Z&Z shaken, not stirred

By Len Gutman on October 13th, 2009 In Hype!

For the second time in the past few weeks I am stumped by local marketing firm Zion & Zion. Just last month the firm bashed its competitors in a BizJournal article by Chris Casacchia. I had mixed feelings about that tactic, but many of you chimed in.

Today the Business Journal’s Casacchia reports that Zion & Zion is holding a contest for local bartenders to create a martini in its honor. The contest comes with a $500 prize to the winning concoction.

This is either the best idea I’ve ever heard of for getting a few free drinks, or an idea with no purpose beyond getting the firm’s name in the paper. Zion & Zion, you have me perplexed. Yet I can’t ignore you.

Am I missing something? What does Z&Z gain from this stunt? Or have they gained simply because I am blogging about it? Hmmm. Well played Z&Z.

Z&Z shaken, not stirred

Comments

Linda VandeVrede Says:
October 14th, 2009 at 5:45 am

That’s kind of like receiving a Nobel price too early. A little self-serving. Time will tell if the strategy is good, but it’s not one I would use…

Linda VandeVrede Says:
October 14th, 2009 at 5:46 am

p.s. PRIZE, not price

Jackie Wright Says:
October 14th, 2009 at 10:53 am

Why don’t we start recognizing the firms that do a GOOD JOB vs. getting their name in the paper? The question is, will potential new clients look at this and think “Hmmm… I need to hire this firm?” My guess… probably not! I’ll be impressed when I start hearing stories about how agencies have stopped their revolving doors, treat and PAY their employees properly and stop charging clients ridiculous rates for little to no ROI. And if they manage to throw in some seriously strategic FULLY INTEGRATED concepts, I’ll be really impressed. Until then… the articles will be just another piece of paper to line the bird cage with!

Sam Alpert Says:
October 14th, 2009 at 12:17 pm

Whether it’s smart or not, it’s obvious they know how to get press and get people talking – exactly what they wanted, I’m sure.

Landon Evans Says:
October 14th, 2009 at 2:20 pm

Jackie well put! Providing quality and tactical marketing that benefits clients should be the name of the game, not parading how they (Z&Z) can get their name in the paper…we are publicists, that’s our job! Its not hard to write a release and pretend your your the best. True headlines come from agencies that build ROI and receive positive testimonials!!!

Jim Veihdeffer Says:
October 14th, 2009 at 2:21 pm

I don’t think this shows that they know how to get good press. In fact, one could argue the exact opposite: they know how to pay to get their name in the paper. But then, anyone can do that. It takes experience and a knowledge of what editors and readers want to get in the paper without paying for the space.

Pat Elliott Says:
October 14th, 2009 at 7:24 pm

Maybe they saw the want ads for “public relations” people on Craigslist seeking good looking young women to hang out in bars and create buzz about liquors, actually thought that was a real job description, and just tweaked the concept. :-)

I’m with Jackie on this one.

J.R.S Says:
October 15th, 2009 at 5:14 pm

No matter how you look at it they got their name out in the open and in your mouths. Stunt or not it seems to have worked.

Jim Veihdeffer Says:
October 18th, 2009 at 9:30 am

Yes…that’s called “advertising”, not public relations.

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