9 Rules
The Nine Rules of Buzz
By Cammie Dunaway, CMO, Yahoo
People tend to take an overly narrow view of innovation by focusing only on
products. Because there’s been such an explosion of product choices,
incremental product innovation really doesn’t deliver the way that it used
to. That’s why CMOs need to think about packaging, channel and marketing
innovation. At Yahoo, we focus on innovative buzz marketing, creating Nine
Rules of Buzz Marketing. (Ten rules would be expected, but one of the first
things about buzz marketing is that the unexpected is what makes a
difference.) Here are the basic tenets:
1. PRomote. Public relations campaigns that really capture the attention of
the news media are increasingly important. It’s a way to take small budgets
and amplify them.
2. Ideas are king. We’re always looking for what’s never been done before,
to bring something completely unexpected to the consumer. To create a story
that gets consumers to talk about what you’re doing. As CMOs, we all get 50
calls a day from people who want to expose us to great ideas. If I don’t
have the time, I have a group that responds to those calls and takes those
meetings.
3. Do, don’t discuss. A lot of big ideas have some risk associated with
them. If you have too many people weighing in, you can talk ideas to death.
You have to have people that you trust enough to let them do it.
4. God is in the details. An idea isn’t going to go far if you don’t execute
it. It’s impossible to forecast every contingency. But you have to be
prepared for things to go wrong, and you’d better have a plan B.
5. Connect the unconnected. Take two items that are seemingly unrelated and
put them together to create something new.
6. Capture the imagination. Inspire consumers to think about what’s possible
by giving them an idea that builds on futuristic technology.
7. Add value. When possible, buzz programs should complement existing
programs. You can do a standalone buzz event and have success with it, but
if it’s part of a 360-degree marketing program, you get a whole lot more
bang for the buck.
8. KISS (keep it simple, stupid). It’s often the simple ideas that are most
powerful. At Sundance, everyone competes for the attention of celebrities
with elaborate giveaways. But no one feeds them! We put a Yahoo café at the
base of one of the lifts. It drove tons of traffic. Simple idea.
9. Create responsibly. Some companies launch buzz campaigns using techniques
such as graffiti that defaces public spaces. Make sure that you ask
yourself, “Am I being respectful of the environment, of the city and of
consumers?” You don’t have to be offensive to stand out.
