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.