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Advertising companies spend millions of dollars trying to get the attention of the consuming public. However, they know that the best advertising is the kind that money cannot buy. Having a product talked up or be personally referred is the dream of every marketer. Nothing comes close to “buzz” about a product or service.
One company that has tried to marry the concept of traditional advertising with WOM impact is one that I am involved with, Bzz Agent. BzzAgent has created a model that distributes items to the consuming public who then try the product and share it with friends. They then gather input about the product and report back to the company about the response they have received. BzzAgent does not pay their marketers in the traditional sense. They receive no money, but get samples and discounts on items through the agency.
The idea of trying to create word of mouth marketing is a little tricky. Some people might be put off if they feel that a friend is trying to sell them on a product. That is why BzzAgent carefully outlines a code of behavior that they want their volunteers to follow. The feedback they get from the field goes back to the manufacturers, so it is important to get honest responses, not just advertising quotes.
Word of mouth marketing may be helpful for parents who move to a new area who may looking for advice about the best pediatrician, where to get the freshest meat and who is the best mechanic in town. People tend to trust what someone else says about goods and services that they have tried. Restaurants, movies and even dentists that come personally referred are used with a higher level of confidence than one that has been picked haphazardly.
Bzz Agent tries to tap into that level of confidence with their marketing approach. By allowing their agents to create conversations about a product, they know that people will consider the goods on a deeper level than if they just saw a billboard or pop-up ad. Talking about a product requires thought and an investment of time. Most people will then take the next step and try the product since they already have an investment in it. That is what gives BzzAgent a refreshingly unique approach to marketing. They are attempting to get the conversation about the product going first, and then let the consumer try it.
We like to trust the opinions of others. A positive review of a coffee shop will save us the time and trouble of finding just the right one to fit our needs. Bzz Agent is trying to tap into that trust and find if face-to-face marketing will truly be the next big advertising model.
Be on the look out for some of my upcoming BzzAgent product reviews.
Oh and here’s a great video that talks more about word of mouth marketing:
Online Marketing, Word of Mouth Marketing on Your Business
Stephanie Leffler and Ryan Blair discuss the growth of viral websites like Social Diva and Flavor Pill. Leffler and Blair discuss how these two companies have grown and used the web and viral marketing to gain popularity and an avid following.
Let’s talk – Do you trust and value the opinion of others? Do you prefer traditional advertising, or word of mouth marketing?
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