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Synopsis: How to master the power of buzz
Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.
From the Inside Flap: It’s the most effective, least expensive way to put your brand name on the tip of everyone’s tongue and turn potential customers into paying customers. But buzz doesn’t just happen; you have to make it happen. How do you start buzz? How do you grow it? How do you make it work in a big way? In Buzz, three of the world’s most successful buzz brokers reveal the highly successful formulas they have used to set tongues wagging on behalf of such major brands as America Online, Esprit, and Nintendo.
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.
Title: Buzz: Harness the Power of Influence and ...
Publication Date: 2003
Book Condition: Good
Book Description John Wiley & Sons 28/04/2003, 2003. Condition: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Seller Inventory # 6545-9780471273455
Book Description -. Hardcover. Condition: Very Good. Buzz: Harness the Principles of Influence and Create Demand (Brandweek) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780471273455
Book Description John Wiley and Sons, 2003. Hardcover. Condition: Used; Good. **SHIPPED FROM UK** We believe you will be completely satisfied with our quick and reliable service. All orders are dispatched as swiftly as possible! Buy with confidence!. Seller Inventory # 3726701
Book Description John Wiley and Sons, 2003. Hardcover. Condition: Used; Good. **Simply Brit** Shipped with Premium postal service within 24 hours from the UK with impressive delivery time. We have dispatched from our book depository; items of good condition to over ten million satisfied customers worldwide. We are committed to providing you with reliable and efficient service at all times. Seller Inventory # 1424832
Book Description Paperback. Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR001702598
Book Description Wiley & Sons, Incorporated, John. Hardcover. Condition: Very Good. A copy that has been read, but remains in excellent condition. Pages are intact and are not marred by notes or highlighting, but may contain a neat previous owner name. The spine remains undamaged. At ThriftBooks, our motto is: Read More, Spend Less. Seller Inventory # G0471273457I4N00
Book Description Wiley. Hardcover. Condition: GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, that‚ ll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included. Seller Inventory # 3100506143
Book Description Wiley. Hardcover. Condition: VeryGood. Creased cover, A copy that may have been read, very minimal wear and tear. May have a remainder mark. Seller Inventory # HORS-8000-2029
Book Description Wiley, 2003. Hardcover. Condition: Very Good. Well kept copy with jacket, solid binding, unmarked text, mild jacket wear, good interior. We take great pride in accurately describing the condition of our books, ship within 48 hours and offer a 100% money back guarantee. We take great pride in accurately describing the condition of our books and media, ship within 48 hours, and offer a 100% money back guarantee. Seller Inventory # 1M5FFL000694
Book Description Wiley, 2003. Hardcover. Condition: Used: Good. Seller Inventory # SONG0471273457