Buzz tactics for busy adults

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It can be more challenging to turn skeptical, time-pressed adults into product evangelists than it is to sway teens. Some expert tips on reaching the over 30-set (hint: it's more complicated than freebies and stunts):

* Explain why the product is ideal for them (and their friends); the goal is to get them actively engaged with item.

* Make it a two-way conversation, rather than coming off as telling the adult consumer what to say to others.

* Tap into passions-for women, family-related issues; for men, sports and cars.

* PR, special events can enhance buzz.

* Be upfront-tell them they're part of a buzz campaign. Disclosure is key.

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