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Buzzmarketing: Get People to Talk About Your Stuff Paperback – Bargain Price, April 29, 2008
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Steve Forbes, editor in chief, Forbes
Buzzmarketing works. Its not just a nice-to-have, its a must-have!
Brian Swette, former chief marketing officer, PepsiCo
If you want to know why some brands get noticed and others dont, this is the book to buy.
More About the Author
eBay bought Half.com six months later for $300 million.
Time magazine called it "one of the greatest publicity coups" in history.
Hughes' marketing career spans PepsiCo's Pizza Hut, Pep Boys, AMSC (later XM Satellite Radio), and eBay.
He is the son of a Pulitzer prize-winning journalist.
Top Customer Reviews
The author, Mark Hughes, was a vice president of marketing at online retailer Half.com. Using a small advertising budget he drove his company's number of users from zero to 8 million in three years. His secret: he transformed the company into a magnet to media attention. He accomplished this coup by persuading the town of Halfway, Ore. to rename itself [...]
According to the author there are six buttons to creating great word-of-mouth campaigns:
1. The taboo - sex, lies, and bathroom humor.
2. The unusual.
3. The outrageous.
4. The hilarious
5. The remarkable.
6. The secret - both the revealed and unrevealed.
Understanding that, the author says, there are six steps to creating a campaign:
1. Push the right button.
2. Capture the media.
3. Advertise for attention.
4. Climb the mountain.
5. Discover creativity.
6. Police your product.
If your company has millions of dollars to spend on advertising, this book will be of little use. However, if money is tight and everything to lose, time spent studying this well-written book could place you and your product in the forefront of your target buyer's mind.
What Hughes has done in "Buzzmarketing" is to collect a number of stories about how various marketers, including himelf, have used ways other than direct advertising to get people talking about their products. It's not a manual of how to create a buzz, but rather just a selection of interesting stories about how other did it. Creative types will no doubt find inspiration here, but those looking for a how-to guide will be disappointed. An interesting read for anyone curious about marketing.
First, it seems too obvious to follow Mark's concept. All of us know that we are far more apt to listen to the enthusiastic excitement about a product form a friend, a watercooler discussion, or over hearing a conversation in places such as an elevator, bus stop, or those wide awake moments in obligatory meetings. The media blitz numbs our brains UNLESS there is something catchy, memorable, and quotable that sticks to our brains like magnets. These are the buzzwords Mark addresses - and does very much more.
In 'six secrets' of creating the magical buzzwords are given early on in this book and the six buttons of buzz to start a conversation are 1) the taboo (sex, lies, bathroom humor), 2) the unusual, 3) the outrageous, 4) the hilarious, 5) the remarkable, and 6) secrets (both kept and revealed). We are shown that pushing any one of these buzz buttons will immediately start a conversation that will ultimately get people to repeat it...and the cycle begins.
Building on this momentum the book offers the 'secrets' of making buzzwords, slogans, seducing the media, and using the loaded information to market a product.Read more ›
As the author points out in the introduction, the goal is to out-think instead of out-spend. Unfortunately, that has become just another buzzword for most companies. Kinda like "world class" has become -- nearly meaningless. Not so with this book. It really has some thought provoking approaches.
Many of us know little facts that the book points out, like the fact that word of mouth is ten time more effective than TV or print advertising. I don't want to give too much away (read the book!), but it is not buzzmarketing if people don't want to talk about it.
There were so many points that I agreed with the author. I kept nodding my head and wishing other marketers would have a clue. Like the author says "most people simply don't pay attention to advertising". How true.
I rarely mark in my books, at least since college, but this one got many notations in the side columns. One of the little secrets (well, it seems to be a secret) is that companies that treat their employees well often get much better buzzmarketing from their employees and their products sell better.
The book is easy to read and presents new information effortlessly. It passed a couple of my quick tests. One is whether I could finish it in a cross-country flight (yes). Another is whether I would WANT to finish it (yes). Another is whether I would recommend it to my friends (yes).
Even if you are not marketing your own wares or those of your company, this book will help you appreciate what really gets things going ... buzzmarketing.
Most Recent Customer Reviews
When it comes to making a major win-win impact with your product or service, NOTHING can do for you what creating major BUZZ can! Read morePublished 17 months ago by Jason Oman
No emotion, just logic, Spock says that this book is vital if you are gathering a pool of knowledge from which to draw as you brainstorm ways to make your project spread far and... Read morePublished 18 months ago by Spock
Despite a long history in marketing I took away several things from this book and enjoyed it so much I bought a copy for all my marketing managers. Read morePublished on December 22, 2013 by Rebecca Jones
This item was really a gift. The recipient informed me that he got valuable information from it.
I gave it 4 stars because I didn't have direct indulgence.
A great book for every one that desires to divert traffic into his or her business. The book has a simple and straight forward approach to bringing in prospective clients or... Read morePublished on December 1, 2011 by marcus benson
In the book, Buzzmarketing, the author discusses the best ways to get people to talk about what it is you are selling. Mr. Read more
I am not sure what I was looking for when I bought this book, but the stories were wonderful and I enjoyed the book. The advice is very good, the stories are even better.Published on February 15, 2010 by STARFIREMIST