Buzzmarketing: Get People to Talk about Your Stuff
?There?s fake corporate marketing and then there?s real marketing. This is the real stuff for real people.?\ ?Ben Cohen, co-founder of Ben & Jerry?s Ice Cream\ These days consumers are paying less and less attention to advertising. A majority already zap commercials, and new technology keeps making it easier to tune out marketing messages.\ Mark Hughes has written a breakthrough guide to the art of successful buzzmarketing?which many people talk about but few truly understand. He draws on...
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As VP of marketing at online retailer Half.com, Mark Hughes didn’t have a huge budget for advertising. Yet he helped drive the number of Half.com users from zero to eight million in just three years. His secret? Making the company a magnet for media attention and word-of-mouth, by any means necessary. Most notoriously, he persuaded the town of Halfway, Oregon, to rename itself Half.com—called “one of the greatest publicity coups” in history by Time. In this breakthrough book, Hughes offers a practical guide to the art of successful buzz marketing—which many people talk about these days but few truly understand. He draws on real-world examples of companies that got people to talk about their stuff— from Miller Lite during the “Tastes Great—Less Filling” era, to American Idol’s stunning use of buzz to become a global phenomenon, to current companies that find creative ways to break through the ad-glutted marketplace. Buzzmarketing explores the six secrets of great word-of-mouth campaigns and shows how any company can thrive by pursuing a buzz-driven strategy rather than just hoping for a lucky break. Readers who have enjoyed books like The Tipping Point and Purple Cow will find Buzzmarketing to be the ideal guide to applying buzz to their real-world business needs. Brian Swette Buzzmarketing works. It's not just a nice-to-have, it's a must-have! (Brian Swette, former chief marketing officer, PepsiCo)
1Evading the stampede12Renaming a town93The first secret - push the six buttons of buzz244Miller Lite : a brand before its time405Starting up from scratch - green for Greenfield506American idol627The second secret - capture media788Apple Mac attack : what few know979ClearPlay : courts, controversy, and clamor10710The third secret - advertise for attention12011Building Britney buzz14212The fourth secret - climb buzz everest15513War of the colas : a story behind the story16514The fifth secret - discover creativity17415Mustang bang19316The sixth secret - police your product206
