Getting Our Brand to “Stik” in the Minds of Consumers

         Stikii is not yet a large, well-known brand with a big spending budget, but that’s no obstacle for us! In

BuzzMarketing written by Mark Hughes

fact, we welcome the challenge. Big brands are not the only ones who have marketing power today. At Stikii, we believe that Buzz and Word-of-Mouth (WOM) marketing is what gives a brand, any brand, real marketing presence and power. Thanks to the great Mark Hughes and his Buzz Marketing methodology, Stikii is preparing to take on the market with a basically non-existent budget by utilizing unique promotional tools aimed to create Buzz.

            If you are unfamiliar with the “Buzz Marketing” epidemic, let me explain it in a nutshell. Buzz marketing can be defined as “the interaction of consumers and users of a product or service which serves to amplify the original marketing message”. The goal of viral marketing, public relations and Web 2.0 is often to create and amplify positive “buzz” about a product. Basically, you want to get prospective customers talking about  your product, which usually results in a vague but positive association, excitement, or anticipation with your product or service.

 

            Buzz Marketing is exceedingly successful because it grabs the attention of the audience, based on credibility, on a more personal and influential level. How often do you find yourself surveying a magazine advertisement or watching a television commercial and thinking “yeah right, like that really works!”? We doubt the big budget, mass media ads because we know them to be biased and that the company’s main intention is to sell their product – by any means! We do, however, listen to our friends and family. When our peers tell us a bout their experience with or knowledge of a product, good or bad, we tend to listen. In turn, this influences our opinions and our future purchasing habits.

Watch my ad and buy my product "or else"!!

            We have created a story worth talking about, among parents and children. We offer a unique, never before seen product that is sure to capture the attention of our target customers if marketed in a strategic manner.

            At Stikii, we are in the process of creating a Buzz-worthy campaign and we are well on our way to

Word-of-Mouth

pushing the Six Buttons of Buzz.

                Hughes’ Six Buttons of Buzz:

  1. The Taboo (sex, lies, rock ‘n roll, bathroom humor)
  2. The Unusual
  3. The Outrageous
  4. The Hilarious
  5. The Remarkable
  6. Secrets (unknown or revealed)

Pushing said buttons helps to give consumers something worth talking about. Eventually, this story will go from one person to another creating a WOM ripple effect.

            Stikii pushes the “unusual” button by offering customers a product that is out of the ordinary. Never before has there been a shoe that allows the wearer to add and remove adhesive accessories. When you see a pair of Stikiis on a child walking down the street, odds are you are going to stop and wonder about them. Or perhaps you will see a kid with a shoe-shaped balloon attached to his/her wrist. I don’t know about you, but I have never witnessed a shoe balloon sighting. The bright colors of these balloons will be eye-popping, especially when it appears that a large shoe is floating into the atmosphere or bobbing above heads in a crowd. Now THAT is unusual.

            We plan to push the “outrageous” button in order to start conversation by introducing the public to our “Stikiimobile”. The Stikiimobile is a brightly colored car with an enormous fabricated Stikii shoe attached to the roof, with Stik-em accessories and all! A giant shoe-car driving along the highway or placing an order in the McDonald’s drive through will intentionally get people talking. Questions like “why is there a person driving a car with a giant shoe on it?”, “how do they not cause a traffic jam?”, or just simply “what the heck?!?” will arise among those who catch sight of this wacky automobile. Henry Ford may even turn over in his grave. These questions will indicate that people are curious about Stikii. Curiosity sparks interest, and interest leads to research, which can eventually lead to paying customers. Check out some similar ideas below. How can this outrageous idea not work?

RedBullmobile

Lobstermobile

Creepymobile....you get the idea

          

 

  

 

 

 

The “hilarious” button might be our favorite. Getting kids interested in shoes isn’t an easy task. But combine it with something else that kids like, that is also funny, and BAM, instant Buzz. We are currently in the process of writing, recording, and filming a “Stikii Rap Video”. There is nothing serious associated with a rap about shoes, especially when you combine Tony Toledo on lyrics with a cute kid like, perhaps, Pretty Boy Bam Bam. That recipe calls for instant laughs. When this video goes viral on YouTube and other video-streaming sites, the hits will be countless, as will the smiles. The next thing you know you’ll be watching a sidewalk show of pre-schoolers singing the Stikii Rap song and busting a move. It doesn’t get more hilarious in my book.

(Imagine this, but to Rap music!!)

[youtube=http://www.youtube.com/watch?v=9GKsUiq9HZc]

            So, there you have it. Already planning to push three out of six Buzz Buttons and our product hasn’t even launched yet! I’d say we are ahead of the game. Keep your eyes and ears open for all of these promotions, and check back often for updates on which button we plan to press next. We’d tell you now but….it might be a remarkably taboo secret!