Bottom Line: Luke warm. There are a few case studies and a few principles of creating Buzz but not the magic secret. I think that happens through 1/2 hard-work, 1/2 luck & 1/2 randomness. Yea, 150%. Skimming this book in a library/book-store may do you good. All the key take-aways are below…
I got BuzzMarketing by Mark Hughes on recommendation from Ramit who said it was a must read. The most interesting part of the book was how the author (former VP Marketing Half.com) got the town of Half Way, Oregon to change their name to half.com.
- You never know unless you ask. He asked the city if they would change without even being able to show them half.com. Eventually the name purchase put them on Good Morning America, USA Today and more…
- Find your spreaders. One chiropractor built his practice with nonpaying patients. They had to pay with talking about his business to others.
- Britney! They created a movie to market her third album. Use this marketing tool to reinvent her as a sexier Britney. The 2 key elements of Britney were understanding the precepts of attention and delivering a great product.
- Be aggressive! If any NBA player ended the game with 0 fouls the coach would say they are not playing aggressive enough. Take risks and expect some failure.
- Know when to Stop! Coke put more fire in the Pepsi challenge and should have let it go instead of commercial and trying to prove it false.
- Tidal Wave. Ford bought all the advertising time on TV for the launch of the Mustang. They also gave the cars to Radio DJs who in turned talked about the car on the radio. One even complained about not getting one so much Ford gave him one.
- Questions. Only ask 2 questions on every survey. How did you first hear about us? Would you go out of your way to recommend our product to a friend?
What has been the best buzz campaign ever? One random commenter gets a Buzz Marketing book mailed from me 😉
Also check out my post Learning Viral: What my Brita taught me about Commitment