Culling all the lessons, research findings and observations over our past 10 years of buzz-making, we have come to evolve these standards for every buzz marketing idea that comes out of Dyll:
Marketing budgets aren’t easy to come by, and yet quite a portion gets wasted on noise-making gimmicks that are created for noise’s sake—with a very weak link to brand. If you’re going to spend hundreds of thousands or even millions for an event or promotion you want people to talk about, you’d better make sure there’s no way they could talk about the gimmick without mentioning your brand.
Advertising and promotions are designed to persuade a consumer to decide in favor of your brand. And recent brain research has proven that decisions are 90% emotional. If the part of a person’s brain responsible for emotions is damaged—say, through a brain trauma or stroke—that person can’t make decisions. On the same grounds, what makes a person decide to talk about your buzz and pass it on stems largely from how much emotion gets ignited.
Everybody wants to look cool in their cluster, and what’s cool in one cluster may be irrelevant or downright tawdry to the next. What keeps buzz going is one person’s desire to achieve status in his group, and that status may be as simple as being the first to share something cool to his set. Just because your brand is active on Facebook or Twitter won’t get people talking if what’s happening there doesn’t bring social merit when it’s shared.
Why do some promos, ads or activations drive flash-in-the-pan excitement then are quickly forgotten? Why do others linger in the mind years after they’re done? It’s because of triggers built into the creative idea that help keep the buzz alive long after the marketing budget has run out. These triggers could be iconic, periodic or even narrative. Whatever the form, the objective is clear: Maximize recall by creating buzz designed to be remembered.