woensdag 29 december 2004

What's the buzz about buzz marketing?

Reading this article on 'buzz marketing' made me think about the i-mode launch campaign in The Netherlands where KPN used a number of 'in the know' ambassadors to promote the new i-mode phones and services. It didn't work and here's why. So before you start buzzing...

"Not every product can be effectively marketed by buzz agents, however. 'It has to be an interesting one,' says Kahn. 'Products do have to live up to the hype, they do have to deliver. If these products aren't delivering coolness, this will not over time be a credible method.' According to Kahn, products that fit this description are fashion items and items of cultural interest such as TV shows, books and movies -- anything that connotes a sense of being 'in the know.'"

3 opmerkingen:

  1. Interesting article. But what exactly do you think was the reason for failure for KPN? There could be several reasons according to the Wharton profs. Did their product suck in the first place and were their "mavens" not excited at all which would show in their "buzz" to potentials? Or didn't this apply because they were paid to buzz positively? Or did the customers KPN did get become dissatisfied and spread some negative buzz?


  2. All this substantiates my belief that Eccky should be buzzed likewise as it is a social activity while not a public product. This means that private products might be buzzed as well when they have a clear and unique benefit.

    Eccky has the potential to make 'mavens' feel there are special. Exclusivity, special treatments, privileges...these are the things most people are craving for nowadays in my opinion due to the increasing individualization. It gives 'mavens' the opportunity to express themselves for who they are (Maslows' final step in his piramid)


  3. Indeed, I feel that KPN buzz-approach failed because the product simply wasn't good enough. The promise was, and is, great, but if you don't deliver....