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All Marketers Tell Stories

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Free Prize Inside

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Why the internet works (and doesn't) for your business. And vice versa.

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Permission Marketing

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The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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The Big Red Fez

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Tribes

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Unleashing the Ideavirus

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v.is.for.vulnerable

V Is For Vulnerable

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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Whatcha Gonna Do With That Duck?

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« The flutes! | Main | The last post about flutes »

How do we get one of those?

Brandmgr So, the predictable flurry of puff pieces is out to accompany the launch of Microsoft's Zune. The Times article includes the obligatory rockstar shot of the pointing brand manager, as well as the money quote, "The first days of working on Zune were like working in a start-up company..."

Of course, the question every entrepreneur asks is not how do I get a Zune, but, "How do we get an article like that one?"

The problem with most PR strategies is that they are actually publicity strategies, and the number of really good publicity spots available is tiny. And companies like Microsoft get a big share of them, because they're not reserved for the good, they are reserved for the big. The Zune was panned by the Times and many other reviewers just last week, and yet here's a piece that's practically written by their PR firm. What's up with that?

The answer is surprisingly transparent. The Times considers this news, news worthy of two photos and a front of the biz section placement because, "...after committing hundreds of millions of dollars, Microsoft is scheduled to release that device, Zune."

In other words, if you spend 9 figures on a tech device or a movie, you can count on publicity like this.

If you can't, time for plan B. Plan B is to hope for this but not count on it. Plan B is to have a plan that works just fine without counting on a busy editor at the local paper to make it work.

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Listed below are links to weblogs that reference How do we get one of those?:

» ON PR: Not the First Strategy of Small Business from Solutions to Grow Your Business
If it seems too good to be true.... Well, you know the rest. Today's message is that it is too good to be true, so buyer be-aware. Small businesses and entrepreneurial start-ups usually don't like spending lots of money on marketing, although it is the... [Read More]

» Zune from Bessed
What are the best sites for Zune? We’ve started with these. What else should be here? 1. Zune.net - Official site for information on the Zune player, Zune software, the Zune marketplace where you can preview and download songs, Zune accessories and m... [Read More]

» Microsoft to Add Video Sharing, Cell Phone to Zune from Tips Dr.com
Two Zune articles in a row? Wow, the device must be going on sale soon, lets see, yep November the 14th, 2006 is the big day, tomorrow to be exact. So, no wonder we are seeing so many blog posts, articles and reviews popping up the past few days. I exp... [Read More]

» Transparent from AiAlone.com
Everyone who has been reading this blog for more than a couple of days knows where I stand on Zune, so I wont be talking about my distaste of it...directly.I will let others, like Seth Godin, bring up interesting questions about the transparency o... [Read More]

» Zune puffery from Beneath the Peak
Seth Godin—one of my daily reads—wrote an interesting item on the puff pieces that have been written to support the launch of Microsoft’s Zune. Godin correctly notes that businesses love this sort of story, but they are hard to come by unless you... [Read More]

» No Dad that's so UGLY! from mike brewer
So I am walking the isle at a local electronics store today when I witness a teenage (my assuming) girl respond to her Father's, Hey Honey, how about this one? with No Dad that's so UGLY! But Honey, look at [Read More]

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