Beyond Buzz : The Next Generation of Word-of-Mouth Marketing
Contents: Introduction. 1. Enough with the marketing blah blah blah -- let’s talk about something interesting. 2. Make meaning, not buzz. 3. Have fresh point of view (or several). 4. Listen up: seven ways to uncover talk-worthy ideas. 5. Nine themes that always get people talking. 6. Straight talk: talk like you talk, talk like you mean it, talk in these ten new ways. 7. Shift to a conversational marketing mind-set. 8. Building a talk culture. 9. Be more interesting -- conversations, passion, and an honest point of view. Appendix: checklists, templates, additional resources. Notes. Index.
In a consumer-driven world where social networking, MySpace, blogs and prodcasting rule, the old marketing model no longer works, it’s official: prepackaged, hackneyed talking points are dead, and word of mouth is king. But while much attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned how to craft the right kind of message-because without it, even the loudest buzz will soon die down. The bottom line is that marketing today involves engaging in conversation. Great marketing is no longer about cajoling, seducing or selling-it’s about meaningful communication. And while many companies believe spending a fortune on expensive campaigns and elaborate slogans will do the trick, what they really need is to learn to listen to their customers in new ways, create fresh ideas, and rethink their marketing communication strategies. Beyond Buzz will give you the tools and guidance to build the kind of understanding, trust, and excitement that keep customers talking about-and buying-what you’re selling.
Author and marketing executing Lois Kelly has helped multibillion-dollar companies like FedEx and Microsoft revolutionize their marketing and communications approaches to help customers more quickly understand their message, believe in their products, and, most importantly, buy. In Beyond Buzz, she offers hands-on, practical advice on how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with compelling examples of conversational marketing at work, Beyond Buzz will show you how to create an interesting conversational theme that will engage your customers and take your marketing to a remarkable new level.
Using case studies of organizations that have mastered the art of conversational marketing, like Sun Microsystems, Unilever’s Dove brand, and women and infants hospital, this book shows you how to:
Establish a unique point of view that will capture your customer’s imagination. Communicate more effectively by eliminating worthless buzzwords and phrases for good; creating dynamic headlines for presentations, blogs, and online communities; and developing better sound bites for your sales and PR departments. Tap into the nine fundamental themes-including celebrities, personal stories, and emerging, cutting-edge trends-that always get people talking. Develop great ideas for speeches, podcasts, and sales presentations. Use talk shorthand to help your staff under stands the company’s business perspective and philosophy. Follow the four steps to creating idea that lead to good customer relationships and greater revenue. Create online communities that enable you to find out what trends your customers are turned in to, what turns them off. Without the right message in place, word-of-mouth marketing can never live up to its promise. But with this innovative and practical book you’ll learn how to ignite anyone’s interest… and generate way more than mere buzz.
In a consumer-driven world where social networking, MySpace, blogs and prodcasting rule, the old marketing model no longer works, it’s official: prepackaged, hackneyed talking points are dead, and word of mouth is king. But while much attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned how to craft the right kind of message-because without it, even the loudest buzz will soon die down. The bottom line is that marketing today involves engaging in conversation. Great marketing is no longer about cajoling, seducing or selling-it’s about meaningful communication. And while many companies believe spending a fortune on expensive campaigns and elaborate slogans will do the trick, what they really need is to learn to listen to their customers in new ways, create fresh ideas, and rethink their marketing communication strategies. Beyond Buzz will give you the tools and guidance to build the kind of understanding, trust, and excitement that keep customers talking about-and buying-what you’re selling.
Author and marketing executing Lois Kelly has helped multibillion-dollar companies like FedEx and Microsoft revolutionize their marketing and communications approaches to help customers more quickly understand their message, believe in their products, and, most importantly, buy. In Beyond Buzz, she offers hands-on, practical advice on how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with compelling examples of conversational marketing at work, Beyond Buzz will show you how to create an interesting conversational theme that will engage your customers and take your marketing to a remarkable new level.
Using case studies of organizations that have mastered the art of conversational marketing, like Sun Microsystems, Unilever’s Dove brand, and women and infants hospital, this book shows you how to:
Establish a unique point of view that will capture your customer’s imagination. Communicate more effectively by eliminating worthless buzzwords and phrases for good; creating dynamic headlines for presentations, blogs, and online communities; and developing better sound bites for your sales and PR departments. Tap into the nine fundamental themes-including celebrities, personal stories, and emerging, cutting-edge trends-that always get people talking. Develop great ideas for speeches, podcasts, and sales presentations. Use talk shorthand to help your staff under stands the company’s business perspective and philosophy. Follow the four steps to creating idea that lead to good customer relationships and greater revenue. Create online communities that enable you to find out what trends your customers are turned in to, what turns them off. Without the right message in place, word-of-mouth marketing can never live up to its promise. But with this innovative and practical book you’ll learn how to ignite anyone’s interest… and generate way more than mere buzz.
