Nature of the Product
Some products do not tend to discussion. Paper clips for example will not generate much buzz whatever you do. They’re cheap, they’re simple, and there’s nothing new about them.
This last point is the key. When paper clips were new, during the second half of the nineteenth century, people talked about them more than they do now, much in the same way people talk about post its notes when they came out. How much new information is attached to a product or to a whole product category is the key to predicting how much buzz it will get.
The excitement is higher in the days of the category release and so aware the price risks and uncertainties. Over the years, as novelty wears off, as the product becomes much simpler and the monetary risk is lower, people still talk about it-just not as much.
This is a natural process that accompanies the life cycle of each product.
So what kind of products do people talk about? Products that somehow create high involvement of customers:
CONVERSATION PRODUCTS: The following product categories are the ones people tend to talk bout:
EXCITING PRODUCTS:
Such as books, movies, music. Customers say things like “I fell in love with it” or “it grabbed me” to describe their first encounter with certain products they later talked about.
INNOVATIVE PRODUCTS:
People talk about them both because these products may provide new benefits and because people are impressed with their creators.
The early web browsers –MOSAIC and later NETSCAPE generated a lot of buzz because people saw the usefulness of these tools and admired the creativity of the people who invented them. Another recent example would be the I-POD.
PERSONAL EXPERIENCE PRODUCTS:
When personal experiences are used to assess the product and especially the SERVICES in this category, buzz can be expected to fall in his category
Examples: Books, Restaurants, Airlines, Cars
COMPLEX PRODUCTS:
Like software and medical devices. When people don’t understand products they have to talk in order to make sense of them.
OBSERVABLE PRODUCTS:
People tend to talk about what they see. When products are invisible to people ,they are less likely to discuss them.
CONTAGIOUS PRODUCTS:
The best buzz comes not from PR campaigns or advertising but rather from attributes inherent to the product itself. This is ground zero for any buzz campaign and such products n be grouped as follows:
PRODUCTS THAT EVOKE AN EMOTIONAL RESPONSE:
E.G: THE BLAIR WITCH PROJECT: The buzz for this movie was driven by the fear the movie evoked in the viewers .people believed that what they were seeing on screen was actual footage taken by students who disappeared in the forest.
PRODUCTS THAT SELL THEMSELVES:
E.G: BEANIE BABIES
E.G: APPLE Imac: If the design looks different, the product itself can stir conversation and advertise itself
PRODUCTS THAT LEAVE TRACES:
E.G: KODAK CAMERA: The products that is the photos were designed to be shown to family and friends
Some products do not tend to discussion. Paper clips for example will not generate much buzz whatever you do. They’re cheap, they’re simple, and there’s nothing new about them.
This last point is the key. When paper clips were new, during the second half of the nineteenth century, people talked about them more than they do now, much in the same way people talk about post its notes when they came out. How much new information is attached to a product or to a whole product category is the key to predicting how much buzz it will get.
The excitement is higher in the days of the category release and so aware the price risks and uncertainties. Over the years, as novelty wears off, as the product becomes much simpler and the monetary risk is lower, people still talk about it-just not as much.
This is a natural process that accompanies the life cycle of each product.
So what kind of products do people talk about? Products that somehow create high involvement of customers:
CONVERSATION PRODUCTS: The following product categories are the ones people tend to talk bout:
EXCITING PRODUCTS:
Such as books, movies, music. Customers say things like “I fell in love with it” or “it grabbed me” to describe their first encounter with certain products they later talked about.
INNOVATIVE PRODUCTS:
People talk about them both because these products may provide new benefits and because people are impressed with their creators.
The early web browsers –MOSAIC and later NETSCAPE generated a lot of buzz because people saw the usefulness of these tools and admired the creativity of the people who invented them. Another recent example would be the I-POD.
PERSONAL EXPERIENCE PRODUCTS:
When personal experiences are used to assess the product and especially the SERVICES in this category, buzz can be expected to fall in his category
Examples: Books, Restaurants, Airlines, Cars
COMPLEX PRODUCTS:
Like software and medical devices. When people don’t understand products they have to talk in order to make sense of them.
OBSERVABLE PRODUCTS:
People tend to talk about what they see. When products are invisible to people ,they are less likely to discuss them.
CONTAGIOUS PRODUCTS:
The best buzz comes not from PR campaigns or advertising but rather from attributes inherent to the product itself. This is ground zero for any buzz campaign and such products n be grouped as follows:
PRODUCTS THAT EVOKE AN EMOTIONAL RESPONSE:
E.G: THE BLAIR WITCH PROJECT: The buzz for this movie was driven by the fear the movie evoked in the viewers .people believed that what they were seeing on screen was actual footage taken by students who disappeared in the forest.
PRODUCTS THAT SELL THEMSELVES:
E.G: BEANIE BABIES
E.G: APPLE Imac: If the design looks different, the product itself can stir conversation and advertise itself
PRODUCTS THAT LEAVE TRACES:
E.G: KODAK CAMERA: The products that is the photos were designed to be shown to family and friends