Spreading The Buzz

(CBS)  At a kids' play date outside Atlanta, Caron Cohen is buzzing her friends.

"Who needs bug spray," she says. "It's this new Off stuff called 'smooth and dry,' and it dries like powder finish. It's nice."

At a farm store in Massachusetts, so is Devan Ferreira.

"I do BzzAgent. It's all word-of-mouth advertising," she said. "Do you want some lotion samples?"

She is telling her coworkers about a new hand cream and offering them coupons for chicken sausage.

She doesn't get paid for this, CBS News correspondent Anthony Mason reports. So why does she do it?

"Because it's fun," Ferreira said. "I like to get samples. I like to get free stuff. I like to get mail."

They're agents for BzzAgent, a new Boston company created, says CEO Dave Balter, "to organize, manage and measure word of mouth."

How many "buzz agents" does he usually send out on something?

"Our average is about (12,000) to 15,000," he said.

Here's why companies like Hillshire Farms, TV Guide and Dunkin Donuts are doing it. Studies show each "agent" impacts about 60 people over the course of a campaign. So 15,000 agents will generate 900,000 conversations about a product.

Is this part of a major shift in advertising?

"It certainly is," said Peter Kim, an analyst at Forrester Research.

Kim said traditional advertising, on TV and print, has always sent a one-way message.

"Well, this is more of a conversation and a dialogue," he explained.

Because "agents" email in reports on their own reactions and their friends' reactions.

"Everything, negative or positive goes back," Ferreira said.

Every agent's kit comes with samples, coupons and a code of conduct.

Mason asked: "So you tell people in this code of conduct, 'Let people know you're involved with BzzAgent?' "

"They have to," Balter said. "If they don't we kick 'em out of the system."

"Usually I end up liking what they send me," Ferreira said. "And if I don't I talk about that, too."

Balter said: "That's the power of honest word of mouth. Another consumer listens because someone's willing to tell the good and the bad."

Word of mouth has always been out there, of course. But with buzz marketing, companies are now tapping into the conversation.

[nawny]

I like being a buzz agent spreading the news is what I like to do and receiving their comments. It''s great

[Mommaplum]

I love being a buzzagent. I tell everyone about the products I get every chance I get. Most people are shocked when I have samples and coupons to give out.I find people to be sceptic most of the time and this gives people a chance to try new products which they might not have done otherwise, so I can see how it is a boost for companies sales. It''s been such a pleasure being a buzzagent. I now look forward to going to my mailbox!

[sanerw]

I have been a Bzz agent for about 3 years. I love trying new products and sharing the buzz about them to my family and friends, not to mention strangers who become new friends. Most of my friends look to me for advice before they try a new product because they know I have tried so many and if not, I probably will soon. They ask me if I have gotten certain products from the Bzz campaign and if I had, what kind of reactions I got from the products before they buy. I love sharing my feedback. I think this is definitely going to be catching on with many companies, especially after the report on CBS.

[jnn38364]

I''m a BuzzAgent here in Canada and I have to say it''s great not only do you get samples of some great stuff but it''s stuff you use everyday and their not trial sizes their full size samples so you can really give them a try and let everyone know what you really think of the samples. I highly recommend everyone give it a try after all there''s nothing to lose and you might just be surprised what you get. (Jnn38364)

[honeylover2]

I''m a Buzz Agent, I really like buzzing and getting the feedback from people.

[wsuplat]

I have been an agent for almost 2 years now and it is a exellent way to meet new people and refresh freindships with old ones. I do enjoy the mail and the freebies but most of all I enjoy the contact and seeing the looks on people faces when you offer something "free".

Also, I have met other buzzagents along the way... They are great people with different jobs, the life experience is fantastic.

[rf6393]

Most of the time my campaigns are companies or products that I already use. This is very educational I cherish my time doing this. I think this brings out the best of america. We are a bargin for the companies we do campaigns for as we are their eyes and ears. thanks bucky63

[sceneit-2009]

I''m a BzzAgent but it feels more like work than vocalpoint or shespeaks.com. I make friends discussing the products and sometimes talk to the people who make them.

[teenie01]

I have had so much fun, Trying samples, using coupons, Just sharing with people I know. it''s been amazing..

[summerbuddy-2009]

iAM A bzzzz agent and I highly recommend it.I love the whole program and the way it is done.Everyone should try it or just check out the web site,you won''t be disapointed.