A groundbreaking guide to creating the word-of-mouth magic that cuts
through the skepticism and information overload of today’s consumers, and
drives sales-and profits-to new heights.
What turns a “sleeper” into a box-office bonanza or catapults a
just-released book to the top of bestseller lists? How do people decide which
car to buy, which fashions fit the image they seek, and even which movie to
see? Despite the daily assault of advertising and other traditional marketing
strategies, statistics show that consumers are overwhelmingly persuaded by word
of mouth-the recommendations of friends and the “buzz” that develops in the
marketplace. As Newsweek recently proclaimed, “Buzz greases the great conveyor
belt of culture and commerce, moving everything from movies to fashions of the
body and mind faster and faster.”
In The Anatomy of Buzz, former marketing VP Emanuel Rosen
pinpoints the products and services that benefit the most from buzz-a universe
that embraces everything from high-tech equipment to books, various consumer
and entertainment products to legal and other support services-and offers
specific strategies for creating and sustaining effective word-of-mouth
campaigns. Drawing from interviews with more than 150 executives, marketing
leaders, and researchers who have successfully built buzz for major brands,
Rosen describes the ins and outs of attracting the attention of influential
first users and "big-mouth" movers and shakers. He also discusses
proven techniques for stimulating customer-to-customer selling-including how
companies can spread the word to new territories by taking advantage of
customer hubs and networks on the Internet and elsewhere.
Recent surveys show that 58 percent of young people rely to some extent
on others when selecting a car, 53 percent of moviegoers follow the
recommendations of friends, and 65 percent of the people who bought a Palm
organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz,
business leaders have what they need to start the buzz and reignite excitement
about a product or service stalled in a holding pattern, or launch a new
product into the stratosphere.
Download and start listening now!