Use of buzz marketing on the increase

by Alex Donohue, Brand Republic 30-Jun-06, 08:00

LONDON - A survey commissioned by live buzz marketing specialists CommentUK has reported a dramatic rise in the use of buzz marketing campaigns with use by in-store, sampling and on pack campaigns set to leap.

The CommentUK survey, which polled 100 UK brands, indicated a high awareness among marketing professionals of buzz as a marketing medium, with 87% of brands confident of generating live buzz PR around campaigns at a trade and mainstream level.

Another 65% said they intended to use live buzz in their marketing, advertising and communications plans for 2007.

The survey also showed that it is still early days for buzz marketing with 85% saying they would be using the strategy for the first time in the next 12-months.

The survey found that 67% of brands polled intended to use live buzz to amplify on-pack and in-store promotions.

Even more, 74% said they would be suggesting the use of live buzz to heighten recall and word-of-mouth sampling campaigns while 62% that would use the strategy to enhance existing TV and press campaigns.

Justin Foxton, chief executive officer at CommentUK, said: "Marketers in these sectors have understood that live buzz strikes a deep chord with the consumer and can offer very high sustained levels of recall up to 85% and very high word-of-mouth ratios.

"In combination or alone, research has demonstrated that it can achieve significantly more than, say, a standalone advertising campaign or piece of promotional activity."

CommentUK added that the success levels of BT, Unilever and Nokia with live buzz indicated there would be more brands to adopt the tactics over the next year.

The company said it conducted the survey in crowded and competitive markets where "creating a tangible brand difference from the competition is becoming increasingly hard".

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.