holds an MBA from the McCombs School of Business and is the Managing Director of Brandeverything, a marketing consultancy based in California. AbstractWhat is the secret to buzz marketing? Buzz marketing is defined as the amplification of initial marketing efforts by third parties through their passive or active influence. This powerful conceptual framework is illustrated in this paper with practical information on how to build the buzz.

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This paper uses case studies and secondary literature to critically examine how learning spaces inhabited by geographers might be used productively as borderland spaces for learning partnership.Borderland spaces are novel, challenging, permissive and liminal, destabilising traditional power hierarchies. In these spaces, students gain confidence in accepting agency in learning, moving towards critical thinking and reflective judgement, thereby developing self-authorship. They acquire new knowledge, skills and facets to their identity. They also feel anxiety as they take on new roles and adopt a partnership ethos. Faculty must guide students to support their successful navigation into and out of borderland spaces.

Recently regional studies has turned to explore temporary knowledge clusters (Maskell, Bathelt, & Malmberg, 2006; Torre, 2008) focusing on urban centres as innovation and growth drivers (Ward & Brown, 2009). This suggests that knowledge-based clustering does not occur in rural areas; nevertheless, despite relatively low density of economic activity compared with urban places, rural areas can be sites of intense knowledge exchange, particularly around agriculture (Goulet, 2013). This paper explores how intense knowledge-exchange systems function in rural areas by looking at agricultural shows as 'temporary knowledge clusters'. By providing meeting points for rural actors, potential partners acquire proximity facilitating knowledge exchange. This eventbased temporary proximity and agglomeration allows innovative ideas to diffuse throughout rural areas; knowledge exchange is not confined to the event itself, a phenomenon here conceptualized as 'rural buzz' (after Bathelt, Malmberg, & Maskell's, 2004, global buzz concept). ABSTRACT agricultural shows are significant events for rural communities. using the case study of the Royal Welsh Show, the largest event of its kind in europe, this paper argues that agricultural shows can be seen as temporary knowledge clusters. By bringing together key rural actors, agricultural shows create temporary spaces for presentation and interaction between suppliers, producers and consumers, leading to distinct vertical and horizontal forms of knowledge exchange. discussions take place between farmers, government and suppliers, creating trust and allowing for knowledge exchange to take place. at the same time, farmers can view and compare their stock and farming practices with that of other farmers, sharing best practice and allowing for new ideas to emerge and gain prominence in the agricultural industry. this interaction between different groups at agricultural shows creates a rural buzz, helping to maintain rural relations year round, eventually forming a community of practice.