“Buzz Marketing: Marketing to non-marketable customer”

The passage you’ve shared offers an insightful perspective on buzz marketing, also known as word-of-mouth, guerilla, or stealth marketing. Here’s a breakdown of the key points:

 

  1. Definition of Buzz Marketing:
    Buzz marketing is the practice of creating word-of-mouth excitement around a product or service. Rather than relying on traditional, overt advertising, buzz marketing encourages influential individuals (often trendsetters within a community) to spread the brand message organically, thereby generating demand.

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  2. Example of Red Bull’s Success:
    Red Bull is a prime example of effective buzz marketing. Initially, bars rejected Red Bull, seeing it as a medicinal drink. However, it was quickly embraced by snowboarders and clubbers, who appreciated its energizing effects. Red Bull’s marketing strategy focused on establishing credibility in specific communities, such as nightlife and sports, through selective distribution and events like music festivals. They avoided mass distribution, retaining an exclusive appeal.

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  3. Targeting Specific Communities:
    Red Bull’s marketing was not about broad advertising; instead, it was about identifying hotspots where their target audience (such as teenagers and college students) frequented, and engaging them in a personal and memorable way. They even used branded vehicles to distribute free drinks to various groups, like construction workers and athletes, which helped establish strong grassroots support.

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  4. Comparison with Coke and Pepsi:
    Even though giants like Coke and Pepsi tried to tap into the energy drink market with substantial budgets, Red Bull’s focus on buzz marketing, rather than traditional ads, helped it dominate the sector, securing 65% of the market share despite its relatively modest spending.

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  5. Google’s Marketing Strategy:
    Another example of buzz marketing comes from Google, which started with minimal advertising in the early days. Instead, it relied on word-of-mouth and a superior product to gain traction in the search engine market. Within a few years, Google surpassed competitors like Yahoo, showcasing the effectiveness of buzz marketing in building a dominant presence.

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  6. Philip Kotler’s View on Advertising:
    Philip Kotler, a renowned marketing expert, suggests that traditional advertising is a lazy method of marketing. It involves outsourcing the creative aspects and focusing on mass appeal, while buzz marketing requires engagement and interaction with the audience. Buzz marketing is seen as more challenging but far more rewarding in establishing long-lasting brand loyalty.

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  7. The Importance of Buzz Marketing:
    The text emphasizes that in today’s competitive landscape, brands can’t afford to rest on their laurels with traditional marketing approaches. Buzz marketing is vital for differentiation and success. CEOs and business leaders are cautioned against complacency and urged to embrace innovative, community-based strategies for marketing.