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The Anatomy of Buzz: How to Create Word of Mouth Marketing Marketing to the baby boomer generation is not easy. Mature audiences receive messages differently, and boomers receive them differently than other mature consumers. Boomers have rejected the often inflexible, overly-predictable behaviors of their parents' generation. Enthusiastic in embracing what meets with their approval, they are particularly attractive to marketers who know that high-quality products will inspire valuable customer loyalty in this market segment. But how can companies build such strong relationships with customers? In Anatomy of Buzz: How to Create Word of Mouth Marketing, Emanuel Rosen gives us the answer. Word-of-mouth marketing is the most powerful and persuasive trick up a marketer's sleeve, and it costs nothing. Based on his experience as a marketing executive, Rosen paints a picture of the way the most successful buzzes are developed. Even if you've never given it much thought, you know the kinds of companies and products that have that semi-tangible quality of "buzz": the iMac; Google; JetBlue; The Blair Witch Project, to name a few. Once a buzz gets going, marketers have very little left to do to keep sales turning over. Information and positive commentary seem to jump from person to person. Through the advice of friends, colleagues, or trusted "mega-hubs" of information such as Oprah Winfrey and Rosie O'Donnell, consumers make their choices. Rosen has studied these processes for the past several years and the results of this work are presented here, in an instructive and entertaining way. Businesspeople will likely get their own ideas, and certainly a measure of inspiration, just from digesting the mini-sagas of buzz-building behind such marketing legends as PowerBars and the BMW Z3 Roadster. Rosen's book is ideal for independent, pro-active thinkers who aren't content to rely on safe and dull methods of getting their message across. It is not a how-to book, so readers will have to do their own critical thinking to build buzzes around their own company or product. The most lucrative marketing opportunity of this new century should not be squandered because of avoidable failures. A huge marketing budget isn't required to dominate your market, because word-of-mouth can do the job for free. There's a rumor out there that says one satisfied customer will tell one more person about their experience, while dissatisfaction will find its way into an anecdote delivered to three, four, five or more friends. Whatever the accuracy of this estimate, Rosen convinces the reader that companies must really impress customers to fuel buzz – and makes them want to go out and do just that. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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