[경영관리] 버즈 현상(buzz)

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The 5 Myths of Buzz
v The Myth.
1. Only Outrageous of edgy products are buzz-worthy.
2. Buzz just happens.
3. The best buzz-starters are your best customers.
4. To profit from buzz, you must act first and fast.
5. The media and advertising are needed to create buzz.

v The Real.
1. The most unlikely products, like prescription drug, can generate tremendous buzz.
2. Buzz is increasingly the result of shrewd marketing tactics in which companies seed a vanguard group, ration supplies, use celebrities to generate buzz, leverage the power of lists, and initiate grassroots marketing.
3. Often, a counterculture has a greater ability to start buzz.
4. Copycat companies can reap substantial profits if they know when to jump in-and when not to.
5. When used either too much, the media and advertising can squelch buzz before it ignites.

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