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Principle 7. Turn WOM into Buzz

In: The Seven Principles of WOM and Buzz Marketing

Author

Listed:
  • Panos Mourdoukoutas

    (Long Island University)

  • George J. Siomkos

    (Athens University of Economics & Business)

Abstract

The i-Pod shortage is not an accident, but part of a calculated campaign by its creator Apple Computer, to nurture and foster hype about the product that fuels a contagious, a herd-like behavior that aggregates and speeds WOM, turning it into buzz, accelerating the expected benefits while lowering the expected costs, and helping the product reach its tipping point earlier than later. We are only really excited by what is denied us, by what we cannot posses in full. Your greatest power in seduction is your ability to turn away, to make others come after you, delaying their satisfaction. Most people miscalculate and surrender too soon, worried that the other person will lose interest, or that giving the other what he or she wants will grant the giver a kind of power. The truth is the opposite: once you satisfy someone, you no longer have the initiative, and you open yourself to the possibility that he or she will lose interest at the slightest whim. Human beings are immensely suggestible: their moods will easily spread to the people around them. In fact, seduction depends on mimesis, on the cautious creation of a mood or a feeling that is then reproduced by the other person. But hesitation and awkwardness are also contagious, and are deadly to seduction. I-pod is not Apple’s only innovative product that has followed such a pattern of diffusion. The i-Phone shortage had thousands of fans camping outside Apple Computer stores days ahead of its release, drawing the attention of the mass-media and magnifying consumer hype. In 2006, LeSportsac’s large casual nylon handbags became a trend after fashion stylists first used them in the Tokyo’s fashion district Omotesando, followed by high school girls who soon mimicked them. New clothes, shoes, drinks, toys, game consoles, cell phones, scooters, and automobiles have followed a similar path, creating explosive demand for their products. Beanie Babies, the VW Beetle, the movie The Blair Witch Project, and ICQ (an Internet chat service) were also able to generate WOM hype that resulted in explosive consumer demand. Volkwagen sold 2,000 Reflex Yellow and Vapor Blue Beetles online, and only online.

Suggested Citation

  • Panos Mourdoukoutas & George J. Siomkos, 2009. "Principle 7. Turn WOM into Buzz," Springer Books, in: The Seven Principles of WOM and Buzz Marketing, chapter 0, pages 77-94, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-02109-1_8
    DOI: 10.1007/978-3-642-02109-1_8
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