The Anatomy of Buzz/Rosen 223-226

224 Scarcity stimulates interest, which in turn stimulates buzz.
Use Public Areas in Shopping Malls.

225 Think of places where customers go to shop.

226 Authenticity and spontaneity are crucial to create a word-of-mouth experience.

Talk to the People Who Talk to Customers.

226 I cannot emphasize this enough. You need to get right to the people who are in direct contact with customers to make sure the excitement doesn’t get stuck somewhere in the distribution pipes (buzz doesn’t store well in warehouses)

At the American Booksellers Association meeting, she would pose for photographs with hundreds of booksellers who stopped by her publisher’s booth. Each one of these pictures was then sent to the bookseller’s hometown newspaper, and it’s not hare to imagine that many of these newspaper clips were shown to friends or displayed at the store.

Use a Little Mystery