The Anatomy of Buzz/Rosen 165-168

166 The Four Rules of a Successful Seeding Campaign.
1) Look Beyond the Usual Suspects.
2) Put the Product In Their Hands—people need the experience of the whole product to get involved…there is a big difference between making a product available for free on the Web and actually going out to hand that product to individual people.
3) Reduce the Price Barrier
4) Listen for Silence.

167 Seeding is more that just a technique; it’s a state of mind.

In the music world, seeding is done through tours.

You go from network to network and hook the first few people, who then proceed to spread the word.

You go after both—mega-media and grassroots networks.

168 Sneak preview then generates even more buzz for future products.