It’s the most effective form of marketing, but the hardest to create. The majority of people are motivated to initiate discussion if they feel they’ve ‘discovered’ an interesting, helpful or innovative product or service – so, here are some tips and tricks for creating ‘buzz’:

• Have databases of connected ‘key influencers’ to spread the word.
• Create a space to enable and support those likely to be passionate about your brand – partner with groups or businesses with shared target markets and complementary services or products to open up a world of new contacts who you keep informed regularly.
• Set up a discussion forum or managed blog on your website where customers can post their comments, opinions and reviews.
• Create compelling, entertaining, valuable communication that your customers will look forward to receiving. If the communication is electronic, promote the sharing of information by including a ‘send to a friend’ function on your email.
• Listen to and record customer feedback and suggestions (both positive and negative) to get ideas for improvements and updates to your products and services. When you implement a change, let them know it was because of their input!
• Get your staff excited about and involved in what you’re doing – if they’re having fun, they’ll create a great customer experience, and that gets people talking!

NRMA presented 20 teenagers with free mobile phones to communicate to their mobile address book the virtues of a new roadside service Free2Go. Aimed at the youth market, within two hours of the launch, 200 new members had signed up. Applications continued at the rate of approximately one per minute for the rest of the day! And all for the cost of 20 mobile phones.