Add BusinessWeek news to your Web site with our headline feed. OConnor styles the buzz war against the smallcar leader, Honda Motor Co.s Civic. Sure, generating great buzz for their products has been the holy grail in marketing circles since With enthusiasts like Regner as an unpaid sales force, Ford was able to the Focus off to brisk start, selling 286,166 units in its first full year, 2000and outselling the Civic in some recent months. recruited just handful of trendsetters in few markets and gave them each Focus to drive for six months.
As with other such viral efforts, we created little community You either knew about it or not, says Lubars. Penney JCP and Sears Roebuck its biggest outlets. Consider Lucky Strike, an allbutdead brand thats hemmed in by evertightening restrictions on cigarette advertising, merchandising, sampling, and promotions. carmarketing communications manager and is plotting other buzz forays since moving to marketing job at DaimlerChrysler DCX. Is it merely lightning striking? To some extent, yes Each item was the right, unique property at the right time. It turned out to be loaner to Jill Tracey, one of Regners favorite deejays. We werent looking for celebrities.
Anita Diamants The Red Tent, novel of female empowerment in Biblical setting, languished for two years until Diamant had the inspiration of blanketmailing free copies to hundreds of female Reform rabbis. It can turn into horrible publicrelations nightmare if it turns out youre deceiving people, says Christopher Ireland, CEO of Cheskin Research, which explores youth culture for clients such as PepsiCo Inc. Sure, generating great buzz for their products has been the holy grail in marketing circles since Consider Lucky Strike, an allbutdead brand thats hemmed in by evertightening restrictions on cigarette advertising, merchandising, sampling, and promotions.
Learn more, go to the BusinessWeekOnline home page. Buzz campaigns are meticulously planned and the results carefully measured. Compliment them on their Vespa scooters glinting in the brilliant curbside sunlight, and theyll happily pull out pad and scribble down an address and phone numbernot theirs, but that of the local boutique where you can buy your own Vespa, just as theyll confide the rap artist Sisq and the movie queen Sandra Bullock recently did.