Can Catching the Eye of Just One Maven Affect Your Bottom Line?
Posted: March 26, 2010
Connecting with the right person can mean a world of unexpected business. Here's proof that a great product, a maven and social media can move customers and their money.
Connecting with the right person can mean a world of unexpected business. Here's proof that a great product, a maven and social media can move customers and their money.
By: Nancy Bistritz
The owner of Antico Pizza Napoletana, Giovanni Di Palma, has not spent one dime on advertising -- no newspaper, TV, radio, or digital ads. Nothing. Compare those efforts to three of Giovanni’s well-known pizza counterparts (you know, the popular brands seen on TV that push everything from buffalo wings to family style Italian meals) that collectively -- according to Nielsen -- spent $2.5 million in advertising in the fourth quarter 2009 alone.
What Giovanni did do, however, was catch the ears, eyes (and mouth) of a blogger who subsequently wound up writing about his place, which created a social media/digital PR phenomenon -- the likes of which is rare and has caught the ear of The Atlanta Journal/Constitution and CNN.com (not to mention people all over Atlanta).
His efforts have been so successful that seats in his kitchen don’t come easy on Friday nights -- so much that he has to lock the doors when his cooks (his third-grade son included) run out of pizza dough. That’s right: closing his doors. Running out of dough. All without the help of advertising. Giovanni attributes all of the success he’s had to social media.
Read the whole story at TalentZoo.com.
Nancy Bistritz is the Director of Marketing/Communications for Montreal-based interactive agency Nurun, She works closely with teams in Nurun’s U.S. offices on public relations outreach, and marketing and business development strategies. She is also an integral part of Nurun’s worldwide communications team.