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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Mark Hughes' book "Buzzmarketing: Get People to Talk About Your Stuff".
This complete summary of the ideas from Mark Hughes' book "Buzzmarketing" explains that there’s just so much background noise and clutter now that traditional advertising isn’t as effective as it once was. In 2004 alone, American companies spent over $235 billion on marketing – more than the entire GDP of Mexico. To add to the problem, technology now makes it easy for consumers to skip commercials and block intrusive ads. It isn’t feasible to market the traditional way anymore. This summary shows that you can generate better results using media attention and word-of-mouth endorsements. Buzzmarketing is all about capturing the attention of consumers and the media by making your brand or your company entertaining, fascinating or newsworthy.
Added-value of this summary:
• Save time
• Understand the key concepts
• Increase your knowledge
To learn more, read "Buzzmarketing" and discover the key principles that will get more people talking about your company and your products!
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Seitenzahl: 40
Veröffentlichungsjahr: 2013
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Book PresentationBuzzmarketing by Mark Hughes
Summary of Buzzmarketing (Mark Hughes)
Book PresentationBuzzmarketing by Mark Hughes
Book Abstract
MAIN IDEA
There’s just so much background noise and clutter now that traditional advertising isn’t as effective as it once was. In 2004 alone, American companies spent over $235 billion on marketing – more than the entire GDP of Mexico. To add to the problem, technology now makes it easy for consumers to zap commercials and block intrusive ads. It isn’t feasible to market the traditional way anymore.
Instead, you can generate better results using media attention and word-of-mouth endorsements. Buzzmarketing is all about capturing the attention of consumers and the media by making your brand or your company entertaining, fascinating or newsworthy. If you can get people talking about your company and your products amongst themselves, you’ll also get far more bang for your advertising dollars – typically about three- to five-times more.
In short, buzzmarketing is all about starting conversations between customers. It differs from traditional marketing in this way:
About the Author
MARK HUGHES is the founder and CEO of his own marketing consulting firm, Buzzmarketing, Inc. He is also the host of a syndicated radio show, The Buzz Factor. He was formerly vice president of marketing for Half.com and a marketing executive at PepsiCo, Pep Boys (where he managed a $42 million annual marketing budget) and American Mobile Satellite. Mr. Hughes is a graduate of Columbia Business School and currently serves on the board of advisors for several large corporations in addition to being a guest lecturer at NYU and the University of Pennsylvania.
The Web site for this book is at www.buzzmarketing.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Buzzmarketing (Mark Hughes)
Secret #1: Push the six buttons of buzz.
People will only talk about your brand or your company if the story you tell pushes one of six buttons:
Taboo subjects – like sex, bathroom humor.The unusual.The outrageous.The hilarious.The remarkable.The secret – both kept and revealed.When you create buzz, you get people talking about your product or service. This face-to-face interaction is great because of the credibility it delivers. The key to making this work is to give people a great story to tell their friends and associates. The juicier the story is, the better.
Time and again, the best rumors and stories have revolved around six themes. If you want to start conversations, build your message around one of these themes, which are:
A taboo subject – like sex, lies or bathroom humor. These are the subjects people aren’t supposed to bring up in polite conversation. Herbal Essences did this well by turning a woman shampooing her hair in the shower into a highly sensual experience, and everyone took note.Something highly unusual – like the creators of OverweightDate.com did when they set up an online dating service for overweight Americans. When people get a flier explaining this service, their first reaction is to laugh a bit and then they start talking with their friends. This is exactly what you want to happen.An outrageous idea – like renaming a town or something equally memorable. To make this work, however, there must be some sort of connection between your product and the outrageousness.Something genuinely funny and hilarious – like having comedians dress up as potato sticks and go out on the streets talking to people and giving away free samples. When passerbys saw these real live potato sticks wandering around, they can’t help but laugh and come over to see what’s going on. And then, they go away and tell their friends about what they saw.A remarkable sight – something you wouldn’t see everyday. Pep Boys used a TV commercial with a huge moose to promote a brand of brake products, and then had every employee in their retail shops wearing a button with a picture of a moose on them. Sales of the brake products went through the roof.Something secret – along the lines of “I’m not supposed to tell you this, but...”Everyone loves secrets, and everyone loves talking about something they know is not public knowledge. Google used this to great effect when they were developing their Gmail service. They were so secretive about it that at one stage, people were paying $200 on eBay for a Gmail account which anyone can get in a number of places for free.When brand push any of these six buttons, they seed customer conversations. This drives word-of-mouth marketing which always works well because of the credibility which is involved. That creates buzz.
1. BuzzMarketing Case Study
Half.com
