"synopsis" may belong to another edition of this title.
Euro RSCG’s Marian Salzman, Ira Matathia, and Ann O’Reilly don’t just talk theory; they show you how buzz marketing works. They walk you step by step through the process of identifying Alphas and Bees, influential individuals who can best ensure that your message is spread to your target audience. They also present proven techniques for creating the illusion of spontaneity, taking advantage of existing social networks to carry your message just where you want it to go, and managing dialogue in a way that puts consumers to work for you.
Presenting case studies from successful buzz marketing campaigns for Kate Spade, Bulgari, Ford, Nokia, and Apple, this make-it-happen guide gives you the inside story on how person-to-person influence really works. You’ll also find out how effective shock ads really are, how to manipulate a brand’s momentum, and which products and services are most likely to benefit from a buzz campaign.
You’ll discover the different kinds of buzz, including viral marketing via the Internet, seeding, and roach bait, and learn how to determine which type will work best for a given brand or campaign. And, throughout the book, you’ll find "Build the Buzz" tips that suggest innovative techniques for going beyond simple buzz to generate continued brand loyalty.
There’s plenty of buzz about buzz, but until now there has been precious little useful information. From now on you’ll be in the know. So read Buzz and find out what all the buzz is about.
"Buzz is ‘step-ahead marketing’ at its very best. No other book comes close to combining such fresh insights with compelling case studies on this crucially important marketing topic. It’s pure dynamite."
–Kevin Lane Keller
E. B. Osborn Professor of Marketing,
Tuck School of Business at Dartmouth
"As the authors so enthusiastically show, every marketer wishing to create a hot product today must first create a powerful wave of buzz. And as they do so authoritatively demonstrate, that buzz must be authentic–cultivated from the ground up via real experiences."
–B. Joseph Pine and James H. Gilmore
coauthors, The experience economy
"When Marian Salzman enters a room, she sucks out all the ennui, stagnation, and negative thinking–instantly replacing it with excitement, joy, and just plain buzz. If Marian’s spreading it, you need to catch it!"
–Seth Godin
Author, Purple Cow
"Here’s the buzz about this book: It’s smart, it’s timely, and it’s on target. If you want to apply the power of one of the oldest forms of marketing to some of the newest challenges in business, Buzz will show you how it’s done. Spread the word: This is a honey of a book!"
–Alan M. Webber
Founding Editor, Fast Company magazine
"All marketing practitioners are increasingly aware of the need to go well beyond the obvious in terms of communicating and building brands. This book caters admirably to that need, both in terms of the superb sweep of existing knowledge it puts together, as well as the insightful examples that the authors have pulled in from their own experience. As we make the transition to the 21st century, this is a must-read for all serious marketers."
–Anish Gupta
Director, Strategic Support Services, Reckitt Benckiser
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