--> In beginning my reading of “The Anatomy of Buzz,” I found myself looking back on a trip that I went on with students from Northeastern in the MEISA club. We took a trip to New York and went through several music businesses, one being Sirius Radio. The section of the book which discusses “Why We Talk” was particularly interesting in regard to the experience that I had at Sirius Radio. Sirius is the competitor to XM Radio, which is currently the lead in the industry. There was a great amount of buzz created for XM radio mainly through direct advertising found in radio, television, and magazines. Yet, with my WOM experience in NY, I would choose Sirius over XM Radio.
We went on a tour through the building where we were able to see hundreds of radio broadcasting rooms and talk with many professionals within the company. After our tour we were able to sit down with a woman who was employed there and the rapid fire of questions began, the majority asking why choose Sirius over XM? I was skeptical of Sirius and wanted to think that XM was a far superior company, mainly because of the advertisements that I had seen, but as a result of this informal meeting, I was convinced. She answered every question with Sirius being the better choice. As Rosen says, “we are constantly bombarded with new products that we need to make sense of” and she made this new world of satellite radio make sense to all of us.
I have since recommended Sirius radio over XM for those making the transition from traditional radio formats into this new realm. Also, having the desire to work in the music industry, there is always a high level of frustration when it comes to the monotony of songs that receive airplay, and as a result of satellite radio, this frustration disappears. There are almost two hundred channels which play all different types of music and there are never any commercials!
Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication