Speaker:
Emanuel Rosen
Topic:
The Anatomy of Buzz:
How to Create Word of Mouth Marketing
Stockton Women's Network was honored to present Emanuel Rosen, author of The Anatomy of Buzz: How to Create Word of Mouth Marketing on October 2, 2002, at its monthly networking luncheon meeting. Rosen's book made the New York Times extended bestseller list and hit The Wall Street Journal Business Bestseller booklist. Mr. Rosen shared concepts in his book with the audience.
What turns a “sleeper” into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the “buzz”that develops in the marketplace. As Newsweek recently proclaimed, “Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions
of the body and mind faster and faster.”
Drawing from interviews with more than 150 executives, marketing leaders, and researches who have successfully built buzz for major brands, Rosen describes the ins and out of attracting the attention of influential first-users and “big-mouth” movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling?including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere. With the Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern or launch a new product into the stratosphere.
The Anatomy of Buzz is a groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales - and profits - to new heights. Mr. Rosen will be signing books after the meeting.
Emanuel Rosen was Vice-President of Marketing for Niles Software, the maker of EndNote, for nine years before - like scores of other Silicon Valley success stories - selling his share in the company and retiring on the proceeds. He has spent the last two years researching and writing this book.
Emanuel Rosen and
The Anatomy of Buzz:
Raves About The Book!
"The greatest advertising medium of them all is the human voice. Emanuel Rosen's book is an exceptionally useful guide to using this often overlooked method of reaching
customers and prospects."
– Al Ries, Chariman, Ries & Ries
“The Anatomy of Buzz is a great book on how to use PR to build a brand..."
– Jack Trout, coauthor of
Positioning: The Battle for Your Mind
“Readable, intelligent, grounded, and, most important, useful. Check it out.”
– Paco Underhill, author of
Why We Buy: The Science of Shopping
“Packed with real-life examples, The Anatomy of Buzz is a must-read for anyone who wants to understand the word-of-mouth phenomenon.”
– Patricia Seybold, CEO,
author of Customers.com
“Clear, lucid...The last chapter by itself is worth the entire price of the book.”
– Seth Godin, author of Permission Marketing
“Not only is ‘Anatomy’ a fast read, its style and substance make it a great one, too.” – Candice McFarland, Upside Today
Raves About The Speaker!
“Emanuel Rosen explains what savvy marketers can do to create their own positive ‘buzz,’ and not leave as much to chance. His case studies are both fascinating and wonderfully amusing.”
– Marianne Flatley, Communications Director, DDB New York
“We found Emanuel Rosen to be a dynamic, high energy speaker who kept the audience involved and engaged in his presentation. His ideas are leading edge and his presentation is informative while at the same time
entertaining and engaging.
– Norman Wolfe, President, Southern California Chapter Product Development and Management Association
“Emanuel captivated our meetings, stimulated our audience, and left a lasting impression. We continually hear our clients quoting his book, and referencing it in our strategic planning sessions.”
– Fred Jacobs, President, Jacobs Media
“Rosen’s speeches don’t have filler or fluff. Instead he nourishes his audience with intelligent, practical, and fascinating insights into the creation of buzz. Marketers would be wise to listen up!”
– Deborah Branscum, Journalist
“Emanuel Rosen speaks with such verve and intensity the whole audience is captivated. Turns out Buzz is a lasting sensation.”
– Jane Coutts, Canadian Health Services Research Foundation