Since the Summit at the NAB, we've heard from many of you about how much Mark Hughes' "Buzzmarketing" session went over. Mark has a great grasp on buzz, and how smart marketers can utilize their assets and strengths to generate word of mouth - even without marketing budgets.
Then Steve Goldstein turned me onto this Verizon video that is a great example of what Mark's tenet that buzz begins with a good story - something that is outrageous, hilarious, unusual, remarkable.
Every programmer, manager, and morning show reading this blog is capable of spawning an idea as good as this one - but they don't just happen. They are the result of dedicated brainstorms, taking the time to think beyond the usual, and focusing on activities that can generate word of mouth.
Want an example? Jacobs Media alum Scott Jameson is making lots of noise at Dave-FM in Atlanta. To celebrate U2's concert in Atlanta, the station hired a Bono lookalike and took him around town, fake security guards, fake publicists, and all. Fan reactions were captured and virally shared via Facebook and Twitter.
As Scott told me, "This was one of those magical days in the medium we love." Yes, and it's the type of thing that can be done with a little imagination, a ten minute brainstorm, and some chutzpah.
In his Summit session, Mark Hughes talked about the need to push for creativity among staffers, because rarely does it just happen without prodding and pushing. Even understaffed stations have the power to get people talking, especially when it involves personalities and stations that matter.
As Seth Godin reminds us in Purple Cow, being competent or even good isn't of much value these days. Being remarkable is what people notice, especially for a medium that has pretty much stopped generating buzz.
Congratulations, Scott, on a purple day in Atlanta on Dave-FM. Enjoy your buzz.