Hi, need to submit a 500 words paper on the topic Discussing a New Coffee Branding. Buzz-Building Activities
The product I have chosen is a new coffee brand. I will choose some very effective buzz-building activities to bring the product to the hands of the customers. For word-of-mouth communication with the consumers, I will recommend hiring a place in a night park where there is a bit of rush. The product launch can be turned into an event by preparing introductory speeches. A corner is to be dedicated to the making of fresh coffee right in front of the consumers. This way, they will have a practical experience and assurance of the quality of the new brand that they are going to enjoy. This activity is sure to attract consumers, as it provides on-the-spot testing of taste and quality of the product. The consumers will be invited to have mugs of fresh coffee made with that brand, and then, their remarks will be taken by asking them to note down their comments on a special notebook. The team leader will continuously be introducing the new brand to people through a microphone.
I would also recommend creating suspense starting some days before the launch of the product. I suggest placing banners and some guessing game ideas written on billboards right at the spot where the product is to be launched. This way, the consumers will remain curious about what is going to happen or what is going to come into the market and into their hands. This will create such a buzz that nobody will want to miss the product and the event in which the product is to be launched. I suggest releasing bits and pieces of details every day to give boost to the suspense. This will surely drive people crazy about the product and the launch event.
I suggest giving people free access to some of the features of the new brand. I recommend that sachets must be prepared of the new brand of coffee, with eye-catching wrappers, and they must be distributed in the launch event. Nothing amuses and attracts consumers more than something being given free about the new product. Those who will not taste the coffee on-spot will take sachets and try them at their homes. This will be very interesting for them, and will assure them that there is something good to the product that the company is giving the people free chance to try it.
I would rank the above buzz-building activities in this order:
(1) Creating suspense
(2) Turning the launch into an event
(3) Giving people free access to the product for a limited period of time
I have ranked these activities in this order because I believe that creating suspense is the first and foremost activity of the launch process. The more the suspense, the more is the buzz, and the more is the consumer attraction toward the product. Second comes the launch event which must be interesting enough to attract people. Third is free access to the product, which is optional but is very effective in creating the buzz.
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