BzzAgent’s Natural Buzz
Wait … this is not another post where Brand Autopsy slams BzzAgent. We’ve played that card (and some might say overplayed that card) with past posts. Instead, this post shares a mild revelation I recently had about the business of BzzAgent.
As we know, BzzAgent’s reason for being is to help companies accelerate word-of-mouth. They seed select BzzAgents in the field with a sample product and give them talking points and ideas for how and where to spread word-of-mouth. The result is hopefully increased word-of-mouth and ‘buzz’ for the product.
Katherine Stone, from the Decent Marketing blog, sums up my core beef with the BzzAgent buzz-making process by writing, “It seems to me that if you need to hire an agency to manufacture buzz then perhaps your product isn’t all that remarkable.” (Decent Marketing | Buzz Kill post | May 6, 2004)
So how did the BUZZ begin for BzzAgent?
Did BzzAgent send out BzzGuides to BzzAgents and give them buzz-creating strategies in order to land the articles in Fast Company and the New York Times Sunday Magazine? Did BzzAgent go through the ‘BzzAgent process’ to get mentioned in Seth Godin’s book Purple Cow?
I’m serious here. BzzAgent is a case study in how to NATURALLY create buzz.
The company is insanely remarkable. So remarkable that we want to talk about it. So remarkable that the media wants to write about it. So remarkable that companies want to hire BzzAgent to create buzz for their products. So remarkable that bloggers want to dissect it.
It’s simple … companies and products worth talking about get talked about.
Which brings me back to Katherine’s quote, “… if you need to hire an agency to manufacture buzz then perhaps your product isn’t all that remarkable.”