It's always interesting to see how marketers struggle to gain the attention of customers. Even after spending big bucks on marketing/promotions, some products catch the attention and some don't . This led me to think what makes customers lap-up certain product concepts even if they don't buy it the first time but how does one create a buzz that goes around it which enables others to make their decision faster. Here's an interesting perspective on the same topic:
If you want people to talk about your product or service, you need to ratchet up one of these three traits. Consider a 360-year-old Finnish company named Fiskars, which makes orange-handled scissors. If ever there was a viral-marketing challenge, it's scissors -- a product with all the sizzle of a RAM upgrade. Brains on Fire, a brand-identity firm based in South Carolina, helped Fiskars find the emotion. "We knew we had to move from a product conversation to a passion conversation," said Spike Jones, the firm's "firestarter." Jones and his colleagues realized there was one community that was indeed passionate about scissors: arts and crafters. They found four arts-and-crafts zealots and christened them "Fiskateers." Then Brains on Fire asked the Fiskateers to select additional compadres who would support other people in their crafting hobby. (Notice the added public-service element.) Since the project launched, there has been a 600% increase in online mentions of the Fiskars brand. (I had covered this in my previous blog post)
Start thinking about emotion, public service, and triggers.
Step # 1: People are emotional. If you can get them to either agree/disagree, love/hate, join/oppose your messages they tend to get involved. Your marketing efforts need to appeal to them to do that. Also, you need a method to know your believers and disbelievers by name and contact - a database. Then, build a one-to-one dialog with them.
Step # 2: People want to contribute Remember, people always want to give back something to the community. When you let them know you are the catalyst for the same, they tend to align with your products or brands. Include that in your marketing efforts, they tend to feel good and talk about their contribution to others and hence about your product or brand.
Step # 3 People want the right triggers Not always, everybody wants to do the talking. But they definitely do so when there is a trigger. For example, green and energy efficiency, acts as triggers to get people to talk to each other about their contribution to this environment by buying products that are energy efficient. Or getting somebody to use or try your product before others( a preview) or a test your product before the launch encourages chatter as a trigger.
If you don't treat customers as " transactional" elements of your marketing efforts but as "emotional" absorbers of your messages, it can work a long way in gaining a passionate dialog about your products/brands leading to higher conversion and market share.