If anyone wants average results, this is the ticket
  • 20. To put it simple: Buzz starts conversations!
  • 21. The first rule The first rule of marketing is to have a great product. Policing your product is essential to buzz. It’s the lifeblood of buzz. You need to delivery a product or service that people will go out of their way to talk about. Without all that, you have no buzz.
  • 22.
  • 23. Why word-of-mouth works well? REASON #1: undivided, face-to-face attention REASON #2: credibility REASON #3: reducing the cost of experiment
  • 24. Create a buzz in the media Newspaper is a business where the name of game is to delivery high-quality stories of interest and, ultimately, increase the number of papers sold.
  • 26. Humans seek patterns, even where there are none
  • 27.
  • 28. The Art of Buzzmarketing – Discover Creativity
  • 29. The Six Maxims for Discovering Buzz Creativity
  • 30. Maxim 1: Be Honest The foundation of creativity Bear in mind, be honest to yourself! It’s always easier to cheap yourself than doing hard job.
  • 31. Maxim 2: Be Courageous Demand creativity of yourself Rule number one is, if you want big ideas, be prepared to be uncomfortable. If you’re comfortable, it’s too vanilla. Just remember, if you’re pleasing everybody, your stuff will look like everybody else’s, and you’ll be invisible.
  • 32. Finding the right consumer insight is the foundation of success Maxim 3: Understand Your Consumer Firsthand
  • 33. Well design every single touch point Maxim 4: Pay Attention to Details
  • 34. Marketing and advertising can be exciting and fun but creating word-of-mouth buzz is draining, demanding and frustrating. Maxim 5: Swing the Bat Often
  • 35. People want to be entertained and engaged—not sold to. Ads get impressions, but content gets attention (or even make connections) Maxim 6: Creative Content, Not Advertising
  • 36. Let’s start creating buzzzzzzzzzzzzzzz Soo Wenyong www.101bb.com email: soowenyong@gmail.com http://soowenyong.spaces.live.com