Buzzmarketing: Get People to Talk About Your Stuff and over one million other books are available for Amazon Kindle. Learn more
Buy New
$6.00
  • List Price: $15.00
  • Save: $9.00 (60%)
FREE Shipping on orders over $35.
In stock on April 23, 2014.
Order it now.
Ships from and sold by Amazon.com.
Gift-wrap available.
Add to Cart
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more

Buzzmarketing: Get People to Talk About Your Stuff Paperback – Bargain Price, April 29, 2008


See all 5 formats and editions Hide other formats and editions
Amazon Price New from Used from Collectible from
Kindle
"Please retry"
Paperback, Bargain Price, April 29, 2008
$6.00
$5.98 $0.17

This is a bargain book and quantities are limited. Bargain books are new but could include a small mark from the publisher and an Amazon.com price sticker identifying them as such. Details


Special Offers and Product Promotions


Frequently Bought Together

Buzzmarketing: Get People to Talk About Your Stuff + Word of Mouth Marketing: How Smart Companies Get People Talking
Price for both: $18.64

One of these items ships sooner than the other.

Buy the selected items together

NO_CONTENT_IN_FEATURE

Big Spring Books
Editors' Picks in Spring Releases
Ready for some fresh reads? Browse our picks for Big Spring Books to please all kinds of readers.

Product Details

  • Paperback: 256 pages
  • Publisher: Portfolio Trade (April 29, 2008)
  • Language: English
  • ISBN-10: 1591842131
  • ISBN-13: 978-1591842132
  • ASIN: B001H31NIM
  • Product Dimensions: 8.3 x 5.5 x 0.7 inches
  • Shipping Weight: 4.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (45 customer reviews)
  • Amazon Best Sellers Rank: #1,463,154 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Remember Half.com? Back in the days of the dotcom boom, the discount retail Web site drew headlines when it persuaded the town of Halfway, Ore., to change its name to Half.com for a year. The stunt helped the company gain millions of customers and position itself to be bought out by eBay for a handsome premium. Hughes, the brain behind Half.com's marketing ploy, extols the virtues of "buzz marketing," his name for the idea that companies can dramatically boost sales by attracting publicity and fueling widespread word-of-mouth. In this book, Hughes lays out the "principles" of buzz marketing, offering a list of dos and don'ts, plus numerous examples of businesses that outshined competitors by creating buzz. Anyone familiar with Malcolm Gladwell's The Tipping Point will grasp the logic underlying some of Hughes's ideas. He advocates getting the attention of people who can spread the gospel about your product. This approach, he says, is not only more effective than traditional advertising, but far cheaper. Hughes's tales of companies that successfully harnessed buzz are the strongest part of the book, covering businesses as diverse as Pepsi, Ben and Jerry's and Rit Dye, which revived itself by sparking the tie-dye craze in the 1960s. How valuable readers find some of his other case studies will depend on whether they agree that Britney Spears and American Idol represent "great products" marketed shrewdly. Hughes, who worked for PepsiCo and Pep Boys before joining Half.com, now runs a consulting firm that teaches companies about buzz marketing, which no doubt explains why his writing sometimes seems as subtle as a PowerPoint presentation and as gung-ho as an infomercial. Still, Hughes's ideas are provocative and should interest business professionals frustrated with same-again advertising campaigns.
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.

Review

“A business book that’s both entertaining and useful for big brands and start-ups alike.”
—Steve Forbes, editor in chief, Forbes

“Buzzmarketing works. It’s not just a nice-to-have, it’s a must-have!”
—Brian Swette, former chief marketing officer, PepsiCo

“If you want to know why some brands get noticed and others don’t, this is the book to buy.”
—Bob Franquiz

More About the Author

Hughes is the marketing guru capturing the $300 million attention of eBay by literally putting Half.com on the map...convincing Halfway, Oregon (pop. 350)to rename itself to Half.com, Oregon.

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.

Customer Reviews

4.6 out of 5 stars
5 star
33
4 star
7
3 star
2
2 star
3
1 star
0
See all 45 customer reviews
This is the type of book you'll want to keep on your reference shelf and read over and over again.
JEFF RIVERA
A must read, I recommend this to anyone interested in brand development, advertising, public relations, or marketing.
Michael Pizzo
Mark Hughes offers a number of interesting insights on building buzz for yourself, your product, or brand.
Amazon Customer

Most Helpful Customer Reviews

53 of 58 people found the following review helpful By Craig L. Howe on July 12, 2005
Format: Hardcover
This book offers a practical guide to the art of creating buzz.

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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
19 of 21 people found the following review helpful By Michael J. Edelman TOP 100 REVIEWERVINE VOICE on September 26, 2005
Format: Hardcover
What Mark Hughes calls "Buzz Marketing"- getting people to talk about your product- has been with us since people slipped the Town Crier a few extra quid to mention their nostrums in his mightly rounds. Call it flacking, press agentry or what have you, it's the art of getting people to do your advertising for you by creating a story that keeps your product in the public eye.

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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
26 of 30 people found the following review helpful By Grady Harp HALL OF FAMETOP 50 REVIEWERVINE VOICE on July 12, 2005
Format: Hardcover
Once in a while up pops a quick fix book that is sane, smartly written, witty, entertaining and ultimately useful. Mark Hughes has produced just that book in his terrific little book BUZZMARKETING : Get People to Talk About Your Stuff. How he came up with this idea, implemented it, and is impacting business from little Mom and Pop stores to major corporations is the gist of the book.

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 ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
11 of 13 people found the following review helpful By Randy Given on July 8, 2005
Format: Hardcover
This is an excellent book. If you want your marketing to truly grow, check it out. No matter what size your business is or how varied your market.

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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Product Images from Customers

Most Recent Customer Reviews

Search
ARRAY(0xa8fdd7a4)