Buzz marketing, also known as “word-of-mouth marketing” “guerilla marketing” or “stealth marketing” is an art of human kind to involve the trendsetters in any community to carry the brand’s message, thus creating an interest in, and a demand for, the brand with no overt advertising.
When Dietrich Mateschitz formulated the drink “Red Bull” in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. Lucky for Red Bull, snowboarders and clubbers soon recognized the boost the drink gave them. It was then only a matter of time before everyone else caught on to the popularity.
Red Bull has mastered buzz marketing. Red Bull reps started distributing to only 8 sales territories within the US. If other conventional establishments ask for Red Bull, they put them on a waiting list. This exclusivity in selling their product helped to retain the credibility and uniqueness of their brand. To maintain an established connecting to the snowboarding and clubbing community, Red Bull organized annual music festivals.
Red Bull’s first marketing technique was to distribute and target teenagers and college goers. Red Bull went around the cities full of Red Bull cars and distributed the drinks to anybody who need energy – people like construction workers and joggers.
Coke and Pepsi recognized a new segmentation of their market and tried to capture it with large marketing budget. They created energy drinks too, but after millions spent, they were distant number 3 and 4 in the market. Red Bull is still the king of energy drinks with 65% of market and a fraction of their spending.
That’s the power of guerilla marketing- an new upstart can out run the big guys with a fraction of the money. All you really need is buzz.
Arvind Kumar is an Electrical Engineer from a premier Institute, Indian Institute of Technology, Delhi, India. He has 3 years experince in marketing business consulting services and marketing services. He is founder and CEO of http://www.nuttymarketer.com