The author of the book, Mark Hughes, is the host of Buzz Factor, a radio talk show, and the CEO of Buzzmarketing, a consulting firm. He has also been an executive in Half.com and Pepsi.
The book is divided into sixteen chapters with an introduction and an afterword. Inside it are anecdotes and accounts of how some big brands and not-yet big brands have used buzz marketing, making readers feel like gossip-mongers peeping into the practices of big companies. This approach and the writer’s easy-going style turn this business book into a fun-to-read but very informative and serious work.
When I started reading the first few pages I knew, as a reader, this was a book I shouldn’t miss, since the premise of the book and its entertainment value defied convention. The book was letting its readers peak into those other avenues of marketing that worked better and possibly faster. The aim of this book is to teach its readers buzz marketing so they can “grow faster, expand further, and do it for one-tenth of what it costs by more traditional means.”
Buzz marketing needs people to use their gray matter and steer away from conventional, pushy business tactics. Traditional advertising spends more, gains less. Buzz marketing spends much less, yet gains more cash and people’s trust, because buzz marketing is creative in seeking and employing opportunities.
I just attended a meeting with JTI where we discussed exactly about the fact that the limitations in the tabbaco industry can be a problem or a challenge, a stimulation of creativity. It depends how you see it. I think it can be a market where this book should exist on every marketing manager`s desk
And probably we can talk also about other industries where the unconventional is needed. At last, every industry.
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