Create a positive word of mouth to deliver your message, and then develop a “marketing triangle.” Be a bee—create a buzz! When you hear the bees buzz, you pay attention. When you combine events with press releases, collaterals, community activities, marketing communication with the objective of getting the word out about the brand, you create excitement in the community about the brand—you start a buzz. It takes all these elements working together to start a buzz and make a buzz successful.
The results of these activities give life to the buzz and most times results in a wave of informal word-of-mouth discussion about the brand, which is the most powerful communication element. A buzz can be created by encouraging spread of positive word of mouth through such initiative as one-on-one recommendations and reaching out to internet bloggers. Getting involved in the community and its events is a great way to start the buzz and ensure success of a word-of-mouth campaign. Identifying influencers, is vital; look for people that are highly-respected in the community and who know many other people, and encourage them to talk up the brand. Another common method to spur word-of-mouth is to offer incentives to existing clients who do help spread the word and refer friends to the brand. (Sherman & Perlman,2010).
The ‘Buzz’ is only one part of delivering the message we must create the “marketing triangle” to be fully effective. We know that advertising’s main purpose is a call to action. Advertising is vital to get the word out but it is only one side of the triangle. Advertising cannot be totally successful unless there is a public relations component. However, to complete the communication message that forms public opinion, the third element, promotion, is necessary. Because promotion is non-media based action taken by the company to get the brand’s products noticed by its publics, we must develop creative web sites, brochures, direct mail pieces, newsletters, and participate in community lectures and events, and maximize our exposure in the different social media outlets. In order to create the maximum consumer interest in the brand’s products/services, the “marketing triangle,” can only be successful if there is a combination and coordination of the three marketing elements—Advertising, Public Relations, and Promotion.
“What you see is what you get.” In today’s fast moving competitive marketplace one should not spend a disproportionate amount of time and money on only one activity to attract the target market. It takes a “marketing triangle” to get the message across and see results, (Sherman & Perlman, 2010).
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