Emanuel Rosen is a voice many consider the father of buzz marketing and word of mouth for his work way back in 2000 to delve into the trend with his ground breaking book The Anatomy Of Buzz. Listen in as he shares stories of entrepreneurs and business people who manage to use their personalities to get people talking and create buzz with their products and companies. Along the way you’ll get a sense from Emanuel of the techniques for creating buzz that actually work. I’m thrilled he agreed to be part of the project and share some of his thoughts on video!

“You are such an asshole, I can’t believe you did that,” was the response we received after we decided to create a JDate profile for Richard Nouveau and set up 100 simultaneous dates for him (100 Jewish women arrived at the same place at the same time all looking to date Richard Nouveau, a man who doesn’t even exist, though some might argue otherwise).

Richard hasn’t always been friendly and loved, but he has always been our voice.  Pocket Change is an e-publication that reports on the most expensive items in New York and Los Angeles and Richard Nouveau (derivative of Nouveau Riche), our fictitious editor at large, is the captain of our ship.

Online, success is measured by metrics of interaction (clicks, conversions, etc).  Richard has given our audience someone to respond to; someone to hate, someone to blame, someone to love and someone to laugh with.  To some, Richard is a hero, to others a villain, but we have seen that people emotionally respond better to personalities than they respond to institutions, companies, personality-less brands etc.  We quickly saw that the response we received was to Richard the person rather than to Pocket Change, the company.
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