Get people buzzing about your brand! #NABradioshow

BUZZMARKETING
Presenter: Mark Hughes

6 SECRETS OF BUZZ MARKETING

  1. Push buttons (what do people talk about?)
    1. the Unusual
    2. the Outrageous
    3. the Taboo
    4. the Hilarious
    5. the Remarkable
    6. Secrets
  2. Capture media
    1. Types of Stories (STORIES ARE CONTENT!!)
      i.     David & Goliath
      Ben & Jerry’s did in 4 years what it should have taken 18.  They took on the giant Pilsbury corporation and drew attention to itself when Pilsbury threatened their common distributor that they would pull their business if the distributor trafficked Ben and Jerry’s ice cream.  B n J’s held a press conference, picketed Pilsbury and created a lot of BUZZ in the media.
      ii.    Unusual & Outrageous
      Half, Oregon was pursuaded to change it’s name to Half.com, Oregon by Half.com founder Mark Hughes.  Good Morning America did a story on the company the day it launched.  Mark had an offer from eBay 19 days later!!!)
      iii.   Controversy
      iv.   Celebrities
      v.     What’s Hot in the Media Already
      Bush’s Pretzel – Lay’s Potato Chips harnessed the power of what was already happening and inspired the country to “save the country, buy Lay’s instead of pretzels”
      Swiftboat Veteran’s harnessed the power of what was already going on in the market and lead George W to victory!
  3. Advertise for attention (Mark said to read his book 🙂
  4. Climb Buzz Everest (Mark said to read his book 🙂
  5. Demand Creativity
    Mark gave the example of how Heny Kissenger told his speech writer to re-write the first draft of his speech.  Upon submission of the second draft Henry remaked, “I guess I’ll read it now.”
  6. Police your Product
    1. Volkswagen example, “on car sign ‘Don’t buy a Volkswagen’.”  Volkswagen hadn’t been policing their own product and had a LOT of makeup work to do.

OTHER NOTES
Audio stimulus stays in the brain 5x longer than a visual stimulus before it starts to fade.  Think the Jaws theme song and how it stuck with you for decades after you last heard it.

QUO VADIS?  Where are you going?

  1. You can: React to biggest communication revolution 2 gain audience.
    WHAT IS THE BIGGEST COMMUNICATION REVOLUTION OF ALL TIME?
    i.      Facebook – It only took 6 months for FB to gain 50 million users.
    ii.      iPod took 3 years
    iii.      Internet took 4 years
    iv.      TV took 13 years
    v.      Radio took 38 years
  2. You can also: React to advertising landscape 2 gain advertisers.
    1. Example given was to hold a press conference in your home market and announce “We are no longer selling ads to local advertisers!”  This is an overstatement meant to draw attention.

The most important thing to do is to TAKE ACTION in some way!!!!!
Do something that will create buzz for your station!!!

WHICH HALF OBSERVATIONS: It’s time for Radio to stop thinking of itself as Radio or Broadcasting or the first “social network”.  It’s time to get serious about building the brand of Radio and local market brands.  Create some BUZZ, TAKE ACTION and stop everything you’re doing that even resembles the good ole days!!

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