In the wake of technology and the internet, the way we communicate has completely transformed. No longer are we picking up the phone, writing letters or even reading the paper. If we want to talk to a family member or a dear friend, our culture adopted alternative forms – such as texting, Facebook messaging and even our news is compacted into a few words into what is called tweeting.

Sure, old forms of communication still linger, but there is no doubt that to stay part of the conversation, businesses, companies and politicians need to stay on-line to stay ahead.

Word-of-mouth campaigns, (aka "Buzz" marketing) are advertisements that typically gain a lot of attention and if done correctly can be a huge success. Techniques include viral videos, curiosity campaigns for movie trailers and sometimes include customer/user involvement. The challenge is creating a successful viral/buzz marketing campaign without automated messages.

An assumption made about political campaigns is that it is full of propaganda. During elections, viewers are exposed to multiple TV spots about the opponent and things that they’ve done wrong. Although this technique might create very little buzz, ads full of propaganda eventually turn dull.

A few quick tips on creating "buzz" for your marketing campaign:

Create something that’s going to grab your audience’s attention. A lot of marketing campaigns go wrong because they are way too focused on a "push" strategy. A push strategy is when politicians just force out a bunch of information on their beliefs, their strategies and their promises of what they will do. Although that is very important, in a room full of other politicians, how are you going to make sure you stand out? The answer is simple; it is by engaging with your audience. Reflecting back, take a look at the 2008 Presidential Campaigns, never had there been a large political online presence. (Especially with the use of Facebook and YouTube.) Even during debates, CNN hosted a YouTube channel where users could pose their questions. This strategy works because it grabs the attention of viewers/users but keeps it by engaging with them. It shows that they want to know what potential voters care about; instead of telling them what they should care about. Give the people something they want to talk about.

Supplement your buzz campaign with traditional advertisements. Although there is a lot of movement and transitions to the online world, traditional advertisements are not going to just go away. The trick is to supplement your campaign with traditional advertisements, for example with the use of custom polybag yard signs. Imagine a lawn by a voting center, its sign after sign with the same stuff: name, slogan and maybe a face. Create a yard sign that’s going to give the press something to write about.

Buzz campaigns can be tricky to do, but if done right, you will have a secret weapon in your hands that your opponents probably could not match. Remember, the trick is to grab the attention, engage with your audience and the perfect combination of old and new media.