Resources
Articles & Papers On Buzz
Marketers Forego Advertising for Buzz
By: Patrick Galvin
Published in the East Bay Business Times, October 8, 2004
There are numerous paths to promoting your products or services. Many
entrepreneurs believe that advertising is the best way; however, it can
be the most expensive and least effective method.
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Stand Apart, Stand Above
By: Patrick Galvin
Just as the United States has enjoyed success through differentiation,
your business will prosper when you distinguish yourself from the
competition. In fact, it is the foundation upon which buzz is built.
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Find Your Silent Majority
By: Ellen Galvin
When Lucky Strike cigarette owner George Hill wanted to attract female
smokers in the early 1930s, consumer research indicated that women did
not like Lucky Strike’s green package with the red
bull’s-eye because it was too masculine and did not coordinate
with their favorite clothing. But, Hill refused to change his
packaging. He felt that his core group of male smokers would be
confused by a change.
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The Power of Customer Referrals
By: Patrick Galvin
When I co-owned office furniture retail stores, I spent a lot of time
thinking of creative ways to advertise our products and services. For a
long time, the search for the perfect radio or print ad was my
“holy grail.” I was convinced that this ever-elusive
perfect ad would bring in customer hoards.
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Increasing Your Customer Referrals
By: Patrick Galvin
If you’re getting few customer referrals but are confident that
your products and services are as good as or better than those of your
competition, you should seriously examine the steps you’re taking
to turn your customers into your most effective salespeople. Then, you
should write a plan detailing how you will increase your customer
referrals.
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Holiday Buzz
By: Ellen Galvin
It seems like every December, the media recycles its story templates
of years past. Predictably, we see television reports on surreal
consumer shopping frenzies while newspapers and magazines fill their
pages with the latest “must-have” gifts.
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