No, I’m not talking about corona discharge on HV AC power lines – I’m referring to the more esoteric notion of “Buzz Marketing”.
Hang on a sec … just what is Buzz Marketing?
I asked the very same question, the first time I heard the term – a few years ago now.
The best definition I have come across is that it’s just like “Word of Mouth” Marketing/Advertising (i.e. people talking about you) – with the addition that you make a conscious, structured effort to get and sustain people talking about your product.
”Viral Marketing” is another coin termed for the same process .
Buzz Marketing in the energy industry?
There are probably not many industries that could conjure up (and carry off with good effect) the marvellous advertisement revolving around the line:
“We’re excited by electricity, even if you’re not”
I did try to find some video-record of this advert, but was somewhat surprised to find that there was nothing recorded on YouTube or elsewhere (or at least none I could find).
Perhaps the advert itself is symbolic – TRUenergy gets all the industry insiders laughing at the joke, but Mr Joe Public – well, is sleeping on. Certainly it does seem that no one was sufficiently inspired to put a bootleg copy of the advert onto YouTube.
PS – did find this one, later, but it’s not exactly the one I was thinking of… (at 3,379 views currently, it does seem to have woken slumbering Joe Public – albeit very slightly)
My main point, here, is that there does not seem to be a lot of space in the energy market for a bit of buzz. Too geeky, too complicated, not sexy enough, or just damn boring?
Well, all’s not lost yet…
Why this article now?
That’s a good question!
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