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The Power of Buzz
By Susan Friedmann, The Tradeshow Coach

How did Hotmail gain over 12 million subscribers in 18 months?  The answer lies in the power of

Buzz or word-of-mouth marketing influences more people to buy, or not to buy products and services, than most other forms of marketing.  Why is it so powerful?  Basically, we have a need to share information as a means of communication and also as a way of understanding the world around us.  Often, we base many of our purchasing decisions on information gleaned from friends and well-respected associates.  We tend to listen to them more readily then most mass-media messages.

In his book

Susan Friedmann, works with organizations who want to boost their exhibiting results by attracting new business at tradeshows. She designs and implements strategies for show organizers and exhibitors. She can be reached at 518.523.1320, on the web or by email

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