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Usually ships in 1-2 business days | | Only 1 left in stock, order soon! | | | | | | As VP of marketing at online retailer Half.com, Mark Hughes didn’t have a huge budget for advertising. Yet he helped drive the number of Half.com users from zero to eight million in just three years. His secret? Making the company a magnet for media attention and word-of-mouth, by any means necessary. Most notoriously, he persuaded the town of Halfway, Oregon, to rename itself Half.com—called "one of the greatest publicity coups" in history by Time. In this breakthrough book, Hughes offers a practical guide to the art of successful buzz marketing—which many people talk about these days but few truly understand. He draws on real-world examples of companies that got people to talk about their stuff— from Miller Lite during the "Tastes Great—Less Filling" era, to American Idol’s stunning use of buzz to become a global phenomenon, to current companies that find creative ways to break through the ad-glutted marketplace. Buzzmarketing explores the six secrets of great word-of-mouth campaigns and shows how any company can thrive by pursuing a buzz-driven strategy rather than just hoping for a lucky break. Readers who have enjoyed books like The Tipping Point and Purple Cow will find Buzzmarketing to be the ideal guide to applying buzz to their real-world business needs. | | | |
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| | Product Details | | Author: | Mark Hughes | | Hardcover: | 256 pages | | Publisher: | Portfolio Hardcover | | Publication Date: | July 07, 2005 | | Language: | English | | ISBN: | 1591840929 | | Product Length: | 9.46 inches | | Product Width: | 6.36 inches | | Product Height: | 0.97 inches | | Product Weight: | 0.98 pounds | | Package Length: | 9.1 inches | | Package Width: | 6.2 inches | | Package Height: | 1.2 inches | | Package Weight: | 0.95 pounds | | Average Customer Rating: |  based on 43 reviews |
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| | Customer Reviews | Average Customer Review: ( 43 customer reviews )
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Most Helpful Customer Reviews
53 of 58 found the following review helpful:
 How to Get People Talking and Buying Jul 12, 2005
By Craig L. Howe
"The Pointed Pundit"
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.
19 of 21 found the following review helpful:
 Press Agentry in the 21st Century Sep 26, 2005
By Michael J Edelman
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.
26 of 30 found the following review helpful:
"I heard it on the grapevine..." Jul 12, 2005
By Grady Harp
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. Using success stories to support these approaches (companies using popular stars to capitalize on their product, businesses who build on simple quirky phrases to supplant expensive variably successful advertising campaigns) supplies enough evidence to pay close attention to 'buzzmarketing'.
Mark Hughes is not only successful because of his concept's amazing results, he is also a wonderfully fluid and witty writer. Reading this book is not a chore: reading this book is an experience that entertains while it informs. And wild and simple as the concept is, it works! Pleasure yourself and advance your career. Grab the gold ring before this little book is on the Best Seller list - as it is surely headed in that direction! Highly recommended. Grady Harp, July 05
11 of 13 found the following review helpful:
Excellent Book Jul 09, 2005
By Randy Given
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.
10 of 12 found the following review helpful:
Exceptional Marketing Guide for Small and Large Businesses! Jul 14, 2005
By Donald Mitchell
"Jesus Loves You!"
Everyone knows that good word-of-mouth advertising can make a product, and bad word-of-mouth comments can kill a product. Many books exhort you to create such good "buzz" and give you lots of examples.
Mark Hughes does that same thing, but he backs up his advice with a six-step process broken into detailed subcategories of how to implement that make creating "buzz" as simple to understand as baking a chocolate cake with a packaged mix.
The book is spare. Mr. Hughes doesn't waste a word. The examples are just enough to get the point across . . . and not belabor it.
Get this book now before you competitors do!
I was very impressed to see the many small company examples in here that someone can use to market on a tiny budget. The big company examples are revealing too, even if small companies may not be able to directly emulate them.
If you enjoyed Purple Cow, you will like this book more . . . and find it easier to apply.
I used this book to plan the marketing for my next book . . . and have been very pleased with the results.
See all 43 customer reviews on Amazon.com
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