How to create buzz without advertising?

Honestly it's a one sided debate. In an earlier debate I had mentioned that advertising is the most hyped up and over estimated element of the marketing mix. 

If the purpose of advertising / PR is to ultimately get the customer to try and then adopt the product there are 'N' number of ways in which the same objectives can be achieved.

As Jayant mentioned - if one was to take the Darwinian view, then advertising represents a gradual change in attitudes to a brand leading to trials and adoption. However, like species brands don;t always evolve as per the Darwinian model. Often they take the Malthusian route - where change can be sudden, in response to situations / environment leading to a new set of evolutionary behaviors.

There are a number of cases where brands have evolved without much advertising and promotional support - Mala's & Mapro in jams, Bedekar' Kubal's in pickles, Century in cottons, Crompton Greeves in household appliances, Cinni in fans etc. Some of these brands have advertised however their popularity preceded their presence in media.

Advertising is important. They say 50% of it is a waste. But to believe that advertising id essential is stretching it a bit.

Vijay Raut

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Synergy Marketing Advisory Services

Definitely Purvi, unconventional is supposed to do good here though we can not rule out possibilities of communicating with the masses to promote the product but costlier ad slots can have alternatives. Though promotion of a product depends on the nature of the product, there are ways where a company can create a buzz around a product with alternatives like: Public Relations, Events, Sponsorships, etc. Product can also be associated with some social cause or supporting social cause which can itself become a highlight creating free buzz…

Thanks for the referral Purvi!! Good ideation.

Yes, but with ad slots getting more costlier day by day...I think unconventional format will do good here, and as Dhiraj has suggested is a great example here, it's nothing but unconventional form of advertising, which will help in reducing the cost that we are spending on traditional format of ads.

I agree with Onkar. Any new product or service need advertising. Irrespective of how innovative it is. If you are giving the example of nano, Nano was backed by the famous Tata brand.

Innovation is the key. If your product is new and user friendly and usable. no need to advertise

Any new innovation also needs some kind of publicity/communication to the end user

Now for the real answer:

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!! I have copy pasted this from my comment on Jayant's similar debate. Sorry for that but since both deal with the same process of creation I was lazy :D

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!!

I agree Onkar. I am talking about the reverse psyche here and not the ad at all!! But thanks for reminding me as i am maha pleased with the way the treatment has been given to that ad of Kissan!!

But unfortunately that is also a kind of ad. Any kind of communication to the potential consumers is advertising without which it is very difficult for a new product to take of in the market

You cannot rule out advertising in any form. the only way you don not spend on any form of advertising and yet create a buzz around your product is to have a great product and great service. That will need time to do its work but will do...

Literally speaking, you are right.

Purely from "Costs & Expenses" angle, not an essential.  

Dhiraj! Brilliant....

I take back all my comments. How could I not pay attention to the basic rule??? Thanks a lot pal.. :)) People, I reiterate my comments and suggest you do not vote or comment as me being right!! Thank you. :)

Product strength is a long lasting advertisement but it can not create an entry in to a market when the product is "NEW", Creating a buzz alone will not be sufficient though it may start an intro in to a segment of "Browsers" not the entire community.

Advertisements are just one of the mediums to communicate with general public and most companies club it with their PR and adverts. To launch any given product under a high-scale controversial platform is the best remedy to an advertising blitz. I had already mentioned about this platform being extensively used by SRK and Bal Thackery when Mumbai was (so-called) disturbed and under tension.

Since all media platforms are more than ready to lap-up the high-scale controversial platform, just to increase their reader/viewership, what more could a company / person be asking for? The media would ensure the topic being point of discussion amongst general public for a long time.