You only need to reach a handful of consumers--as long as they're the right handful. Identify true trendsetters and let them spread your message for you.CREATE SCARCITY
Lure those key consumers with coveted items--whether hot news, loaner cars, or cool gadgets--that are in short supply, and let the buzz begin.BE AUTHENTIC
Although a buzz campaign may have fictional elements, the premise should be true to the brand. What works for a Lucky Strike could be wrong for a Marlboro.OR BE BLATANTLY INAUTHENTIC
This approach can work as long as consumers don't feel duped. Humor helps, too. Think of it as Joe Isuzu with buzz.PREPARE FOR THE UNKNOWN
Buzz-building is an intangible, unpredictable process, aimed at a slippery target. If you can't go with the flow, buy a TV ad.