Features
- Cover Type: Hard Cover with 240 pages
- Published by: AMACOM March 26, 2007
- Written in: English
- ISBN 10 Number: 0814473830
- ISBN 13 Number: 978-0814473832
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Book Dimensions:
9.1 x 6.2 x 1.2 inches
- Weighs: 1 pounds
Product Review
"..a prodigious and worthy successor to [The Cluetrain Manifesto] by looking at the ways humans communicate with each other."
The Miami Herald, Sept. 10, 2007
"“Lois Kelly has delivered a prodigious and worthy successor to that book [The Cluetrain Manifesto] by looking at the ways humans communicate with each other and how conversational aspects, hooks and themes can be used for marketing. She brings the proverbial cluetrain into the station and unpacks some of the freight.” The Miami Herald, Sept. 10, 2007
Book Description
Selected as one of Library Journal's Best Business Books for 2007
Tied for the Gold Medal in the first annual Axiom Business Awards, sponsored by Inc. Magazine.
It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.
Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.
Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interestand generate much more than buzz.
Reader ReviewsConversational marketing is really a simple concept and one that's been around since people started conversing. However, marketing, PR and advertising departments, especially in larger businesses, don't think conversationally. That's a problem, because customers want conversation, not the "party line." Lois Kelly offers a spot on solution-- "Marketing has traditionally been more like a manufacturing operation, producing advertisements, Web sites, brochures, campaigns, and press releases. Reframed as a service, however, marketing gains even more value through the processes of listening advising, explaining, and teaching." (p. 155) Companies need to reshape their entire approach to communication to have any hope of influencing today's customers. That entails changing mindsets, job responsibilities, interdepartmental relationships and customer interaction--tough stuff. The great value of "Beyond Buzz" is that it explains how large organizations can reorganize and reorient themselves to be conversational. Kelly has a lot of first-hand experience working with firms that successfully made the change, and with some that didn't. Her ideas and transformative techniques are not merely theories, they are tried and true. Worthwhile reading for business owners, leaders, and top level marketing, PR, advertising and sales execs.
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