Buzz: Harness the Power of Influence and Create Demand

It’s the most effective, least expensive way to put your brandname on the tip of everyone’s tongue and turn potentialcustomers into paying customers. But buzz doesn’t just happen;you have to make it happen. How do you start buzz? How do you growit? How do you make it work in a big way? In Buzz, three of theworld’s most successful buzz brokers reveal the highlysuccessful formulas they have used to set tongues wagging on behalfof such major brands as America Online, Esprit, and Nintendo. Euro RSCG’s Marian Salzman, Ira Matathia, and AnnO’Reilly don’t just talk theory; they show you how buzzmarketing works. They walk you step by step through the process ofidentifying Alphas and Bees, influential individuals who can bestensure that your message is spread to your target audience. Theyalso present proven techniques for creating the illusion ofspontaneity, taking advantage of existing social networks to carryyour message just where you want it to go, and managing dialogue ina way that puts consumers to work for you. Presenting case studies from successful buzz marketing campaignsfor Kate Spade, Bulgari, Ford, Nokia, and Apple, thismake-it-happen guide gives you the inside story on howperson-to-person influence really works. You’ll also find outhow effective shock ads really are, how to manipulate abrand’s momentum, and which products and services are mostlikely to benefit from a buzz campaign. You’ll discover the different kinds of buzz, includingviral marketing via the Internet, seeding, and roach bait, andlearn how to determine which type will work best for a given brandor campaign. And, throughout the book, you’ll find "Build theBuzz" tips that suggest innovative techniques for going beyondsimple buzz to generate continued brand loyalty.