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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.
Marian Salzman is a seasoned advertising
executive and one of the world's leading trendspotters.
Chief Strategy Officer at Euro RSCG Worldwide, she is also
the coauthor, with Ira Matathia and Ann O'Reilly, of the
international bestseller Next: Trends for the Near Future.
A trailblazer who was awarded the first online market-research
franchise on AOL, Salzman is widely considered to be the
inventor of online focus groups.
Ira Matathia is the best-selling coauthor
of Next.
He is also the Managing Director at Euro RSCG, MVBMS Partners,
and a former president of Chiat/Day in Canada and New York.
He is a well-known speaker on the international circuit.
Ann O'Reilly is a writer and editor who
has worked for agencies such as Chiat/Day and Young &
Rubicam. She currently serves as Editorial Director of S.T.A.R.
(Strategic Trendspotting and Research) at Euro RSCG, and
is also coauthor of Next.
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