The Anatomy of Buzz/Rosen 226-239

227 Mystery gets people talking, and this applies to sellers as well as customers.

228 before you can create buzz through distribution channels, you need to get over the initial resistance and indifference.

Putting It Together

233 Then, when the product was ready, they sent these athletes a little box containing five bars and a follow-up survey. (POWERBARS) The hundreds of people who responded and ordered started telling their teammates and friends about the new product.

234 Distribution channels were key to spreading the word early.

Teaming up with another well-connected individual too the company to the next level.

As competitors emerged and the product category started to become mainstream, distribution has become even more important as it is for any consumer product.

238 “Send this page to a friend” Encouraging members to link to each other in another way to create buzz.

239 You need to do real-money marketing