Buzz Guru Emanuel Rosen to Speak at Mobium Creative Group

2002-07-17

Emanuel Rosen, International best-selling business author of “The Anatomy of Buzz,” will be in Chicago to conduct an exclusive workshop on buzz marketing as part of the Mobium Creative Group’s New Paradigm Series and one of the BIGfrontier BIG Idea breakfast forums. The event will be moderated by Ellis Booker, editor-in-chief of BtoB magazine.

Rosen will be discussing the nine things a business can do to stimulate buzz. These include thinking about networks; adding contagious elements to your products; grassroots marketing; and properly utilizing traditional marketing tools. “The business graveyard is littered with the corpses of companies that thought they could simply spend their way to marketing success. The money is now gone and the playing field has shifted. Success requires being smart and innovative along every step of the marketing plan, and more and more companies are starting to incorporate buzz marketing into these plans,” says Emanuel Rosen.

“There has been a paradigm shift in the world of marketing, and the broadening adoption of Emanuel’s techniques is indicative of this,” according to Guy Gangi, a partner at Mobium Creative Group.

“In the old days marketing was loosely defined by traditional approaches like ads and direct mail. Now we’ve found that the customer owns the brand and is influenced in multiple ways. Emanuel’s observations reflect one of the most fundamental levels and incorporate one of the hardest and most sought-after customer emotive responses: trust,” says Gordon Hochhalter, a partner at Mobium.

“The Mobum/BIGfrontier series is a new forum for providing high level speakers and focused content to specific channels in Chicago’s business community. Emanuel is an example of bringing in an expert with a viewpoint who will provide actionable solutions that stimulate conversations back at the company. That’s how change begins,” says Steve Lundin, executive director of BIGfrontier.

The Anatomy of Buzz Breakfast will be held at the Mobium Creative Group offices, 2000 Merchandise Mart, Chicago, IL. The breakfast begins at 7:45 AM, with a presentation from 8:15-9:30 AM. Attendees must RSVP for this event. Details at: www.mobium.com.

About Emanuel Rosen
Emanuel Rosen has had more than fifteen years of experience in marketing, both as an award-winning copywriter and as a marketing executive in the software industry. During most of the 1990s he was VP Marketing at Niles Software in Berkeley, California. There he was responsible for launching and marketing EndNote, the company’s flagship product that spread largely by word of mouth. Since 1998, when he sold his share in the company, he’s been dedicating his time to studying and writing about buzz. His book The Anatomy of Buzz that examines word-of-mouth marketing “has managed to generate quite a bit of buzz itself” as BusinessWeek Online noted. The book, which is based on 165 interviews with marketing executives and consumers, hit The Wall Street Journal's business best-seller list and is available in eight languages.

About Mobium Creative Group
Mobium Creative Group is a full-service, integrated business branding and communications firm specializing in integrated communications, branding, relationship marketing, interactive media, and information architecture. Clientele include MeadWestvaco Corporation, NEC-Mitsubishi, Motorola GTSS, CNH Global, NovaMed, Farm Progress, Tellabs, and Ondeo Nalco Company. In January of 2002, Mobium launched its new web-site (www.mobium.com), which is an interactive book that helps business marketers, communicators, brand builders and change agents, as well as its own employees, better define revolutionary paradigm shifts and explore ways to take advantage of them.

About BIGfrontier
BIGfrontier is Midwest’s largest technology networking event. The quarterly networking events regularly draw between 300-500 attendees for a night of unique content, presentations and an unparalleled networking experience. The BIGfrontier BIG Idea Breakfast series was launched in April 2002. The BIGfrontier Midnight Missive newsletter is distributed biweekly to 5,000 technology professionals and the BIGfrontier website carries over two years of event content, streaming video and photos. Called “the biggest…some say the best of the internetworking events” by Chicago Magazine, BIGfrontier continues to grow in both size, substance and value. From C-level to IT-level, everybody mixes it up at BIGfrontier. www.bigfrontier.org