Build your professional network on facebook via our app Go to app
 
 1 of 8 in Topic  Next >>
Topic : Creating buzz without Advertising
  Rate : 
 
Created by : Jayant Vishnu, Art Director/Sr Art Director, Creative  | 02 26 2010 11:25:56 +0000
Industry : Consumer DurablesFunctional Area : Business Processes(Operations)
Activity:  2430 views;  last activity : 07 06 2010 20:18:09 +0000

Buzz is all about how much people are talking about you. Therefore, in today's age it's not about what you tell people but about what you can get people to say about you. Normally, advertising incurres a lot of expenditure which increases the price of the product.

On the other hand, without promotion and advertisement, its not so easy to create buzz about the product. Brands have to involve people in creating the communication, otherwise the mesage would be lost.

So users, do you think we can create buzz around a product without advertising it?

 
 Refer 327
Share
 
 
  Rate : 
 
 
Yes Vs No
17
 
 
 
 
12
17
10
Support   Support
Top Argument
5
0

Yes, it can be. PR and social media are the two key elements to get your message right up front. PR has been the time-tested method for ensuring coverage. Today. we have a lot of digital campaigns happening and the new buzzword is social media. Great examples of brands which have managed to create a buzz around them are the social networking sites like Facebook, Orkut and Twitter. The key to their success is not that they spent huge monies in promoting themselves but that they created a product which enabled the consumer to engage with each other using their platform. The consumer saw value in the product and he not only talked, but found ways of 'co-creating' with these sites as well. And all of this is not driven by the traditional GRPs but by the very old way of word of mouth.


By Jayant Vishnu, Art Director/Sr Art Director, Creative  02 26 2010 11:25:56 +0000
 
Top Argument
3
1

NO, Not possible, because throwing your product on the street and letting media cover it for free and people using it for free, is also OTL which in fact

Integrated Marketing Communication(IMC) ~ Advertising

From Wikipedia

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action.

http://en.wikipedia.org/wiki/Advertising

If adverting is communication, then what ever you do for your product to be communicated is advertising. Even when you talk about your product to somebody it is a form of communication know as "Word of Mouth". So it is not possible to create buzz of a product without Advertising.


By Dhiraj Wohra, Dy. Manager, Centum Learning Ltd  02 27 2010 06:55:42 +0000
0
0
Advertising is one of the promotional medium to attract sale. Sales follow promotion and therefore a Marketer would prefer spending on a medium that helps him generate leads
By sampath , Direct Marketing Executive, GoldeneyeInflatables  | 03 19 2010 16:26:49 +0000
0
0

itis easy way for a short period


By g.sivaraman , siddha doctor, hospital consultant, medical auditing self  | 03 14 2010 08:01:51 +0000
0
0
To respond to that question, the term "advertising" must be defined. Apple is a great example in terms of divine design solutions, no matter if it is cables, iPods or computers. Would they have succeeded without massive advertising? Probably not. But if they would have created buzz throughout the "right" communities, and spread the word in terms of guerilla marketing, they could have come quite far. With creative planning one can accomplish great results in terms of awareness, action and hard cash - for less money spent
By ravindra shrivastava, Information Systems(MIS)-Manager, iifs pvt ltd  | 03 13 2010 10:52:48 +0000
1
0

NO, Buzz can be created without ads. The marketers can directly contact their target customers who can be explained about the products and its features.Further, the project consultants can also be briefed about the products. The Frequent visits and interactions with the above customers and the consultants will definitely help to buy the products. Once they used it will come to the light that the products products purchased and used by them are good. This will in turn motivate them for repeat  purchases and they will also inform it to others.

Today there are lots of companies not depending much on ads only, but their sales team to create vibration. There are products which do not require much ads. example- products with technical nature. These products promotion are handled by experience and qualified sales team. 


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 03 08 2010 12:57:34 +0000
1
0

Mind Gym International is a new concern. They have no advertising budget. Simply using virals and internet as medium of communication. Yet there all public shows are full. This has been my own experience. Similarly I am about take a case of kerala Surgicals. About which u can know sooner.


By textilesinfomediary , SEO services Provider Company  | 03 06 2010 15:00:54 +0000
1
0
Advertisement is required however not necessary it has to be paid advertisement
By ajay moolankodan, handling the goa office, air arabia  | 03 05 2010 09:48:58 +0000
1
0
Cirtain product and services can opt for new version of advertising. Objective of advertising are always going to remain universal.
By textilesinfomediary , SEO services Provider Company  | 03 02 2010 08:31:43 +0000
1
0
I agree with Jayant. Would just add Cutstomer Interaction Platform and proper Customer Care to the PR & Social Media. Videocon d2h is a recent example wherein the buzz was created much before the product was launched and advertising did happen but at quite a later stage.
By Navjeet Sood, Business Head, ADI Media Pvt Ltd  | 03 02 2010 06:05:29 +0000
1
0

hi Jayant, nice topic to talk! yes, a product can be a success eventhough it dosen't have any hi-fi advertising.if we can just go back to the basics of selling of product,it is very clear that its impact on buyer is the supreme irrespective how it is sold!! i may be wrong but, personnaly i feel even a buzz can do wonders if the product is really in acceptable manner.sometimes even negative buzz also helps.


By jairaj shyam prasad, Production Manager, BOSCH Ltd  | 03 01 2010 15:02:48 +0000
1
0

The word buzz relates to how much people are talking about a product and it is not what the advertising talk about a product. So buzz is a art of how to get others to speak about a product.Buzz can be created without embarking on advertisements.A display and demo of the products is again a advertising.In case a product is having a good quality and differentiated from competitors, its dependence on advertising is much less.If a customer feel a brand is good, he will definitely recommend it to the next 5 people who will in turn recommend it to next 10 people and thus this process will continue. If the message is contagious, people themselves become become a medium.


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 02 28 2010 08:29:33 +0000
0
0

Well placed truth Mr.Neeraj. Good  exambles are door to door selling and the elevation of the empire of Ambani's group companies in our country.

Without much ads threre are popular brands in India. Exambles are:

Delton cables, Unistar cables, Despite no manufacturing, the cable companies brand names Incab, Premier, and Omega are very well established brand names even today. Similarly in switch gears companies, we can name L&T, Schneider,Abb,Siemens,C&S, Standard, HPL, Bosma, and Gem and many more. Of course their ads are only in magazines. hence buzz can be created without much ads in TVs. 


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 02 27 2010 17:16:28 +0000
0
0

Sorry Makrand if I have misquoted but its Ms Husain's claim which I saw in one of her interview's at icmrindia.org.

Thanks for your feedback.


By ujjval jain, Retail, Retail  | 02 27 2010 07:51:53 +0000
2
0

As per the changing technology scenorical of the hitech world is using the resources at the particular current time what is the best possible for promoting and advertise their product. Everyone want to earn profit with minnimum cost or try to to maximum cost cutting with maximum profit. If we go back to 25 to 30 years, at that also the product was sold, promoting and advertised. If we take an example of Dhirubhai Ambani was the creator of Ambani Group of Industries or Reliance group, what he was?? nothing.... The first shop was opened of Reliance is Vimal suitings and how was it opened??

In the begining of his journey, he did promoting their product on cycle and done door to door selling. At that time also he did great and wonderful job by doing door to door selling. he hadn't have much money for even advertising given in newspaper. Like that door to door to selling and promoting products is the best way of buzz your product and also it having great prospect to know that what is the basic requirement of the market, what the public wants actually. Advertisement on television, radio, newspapers, pamphlets, internet etc. having one demerit is they can not judge at that current time what is the consumer need. 


By Neeraj Bhandari, Relationship and Operations Manager  | 02 27 2010 07:25:59 +0000
1
0

Yes Mr.Jayant, you are absolutely correct. Buzz can be created without spending much on advertising.Just I would like to place before all the following:

The sales team or a sales executive can personally meet their customers with the range of product catalogs and the product features can be explained to them.Frequent follow-up with the customers and interaction will help to improve the sales.

Product demonstration can be arranged for the targeted customers.

Showcasing their products through participating exhibitions or conducting road shows in the important places of the market.

The marketers can arrange sending news bulletin about their products to their customers.

The medium of e-mail systems can be utilized.

Organizing dealers meet or their customers meet once in a year in resort/hill stations which will motivate.

Devising incentive scheme to achieve sales target which will boost the sales

While comparing to the ads cost, the above measures will definitely be better and costs lesser. Face to face contacts have been established under the above methods between the buyer and the seller, which helps to resolve the issues immediately across the table

 

 


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 02 26 2010 16:38:42 +0000
2
0

Amazing topic from the grey cell tickler!!

1. kashif: Absolutely!! Its a very active surrogate form to create a buzz. Its directly indirect if you know what I mean!! :))

2. UJVAL: Shahnaaz Hussain: Bad example. She was huge in print media particularly in the tier 2 town hindi mags. In fact I remeber her ads on the home video video cassettes where she used to herslef appear and speak about her products!! fab india: Agree. Thats a case study for sure.The most visible communication for awareness were the signature brown paper bags and of course the store signage that was more often than not NEON!!

Twitter is a self exmple of creating a huge BUZZ without advertising at all. The now famous tweets is also a by product of buzz without any real advertising. Twitter was allabout WOMMA and mails. (Mails at best are a promotional form, no formal comunication at all)

Yes, a buzz can be created to day thanks to the digital media and its viral quality!!

But in today's competitive world and also the formats that are available for the brands to showcase themselves and their products, it has become imperative to push forth some communication for the people to be aware of. Traditional form of creaing awareness will never die, its only the non traditrional means that will keep innovating and rejuvenating itself!! Thats my belief!!

Thanks for yet another grey cell tickler Jayant!! :))

 


By Makrand Bhave, AGM - Corporate Business, E18, part of Network 18 Group  | 02 26 2010 12:53:08 +0000
1
0

Shahnaz Husain created a 250 Cr herbal/Ayurveda treatments & cosmetics group & she asserts that once for a short period she hanged a small banner in front of her clinic in her starting days & except for that she never advertised.

Fab India is another group with about 100 stores across the country; claims that they never advertised & the group is a Harvard case study.

I think its very difficult but some people always do what seems to be impossible.


By ujjval jain, Retail, Retail  | 02 26 2010 12:27:03 +0000
1
2
NOT POSSIBLE.In order to create buzz around any product.it is required to make people aware of the that products's existance.spreading awareness about the product is simply not possible without advertising.
By Srijeeta Chattopadhyay, Executive-alliance and business development  | 03 06 2010 13:11:36 +0000
0
0
no
By Renchu George, Assst Manager Marketing, Dhathri Ayurveda Pvt Ltd  | 03 04 2010 16:13:47 +0000
1
0
I think it is very diffult to say that without advt. we will able to motivate or mobilize users towards our products. The form or channel might be different but no one can claim that without advt any product can survive in this global village. But, if the things happen then I am ready to be part of them.
By Jitendra Prasad, Editorial Executive, C-DAC  | 03 04 2010 04:15:24 +0000
1
0

In Modern era advertisement plays major role and it is very tough to think that without ads you can get attention from end customer. I belive when your customer has no time and he is in hurry looking for some specific product the first thing comes in his mind is ads he or she has seen through various media. Yes I do agree that words of mouth has its own significance but now consuler is smart he can listen various suggestions but will choose as per his/ her understanding because simply he would love to have something different. Again Ads can have different forms, some are informative, some are pursuasive and some are reminders. If you have followed recent changes in ad world you can easily find out that now ads are carrying social responsibilities and everyone would love to be a part of it, So i owuld say though WOM can have its own significance but still in this competitive era ads would be remain major force to drive your business and create an impact in consumer's mind. 


By Abhishek Sinha, Business solution sales specialist, Bertelsmann Marketing Services India  | 03 02 2010 08:49:37 +0000
1
0

Advrtising is secondry bcoz witout good placement if we give advrtisment it is a sheer waste


By Davies francis, juniour accounts, caravel logistics  | 02 27 2010 09:14:26 +0000
0
0

sorry


By CHARANJIT SHARMA, Head/VP/GM-Marketing SUKAM EXPORTS  | 02 26 2010 14:32:29 +0000
1
0

This concept was there around 15, 20 years ago.....less chance today...without advertising a product can't survive...but yes...if can create any type of controversy....which grabs the media attention....unfortunately again it's the new form of Great Advertising......


By Binu Yohannan, Visualizer, Uninor  | 02 26 2010 11:46:21 +0000
1
0

It is impossible to create a buzz around a product without advertising it. Creating Buzz means making it popular and how can any product be popular when it is not popularised? I mean how will public know about it?


By James Masih, Product/Brand Manager, FedEx  | 02 26 2010 11:40:26 +0000
2
1

Thanks for the wonderful Topic Jayant. But dont you think that PR is also a form of Advertising/Promotion???


By Kashif Billal, Training & Induction Manager, H&M Hennes & Mauritz  | 02 26 2010 11:32:13 +0000
Leading Recruitment Firm
Jobs for Oracle Manufacturing Business Analysts in Houston
Jobs for Oracle Manufacturing Business Analysts in Texas
Viewers also viewed
Sales Promotion   Sales promotion consists of a diverse collection of incentive tolls, mostly...
 
197 referals 5 comments, 2627 views
Product vs Brand
 
25 referals 48 arguments, 1833 views
New form of marketing involves doing conversational marketing using social media but ROI of this...
 
7 referals 14 arguments, 1968 views
more...  
 
More From Author
Does automobile sector need a PUBLICITY STUNT?? I just don't think so.. as Mr. Virag said it can be more of demand-supply gap..nothing more. Everyone is too much into buying new vehicles that they just don't need any other marketing .. Just perisitant...
It is a great chance for all of us , a reason to quit smoking. It is like a motivation because we are suppose to dedicate our act of quitting to our loved ones.  We all know how harmful smoking is and all the smokers know how difficult is it to quit....
With the IPL and the World Cup coming....marketers are gearing up for the battle to win their customers. The fight will get tensed and crowded with customers left will many options. So, what according to you will be the biggest event on TV??
more...