Every company wants loyal customers and cannot imagine how important it is to have customer evangelists. Having a loyal customer creates sales opportunities. However, the evangelist loves, advertises and defends the brand much like a watchdog, regardless of the situation.
Who’s never heard the saying “when a bad experience happens, one person tells 10 others, but when the experience is good, a person tells only 3 others”? That’s a natural human behavior, but there are unimaginable opportunities a company may seize in order to build opportunities to create evangelists.
Blogs have lately become a reference of freedom of speech. This way, we (shoppers) access Google to inform what we want to know about and we end up finding out several comments that help us choose between one product and another. Other people’s comments are so important that e-commerce websites have opened a specific channel in their website for clients to describe their purchasing experiences, thus reassuring new users. After all, who doesn’t know a friend or a relative who knows everything about a particular thing and ends up influencing our purchase? Those people who help us when we need some information are hardly ever paid by brands or companies to suggest, point out or defend them. They do, however, inform and make their contribution by being important tools for our decision. That’s why Buzzmarketing, each passing day, becomes an important tool that is many times forgotten by marketing managers.
But what is Buzzmarketing?
It is a tool that creates the opportunity to transform mere customers in evangelists. It is the process to make those people have content to defend and talk about the brand. The point is to create an ideavirus and have it spread through the web. People who are part of this process believe in the product and have only one wish: to share their knowledge and satisfaction with joy.
How do you develop an ideavirus?
An ideavirus is an intriguing, irresistible idea that grasps attention. It is an idea we want to pass along, an excitement that forces us to share it. Many times, an ideavirus appears because of a crisis, a mission, a problem, a danger or an opportunity.
A few suggestions of contexts that may be used are as follows:
- Natural or calendar contexts.
- Institutional contents: are linked to big events – World Cup, governmental campaigns, among others.
- Current contexts: major disasters, coverage of major media events, etc
- Artificial contexts: when the company creates the context on its own.
Anyway, an idea is only spread when it becomes an ideavirus!
You don’t need much to create a Buzzmarketing action
According to Miller, 150 people are enough to begin a movement. We pass it along to seven people we know or that we run into at our professional and personal environments, so on and so forth.