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Creating excitement — or “buzz” in marketing lingo — about products or services is a matter of survival in a competitive market — especially when most consumers are spending only on essentials until the economy shows signs of recovery and stability.
Buzz describes the positive word-of-mouth marketing or hype among consumers that often precedes the release of a much-anticipated product. Real-time, portable communications technology facilitates the building of buzz by allowing rapid exchanges of information among large numbers of people.
Even though buzz can spread like a contagion, it needs a point of origin and a carefully crafted plan for dissemination. Creating buzz requires time, energy and innovation.
Buying or using a service is part of a social process. Entrepreneurs who understand that customers belong to networks or market niches can efficiently use these links to spread the word about their products or services.
Creating buzz turns a message into action and action into profit — but only as long as the business lives up to its hype. There has to be a benefit and value to the customer in order for the buzz to keep building and stay positive.
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