The Anatomy of Buzz/Rosen 214-223

Buzz in Distribution Channels

Can Brick and Mortar Channels Spread Buzz?

220 First, the channel’s ability to spread buzz differs from one industry to another.

Can On-line Channels Spread Buzz?

221 Look at what customers who are interested in the same topic you are have bought—Amazon.com

222 More and more on-line retailers are starting to realize that customers often want and need to interact with a live person in the way they did at the corner store.

What to Do with the Cannel?

Seed the Channel- A key strategy for creating buzz through the channel is to seed resellers who are trusted in their networks.

Use the Channel as a Springboard