This is an amazing book, a must read for every marketing manager in America interested in improving ROI. Stimulating, informative, lively, beautifully written, it’s loaded with more insights per page than any marketing book I’ve read. I love it. Kevin J. Clancy, Ph.D. Chairman and CEO Copernicus Marketing Consulting To become relevant, you need to engage your customers. Beyond Buzz is a practical guide how to develop conversational marketing techniques in today’s consumer-driven world. A must read for today’s brand builders. Mike Janover, Vice-President of Marketing, CNET To quote Mark Twain, “I like a good story well told. That is the reason why I’m sometimes forced to tell them myself.” Beyond Buzz is filled with no nonsense, straightforward, and – heaven help us! – hype-free advice for marketing professionals on how to tell a story well. Kudos to Ms. Kelly for reminding me of why I got into this field in the first place – to connect those who want to tell a story to those with whom they want to share the story…and to help them tell it in a meaningful, respectful, relevant, and passionate way. – Peg Culotta Kates, Director, SAP Global Public Services Lois shows us how to have meaningful conversations with our customers in a practical no nonsense way. The dialog about our brands is now in the consumers hands. If we are going to influence that dialog as marketers, we have to change the way we think about our messages. I found this book insightful and practical. Laura Stanton, Director of Marketing, Dunkin’ Brands Inc. I first encountered Lois Kelly at a conference a couple of years ago. She was the bright light among many excellent speakers...conversational, engaging, dynamic, coming to you with fresh ideas and a unique point of view. Her message: marketers can unleash their companies by getting them to have exactly these attributes. I wanted to know more about what she did and how she thought. Beyond Buzz is that more, and more. It builds on her important ideas and offers a comprehensive set of tools and strategies for standing out in our already tippytoed, over-hyped world. Mark Lundegren, Strategic Planning Leader, Swiss Re Americas Many companies mistakenly think that word-of-mouth marketing is only about creating buzz for a product or service. Lois Kelly shows why this view is too narrow and that what’s really needed is meaningful dialogue with customers, employees, shareholders, and community members. If you’re struggling to get beyond buzz, and want a step-by-step guide for doing so, then read this book. Walter J. Carl, Ph.D., Assistant Professor Department of Communication Studies Northeastern University |
Table of ContentsIntroduction1. Enough with the marketing blah blah — let’s talk about something interesting
2. Make meaning, not buzz
3. Have a fresh point of view (or several)
4. Listen up: Seven ways to uncover talk-worthy ideas
5. Nine themes that always get people talking
6. Straight talk: Talk like you talk, talk like you mean it, talk in these ten new ways
7. Shift to a conversational marketing mind-set
8. Building a “talk” culture
9. Be more interesting — conversations, passion, and a good point of view
Appendix: checklists, templates, additional resources |
