by
STEVE WINSTON
The recent announcement that AMI, parent company of “The National Enquirer,” had declared bankruptcy, struck me in a different way than it might have struck you. Because I once worked there. Yes, it’s true. I admit it. For two weeks, many years ago, I worked at “The National Enquirer.”
My story started in a raging blizzard that tied up the whole Northeast. We had three feet of snow n Hartford, CT. I was looking out the window at the blizzard that night, while talking on the phone with my younger brother in Philadelphia…who was looking out his window at the blizzard. And we both decided, then and there, that we were going to get jobs in Florida.
Bobby did, within a month. Just about that time, I was sitting in my downtown apartment on a miserable late-winter day, looking out at the city’s skyline, while glancing distractedly through an issue of “Editor & Publisher.” I came to the classified section. And then I saw it.
It was a half-page ad for an Editor. For “The National Enquirer.” In a place called Lantana. Lantana, Florida! And they were offering a salary of $52,000 – very big money for a young guy all those years ago.
I dashed off a resume and letter to them. And promptly forgot all about it. So, when they called a week or so later to invite me down to Florida for an interview, it took me a minute to remember.
I’ll never forget sitting on the runway at Hartford-Bradley International Airport a few days later at 6 in the morning, looking out at the pitch-black, watching the sleet and snow smash against my window. Three hours later, I landed in West Palm Beach, and walked out of the terminal into a day with 76 degrees, swaying palm trees, and the bluest sky I’d ever seen.
In those days, the executives at The Enquirer were mostly British (if you’ve ever seen the big newspapers in Britain, you know why). And so I found myself being interviewed by an Editor from Britain named “Ian” (which seemed to be the name of just about every other Editor there, as well).
The interview was not particularly scintillating, I thought. Until mid-afternoon.
Then, all hell broke loose. Police suddenly barged in from two sides of the building. Women started screaming. Men started running.
And the first hint I had that I wasn’t in Kansas anymore, Dorothy, was when I asked “Ian” what was going on, and he looked at me and said, “Oh, nothing.”
It wasn’t long before I was told – by one of the people there - that some of the Brits did not have green cards. And that one of the green-cardless Brits had apparently offered Elvis’ cousin a goodly amount of money if he would open the casket and let the Brit take a few pictures.
By this time I was having trouble keeping a straight face. Much to my amazement, Ian, at the end of the interview, invited me back for a two-week mutual look-see. They’d put me up in a beachfront hotel. They’d pay all my transportation, lodging, and food costs. And, oh, yes, they’d also pay me, at the pay-rate for the Editor job…a thousand a week.
So I took a two-week leave from my job in Hartford and found myself back in Florida.
It was an interesting experience, to say the least. Say what you will about the Enquirer, in its own way, it did push the journalistic envelope. It did have some talented – and very dogged – journalists. And it ended up “scooping” mainstream media on some major stories of the nineties and 2000’s…stories that often had an enormous effect on American society and politics. But I decided, while there, that I preferred traditional journalism…despite the $52,000 salary.
So, toward the end of the two weeks, during lunchtime, I walked in off the street to the Palm Beach Post. And they hired me as a reporter – for $12,000.
Soon after, I was on my way back down to Florida for the third - and last - time, in an ugly green Mazda with everything I owned hanging out the sides. And in a way, everything that’s happened in my life since then has been because of “The National Enquirer.” Without the Enquirer, it probably would have turned out very differently.
AMI and “The National Enquirer” may or may not survive reorganization. But they’ll always be a major reason that my life turned out as it did. And that the only snow I see now is at the top of the mountains I climb.
Steve Winston
www.winstoncommunications.com
steve@winstoncommunications.com
Thursday, December 9, 2010
Monday, November 15, 2010
IMPORTANT WORDS FROM A GOOD FRIEND
Dear Friends - Today I'm not publishing my own thoughts. I'm publishing those of a friend, Roberta Guise, who's a marketing guru with a great deal of words to the wise. Read, enjoy, and think! - Steve Winston
Build your reputation around your name
by Roberta Guise on November 2, 2010
A recent article in BusinessWeek on naming companies lamented how hard it’s become to create a novel, catchy name.
This is hard news to swallow if you’re a startup with a new product to sell.
But if you're a small business owner who sells ideas and services to people in business — even if you sell products such as books, videos, CDs, software, and business systems — there’s no need to go through mental contortions to divine the perfectly witty name for your company. The perfect moniker for your company is your own name. Why?
Your reputation is built around your personal name. People remember you, not necessarily your company. When a client refers you they think of the value you personally provided. It’s you, the person, who comes to mind, not your company name.
This isn’t to say that you shouldn’t create a corporate name for your business, especially if you set up your business as a C or S corp. Just don’t spend too much time trying to come up with something catchy.
Pile your efforts into fortifying your brand around your own name. Mine is “Guise,” plus what I do, “Marketing & PR.” A strong tag line will support your name. My tag line is, “Be Visible!”
By using your own name you’ll save money and time on extensive name searching. You still need to do a search, but if you can add what you do to the name like I’ve done, even if it’s your last name plus “Consulting” or “Accounting,” for example, you’ll have your company named in next to no time.
Roberta Guise enables successful women to become thought leaders. She also works with experts, small business owners and professionals who want to be extraordinarily visible and sharpen their marketing edge. A small business marketing consultant and speaker, she is the founder of San Francisco-based Guise Marketing & PR. If you'd like to know how to apply these concepts to your situation, call for a free 1/2 hour consultation. 415-979-0611. www.guisemarketing.com
Build your reputation around your name
by Roberta Guise on November 2, 2010
A recent article in BusinessWeek on naming companies lamented how hard it’s become to create a novel, catchy name.
This is hard news to swallow if you’re a startup with a new product to sell.
But if you're a small business owner who sells ideas and services to people in business — even if you sell products such as books, videos, CDs, software, and business systems — there’s no need to go through mental contortions to divine the perfectly witty name for your company. The perfect moniker for your company is your own name. Why?
Your reputation is built around your personal name. People remember you, not necessarily your company. When a client refers you they think of the value you personally provided. It’s you, the person, who comes to mind, not your company name.
This isn’t to say that you shouldn’t create a corporate name for your business, especially if you set up your business as a C or S corp. Just don’t spend too much time trying to come up with something catchy.
Pile your efforts into fortifying your brand around your own name. Mine is “Guise,” plus what I do, “Marketing & PR.” A strong tag line will support your name. My tag line is, “Be Visible!”
By using your own name you’ll save money and time on extensive name searching. You still need to do a search, but if you can add what you do to the name like I’ve done, even if it’s your last name plus “Consulting” or “Accounting,” for example, you’ll have your company named in next to no time.
Roberta Guise enables successful women to become thought leaders. She also works with experts, small business owners and professionals who want to be extraordinarily visible and sharpen their marketing edge. A small business marketing consultant and speaker, she is the founder of San Francisco-based Guise Marketing & PR. If you'd like to know how to apply these concepts to your situation, call for a free 1/2 hour consultation. 415-979-0611. www.guisemarketing.com
Thursday, October 21, 2010
CENTRAL PARK BIKE TOURS INTRODUCES "FALL FOLIAGE TOUR"
NEWS FROM CENTRAL PARK BIKE TOURS
Contact:
Steve Winston
President, Winston Communications
(954) 575-4089
steve@winstoncommunications.com
CENTRAL PARK BIKE TOURS INTRODUCES “FALL FOLIAGE TOUR”
New York, NY: October 21, 2010 – Central Park Bike Tours (www.centralparkbiketours.com) today announced a special new tour of Central Park during Fall Foliage season. The Fall Foliage Bike Tour will take visitors to spots bursting with brilliant colors, in America’s most famous urban oasis.
“If you’ve never seen Central Park in Autumn, you’ve never really seen Central Park,” says Tom Ahern, owner of Central Park Bike Tours. “And, for some wonderful reason, the foliage seems to linger here more than it does in most other places in the region…generally into late-November.”
Central Park Bike Tours will be running its Fall Foliage Tours at 10 a.m., 1 p.m., and 4 p.m. through October, and 10 a.m. and 1 p.m. through November. Guests on these tours will get a bird’s-eye view of hundreds of different types of trees, ranging from American Elms to Black Cherries to Red Cedar and Carolina Silverbells. And among the hundreds of once-a-year colors riders will see will be burnt oranges, flaming reds, bright yellows, deep purples, and rust-orange.
Central Park Bike Tours is one of the city’s leading tour companies, leading guided tours into nooks and crannies and special places in Central Park that even many New Yorkers don’t know about. Customers pedal past beautiful meadows and old bridges and rarefied museums and horse-drawn carriages, and landmarks such as Strawberry Fields, the John Lennon International Peace Garden, the Wollman Skating Rink, and the Jacqueline Kennedy Onassis Reservoir. In addition, the company also offers tours of special New York neighborhoods such as Harlem, Brooklyn, Times Square, and Little Italy. And customers can also rent bikes, to explore this bike-friendly city on their own.
“It’s a very special time of year,” says Tom Ahern. “And we wanted to offer a very special tour to take advantage of it.”
###
Contact:
Steve Winston
President, Winston Communications
(954) 575-4089
steve@winstoncommunications.com
CENTRAL PARK BIKE TOURS INTRODUCES “FALL FOLIAGE TOUR”
New York, NY: October 21, 2010 – Central Park Bike Tours (www.centralparkbiketours.com) today announced a special new tour of Central Park during Fall Foliage season. The Fall Foliage Bike Tour will take visitors to spots bursting with brilliant colors, in America’s most famous urban oasis.
“If you’ve never seen Central Park in Autumn, you’ve never really seen Central Park,” says Tom Ahern, owner of Central Park Bike Tours. “And, for some wonderful reason, the foliage seems to linger here more than it does in most other places in the region…generally into late-November.”
Central Park Bike Tours will be running its Fall Foliage Tours at 10 a.m., 1 p.m., and 4 p.m. through October, and 10 a.m. and 1 p.m. through November. Guests on these tours will get a bird’s-eye view of hundreds of different types of trees, ranging from American Elms to Black Cherries to Red Cedar and Carolina Silverbells. And among the hundreds of once-a-year colors riders will see will be burnt oranges, flaming reds, bright yellows, deep purples, and rust-orange.
Central Park Bike Tours is one of the city’s leading tour companies, leading guided tours into nooks and crannies and special places in Central Park that even many New Yorkers don’t know about. Customers pedal past beautiful meadows and old bridges and rarefied museums and horse-drawn carriages, and landmarks such as Strawberry Fields, the John Lennon International Peace Garden, the Wollman Skating Rink, and the Jacqueline Kennedy Onassis Reservoir. In addition, the company also offers tours of special New York neighborhoods such as Harlem, Brooklyn, Times Square, and Little Italy. And customers can also rent bikes, to explore this bike-friendly city on their own.
“It’s a very special time of year,” says Tom Ahern. “And we wanted to offer a very special tour to take advantage of it.”
###
Wednesday, October 13, 2010
ZIP AVIATION ANNOUNCES ALLIANCE WITH MANHATTAN HELICOPTERS
NEWS FROM WINSTON COMMUNICATIONS
CONTACT:
Steve Winston
President – Winston Communications
steve@winstoncommunications.com
ZIP AVIATION ANNOUNCES NEW ALLIANCE WITH MANHATTAN HELICOPTERS
NEW YORK, NY: October 13, 2010 – Zip Aviation LLC today announced a new strategic alliance with Manhattan Helicopters LLC, which will bring a bevy of benefits to customers of both helicopter-tour companies.
The new strategic alliance was formed to enhance the range of services and tours available, and to provide a one-of-a-kind sightseeing experience for New York City visitors. For customers of the two fleets, the advantages will be evident immediately – industry-leading liability coverage, a wider availability of innovative tours, greater booking flexibility/added availability of times, and two companies known for the best customer-service in the industry.
Zip Aviation and Manhattan Helicopters will now be able to offer a combined fleet of nine helicopters, with some of the most technologically-advanced and luxurious craft in the air. The total includes two brand-new Bell 407s, considered one of the safest helicopters in the world; a Eurocopter AS350B3, a high-performance aircraft with the distinction of being the only helicopter ever to land on Mount Everest; and an MD600N, the quietest helicopter in the world.
“We think it offers the best of all worlds to our customers,” says Itai Shoshani, owner of Zip Aviation. “Two industry-leaders, combining their strengths to increase their range of offerings, and to enhance the customer-experience. It’s a win-win situation for both of us – and the customer.”
Zip Aviation (www.zipover.com) takes guests on a variety of helicopter tours around New York City, ranging from the “Liberty Island” tour to the memorable “Over the Top” and “Grand Island” tours. New York stretches out from horizon to horizon and side to side before the aircraft, with an incomparable view of the world’s most exciting city, its greatest skyline, and one of its busiest harbors. In addition to the sightseeing tours, Zip Aviation specializes in discreet charters (often for celebrities or international dignitaries) and aerial photography, along with executive and special-event transportation.
“We want to be the type of company that’s always focused on improving the customer-experience,” Shoshani said. “And this alliance will help us achieve that.”
###
CONTACT:
Steve Winston
President – Winston Communications
steve@winstoncommunications.com
ZIP AVIATION ANNOUNCES NEW ALLIANCE WITH MANHATTAN HELICOPTERS
NEW YORK, NY: October 13, 2010 – Zip Aviation LLC today announced a new strategic alliance with Manhattan Helicopters LLC, which will bring a bevy of benefits to customers of both helicopter-tour companies.
The new strategic alliance was formed to enhance the range of services and tours available, and to provide a one-of-a-kind sightseeing experience for New York City visitors. For customers of the two fleets, the advantages will be evident immediately – industry-leading liability coverage, a wider availability of innovative tours, greater booking flexibility/added availability of times, and two companies known for the best customer-service in the industry.
Zip Aviation and Manhattan Helicopters will now be able to offer a combined fleet of nine helicopters, with some of the most technologically-advanced and luxurious craft in the air. The total includes two brand-new Bell 407s, considered one of the safest helicopters in the world; a Eurocopter AS350B3, a high-performance aircraft with the distinction of being the only helicopter ever to land on Mount Everest; and an MD600N, the quietest helicopter in the world.
“We think it offers the best of all worlds to our customers,” says Itai Shoshani, owner of Zip Aviation. “Two industry-leaders, combining their strengths to increase their range of offerings, and to enhance the customer-experience. It’s a win-win situation for both of us – and the customer.”
Zip Aviation (www.zipover.com) takes guests on a variety of helicopter tours around New York City, ranging from the “Liberty Island” tour to the memorable “Over the Top” and “Grand Island” tours. New York stretches out from horizon to horizon and side to side before the aircraft, with an incomparable view of the world’s most exciting city, its greatest skyline, and one of its busiest harbors. In addition to the sightseeing tours, Zip Aviation specializes in discreet charters (often for celebrities or international dignitaries) and aerial photography, along with executive and special-event transportation.
“We want to be the type of company that’s always focused on improving the customer-experience,” Shoshani said. “And this alliance will help us achieve that.”
###
Tuesday, October 5, 2010
NY SKYRIDE ANNOUNCES NEW COMMUNITY INITIATIVE - "SCHOOL OF THE MONTH"
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President - WINSTON COMMUNICATIONS
steve@winstoncommunications.com
NY SKYRIDE ANNOUNCES NEW COMMUNITY INITIATIVE –
“SCHOOL OF THE MONTH”
NEW YORK, NY: October 5, 2010 – NY SKYRIDE has just announced a new city-wide program to reach out to the local community – and to reward local schools whose students are performing well.
The new program will be called “School of the Month,” and it will reward students in New York City schools that are improving their academic status – a lot of students. NY SKYRIDE, a virtual tour over New York City’s landmarks and neighborhoods, will be hosting hundreds of students every month – for free. And these students will get to see one of those famous landmarks first-hand - because NY SKYRIDE is located on the second floor of the Empire State Building.
According to attendance figures, NY SKYRIDE is one of the top ten attractions in New York City, and it has hosted nearly 8 million visitors since its opening in 1996.
“We really want to do something special for this city,” says Matthew Day, Vice President of Business Development for NY SKYRIDE. “These days, with all that’s going on in the economy and in the world, we believe strongly in being good corporate citizens. So we’ll be hosting hundreds of children from the winning school each month…at no charge.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serve as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen. It’s a big draw for foreign and out-of-town visitors, as well as for local residents. And corporate, civic, and student groups can get special rates.
“In establishing the ‘School of the Month’ program, we’d like to feel that we’re helping these kids learn more about the city in which they live,” says Day. “A virtual helicopter ride over the neighborhoods and landmarks of New York allows them to view their hometown from a perspective they never had before.”
New York City schools interested in being considered for “School of the Month” should contact Renee Wilson at 212-299-4904 to participate.
###
CONTACT: Steve Winston
President - WINSTON COMMUNICATIONS
steve@winstoncommunications.com
NY SKYRIDE ANNOUNCES NEW COMMUNITY INITIATIVE –
“SCHOOL OF THE MONTH”
NEW YORK, NY: October 5, 2010 – NY SKYRIDE has just announced a new city-wide program to reach out to the local community – and to reward local schools whose students are performing well.
The new program will be called “School of the Month,” and it will reward students in New York City schools that are improving their academic status – a lot of students. NY SKYRIDE, a virtual tour over New York City’s landmarks and neighborhoods, will be hosting hundreds of students every month – for free. And these students will get to see one of those famous landmarks first-hand - because NY SKYRIDE is located on the second floor of the Empire State Building.
According to attendance figures, NY SKYRIDE is one of the top ten attractions in New York City, and it has hosted nearly 8 million visitors since its opening in 1996.
“We really want to do something special for this city,” says Matthew Day, Vice President of Business Development for NY SKYRIDE. “These days, with all that’s going on in the economy and in the world, we believe strongly in being good corporate citizens. So we’ll be hosting hundreds of children from the winning school each month…at no charge.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serve as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen. It’s a big draw for foreign and out-of-town visitors, as well as for local residents. And corporate, civic, and student groups can get special rates.
“In establishing the ‘School of the Month’ program, we’d like to feel that we’re helping these kids learn more about the city in which they live,” says Day. “A virtual helicopter ride over the neighborhoods and landmarks of New York allows them to view their hometown from a perspective they never had before.”
New York City schools interested in being considered for “School of the Month” should contact Renee Wilson at 212-299-4904 to participate.
###
Monday, September 20, 2010
CENTRAL PARK BIKE TOURS BRINGS YOUR BIKE TO YOU
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President, Winston Communications
954) 575-4089
steve@winstoncommunications.com
CENTRAL PARK BIKE TOURS BRINGS YOUR BIKE TO YOU
NEW YORK, N.Y.: September 21, 2010 - Central Park Bike Tours takes the trouble out of renting a bike in New York City. This company, one of the pioneers of New York City bicycle-tours and rentals, will deliver its bikes to customers at Manhattan hotels – and pick them up again at the end of the day.
“When we started in 1994, we were pretty much the only bicycle-tour and rental company in the Central Park area, “ says Tom Ahern, owner of Central Park Bike Tours (www.centralparkbiketours.com). “And our philosophy has remained the same since then. We don’t care about being the biggest. We’re only interested in nurturing our reputation for innovative customer-service.”
For its “VIP” renters, many of whom come from out of town, the company takes all the hassle out of taking a bus or cab – or walking – to its store off Central Park. It cuts down on time, and it cuts down on cost. And customers can start pedaling the minute they walk outside their hotel.
In addition to rentals, Central Park Bike Tours is also one of the city’s leading bicycle-tour companies, leading guided tours into nooks and crannies and special places in Central Park that even some New Yorkers don’t know about. Customers pedal past beautiful meadows and old bridges and rarefied museums and horse-drawn carriages, and landmarks such as Strawberry Fields, the John Lennon International Peace Garden, the Wollman Skating Rink, and the Jacqueline Kennedy Onassis Reservoir. In addition, the company also offers tours of special neighborhoods such as Harlem, Brooklyn, Times Square, and Little Italy.
Central Park Bike Tours was originally discovered by “New York” magazine in the mid-90’s, resulting in a new wave of business. Shortly afterward, foreign tourists discovered the company. It’s still one of the few New York bike companies with an actual store.
“If you Googled ‘bicycle tours in Central Park’ in 2005, we were the only ones that came up,” says Ahern. “Now, there’s plenty of competition. But we’re still growing at the rate of 40% a year – so we must be doing something right. And we’d like to think it’s our customer-service.”
###
CONTACT: Steve Winston
President, Winston Communications
954) 575-4089
steve@winstoncommunications.com
CENTRAL PARK BIKE TOURS BRINGS YOUR BIKE TO YOU
NEW YORK, N.Y.: September 21, 2010 - Central Park Bike Tours takes the trouble out of renting a bike in New York City. This company, one of the pioneers of New York City bicycle-tours and rentals, will deliver its bikes to customers at Manhattan hotels – and pick them up again at the end of the day.
“When we started in 1994, we were pretty much the only bicycle-tour and rental company in the Central Park area, “ says Tom Ahern, owner of Central Park Bike Tours (www.centralparkbiketours.com). “And our philosophy has remained the same since then. We don’t care about being the biggest. We’re only interested in nurturing our reputation for innovative customer-service.”
For its “VIP” renters, many of whom come from out of town, the company takes all the hassle out of taking a bus or cab – or walking – to its store off Central Park. It cuts down on time, and it cuts down on cost. And customers can start pedaling the minute they walk outside their hotel.
In addition to rentals, Central Park Bike Tours is also one of the city’s leading bicycle-tour companies, leading guided tours into nooks and crannies and special places in Central Park that even some New Yorkers don’t know about. Customers pedal past beautiful meadows and old bridges and rarefied museums and horse-drawn carriages, and landmarks such as Strawberry Fields, the John Lennon International Peace Garden, the Wollman Skating Rink, and the Jacqueline Kennedy Onassis Reservoir. In addition, the company also offers tours of special neighborhoods such as Harlem, Brooklyn, Times Square, and Little Italy.
Central Park Bike Tours was originally discovered by “New York” magazine in the mid-90’s, resulting in a new wave of business. Shortly afterward, foreign tourists discovered the company. It’s still one of the few New York bike companies with an actual store.
“If you Googled ‘bicycle tours in Central Park’ in 2005, we were the only ones that came up,” says Ahern. “Now, there’s plenty of competition. But we’re still growing at the rate of 40% a year – so we must be doing something right. And we’d like to think it’s our customer-service.”
###
Tuesday, September 7, 2010
LEADING NEW YORK TOURIST ATTRACTION ADDS TO ITS FLEET
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President – WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
ZIP AVIATION PURCHASES NEW SIGHTSEEING HELICOPTER
NEW YORK, NY: September 7, 2010 – Zip Aviation, one of New York City’s leading sightseeing and charter-helicopter companies, has announced the purchase of a new Bell Helicopter. The helicopter is an advanced Bell 407, and it brings a new measure of speed, comfort, and technical sophistication to Zip’s already-modern fleet.
Zip Aviation, known for superb customer-service, takes guests on a variety of helicopter tours around New York City, ranging from the “Liberty Island” tour to the memorable “Over the Top” and “Grand Island” tours. New York stretches out from horizon to horizon and side to side before the aircraft, with an incomparable view of the world’s most exciting city, its greatest skyline, and one of its busiest harbors. Visitors get birds-eye views (nighttime or daytime) of the Empire State Building, the Statue of Liberty, the aircraft carrier U.S.S. Intrepid, the Wall Street district, the harbor, and three states. In addition to the sightseeing tours, Zip Aviation specializes in discreet charters (often for celebrities or international dignitaries) and aerial photography, along with executive and special-event transportation. Its new Bell 407 – modified to be the only one of its kind - features a state-of-the-art “glass cockpit” system, a luxurious custom-designed interior of leather and maple, and an in-flight entertainment system with touch-screen technology.
"We’re really excited about this new craft,” said Itai Shoshani, owner of Zip Aviation. “We think it’s revolutionizing helicopter sightseeing…and our guests love it. The Bell 407 has a luxurious cabin, a smooth ride, and large windows with great visibility. And this is a specially-enhanced model. It’s the nicest 407 in the world, in fact - and the first with the special Garmin glass cockpit.”
The Bell 407’s six-passenger cabin allows guests to get up-close-and-personal with New York City - from a brand-new perspective. And it will allow Zip Aviation to expand its range of services to corporate and VIP clients, as well.
“Many of our clients are celebrities,” Itai Shoshani said. “But all of our clients are treated like celebrities.”
###
Zip Aviation (www.zipover.com) offers air tours and charters from Manhattan’s heliports at Wall Street and West 30th Street (in a private terminal) with an all-Bell fleet. The company also flies to all area airports, and can be reached at 1-866-ZIP-OVER (947-6837).
CONTACT: Steve Winston
President – WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
ZIP AVIATION PURCHASES NEW SIGHTSEEING HELICOPTER
NEW YORK, NY: September 7, 2010 – Zip Aviation, one of New York City’s leading sightseeing and charter-helicopter companies, has announced the purchase of a new Bell Helicopter. The helicopter is an advanced Bell 407, and it brings a new measure of speed, comfort, and technical sophistication to Zip’s already-modern fleet.
Zip Aviation, known for superb customer-service, takes guests on a variety of helicopter tours around New York City, ranging from the “Liberty Island” tour to the memorable “Over the Top” and “Grand Island” tours. New York stretches out from horizon to horizon and side to side before the aircraft, with an incomparable view of the world’s most exciting city, its greatest skyline, and one of its busiest harbors. Visitors get birds-eye views (nighttime or daytime) of the Empire State Building, the Statue of Liberty, the aircraft carrier U.S.S. Intrepid, the Wall Street district, the harbor, and three states. In addition to the sightseeing tours, Zip Aviation specializes in discreet charters (often for celebrities or international dignitaries) and aerial photography, along with executive and special-event transportation. Its new Bell 407 – modified to be the only one of its kind - features a state-of-the-art “glass cockpit” system, a luxurious custom-designed interior of leather and maple, and an in-flight entertainment system with touch-screen technology.
"We’re really excited about this new craft,” said Itai Shoshani, owner of Zip Aviation. “We think it’s revolutionizing helicopter sightseeing…and our guests love it. The Bell 407 has a luxurious cabin, a smooth ride, and large windows with great visibility. And this is a specially-enhanced model. It’s the nicest 407 in the world, in fact - and the first with the special Garmin glass cockpit.”
The Bell 407’s six-passenger cabin allows guests to get up-close-and-personal with New York City - from a brand-new perspective. And it will allow Zip Aviation to expand its range of services to corporate and VIP clients, as well.
“Many of our clients are celebrities,” Itai Shoshani said. “But all of our clients are treated like celebrities.”
###
Zip Aviation (www.zipover.com) offers air tours and charters from Manhattan’s heliports at Wall Street and West 30th Street (in a private terminal) with an all-Bell fleet. The company also flies to all area airports, and can be reached at 1-866-ZIP-OVER (947-6837).
Monday, August 30, 2010
NEWS FROM WINSTON COMMUNICATIONS
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
TOP NEW YORK ATTRACTION HITS 7.5-MILLION-VISITOR MARK
New York, NY: August 30, 2010 – NY SKYRIDE, one of New York City’s top ten attractions according to attendance figures, reached a new milestone recently – the 7.5-million-visitor mark. That’s an average of more than half-a-million visitors a year since the attraction opened in 1996.
NY SKYRIDE is located in one of the biggest tourist draws in the world for the past eighty years – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. You’ll feel the sensation of flight, as you lift off and then “fly” low over one great attraction after another. The ride is narrated by actor Kevin Bacon, a New York City resident. And you’ll get an aerial “tour” of the world’s greatest city.
“Reaching the 7.5 million mark really means something,” said Matthew Day, NY SKYRIDE’S Vice President of Business Development. “This is an attraction you won’t see anywhere else, and – combined with the fact that it’s located in the most famous building in the world – it really makes for a special experience. And while you’re ‘flying’ over New York, you can get a bird’s-eye view of thirty other attractions you may also want to explore.”
One of those attractions is about a hundred floors north of NY SKYRIDE – the Observatory of the Empire State Building. The two attractions offer a joint Combo ticket that not only gets you into both for a discounted price, but also gains you access to the “Fast Track” line for the observatory. The Fast Track allows visitors to bypass most of the regular Observatory line, which can sometimes have waits of up to three hours.
NY SKYRIDE (www.skyride.com) is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen. And it’s also proven a very big draw for local residents, as well, along with corporate, civic, and student groups that can get special rates.
###
WINSTON COMMUNICATIONS (www.winstoncommunications.com) is an award-winning public relations, marketing, and communications firm in Fort Lauderdale, FL. Its Client List includes organizations such as CitiGroup, American Airlines, Alamo Rent A Car, The Florida Panthers National Hockey League Club, and The State of Florida. Steve Winston, President of WINSTON COMMUNICATIONS, was named by “PR Week” as one of the Top Twenty Public Relations Executives in America.
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
TOP NEW YORK ATTRACTION HITS 7.5-MILLION-VISITOR MARK
New York, NY: August 30, 2010 – NY SKYRIDE, one of New York City’s top ten attractions according to attendance figures, reached a new milestone recently – the 7.5-million-visitor mark. That’s an average of more than half-a-million visitors a year since the attraction opened in 1996.
NY SKYRIDE is located in one of the biggest tourist draws in the world for the past eighty years – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. You’ll feel the sensation of flight, as you lift off and then “fly” low over one great attraction after another. The ride is narrated by actor Kevin Bacon, a New York City resident. And you’ll get an aerial “tour” of the world’s greatest city.
“Reaching the 7.5 million mark really means something,” said Matthew Day, NY SKYRIDE’S Vice President of Business Development. “This is an attraction you won’t see anywhere else, and – combined with the fact that it’s located in the most famous building in the world – it really makes for a special experience. And while you’re ‘flying’ over New York, you can get a bird’s-eye view of thirty other attractions you may also want to explore.”
One of those attractions is about a hundred floors north of NY SKYRIDE – the Observatory of the Empire State Building. The two attractions offer a joint Combo ticket that not only gets you into both for a discounted price, but also gains you access to the “Fast Track” line for the observatory. The Fast Track allows visitors to bypass most of the regular Observatory line, which can sometimes have waits of up to three hours.
NY SKYRIDE (www.skyride.com) is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen. And it’s also proven a very big draw for local residents, as well, along with corporate, civic, and student groups that can get special rates.
###
WINSTON COMMUNICATIONS (www.winstoncommunications.com) is an award-winning public relations, marketing, and communications firm in Fort Lauderdale, FL. Its Client List includes organizations such as CitiGroup, American Airlines, Alamo Rent A Car, The Florida Panthers National Hockey League Club, and The State of Florida. Steve Winston, President of WINSTON COMMUNICATIONS, was named by “PR Week” as one of the Top Twenty Public Relations Executives in America.
Wednesday, August 25, 2010
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
FORT LAUDERDALE, FL: August 25, 2010 – Winston Communications today announced a major new addition to its client roster – NY SKYRIDE, one of the top ten attractions in New York City.
NY SKYRIDE recently hit the 7.5-million-visitor mark - an average of more than half-a-million visitors a year since it opened in 1996. The attraction is located in one of the biggest tourist draws in the world – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. Visitors feel the sensation of flight, as they lift off and “fly” on an aerial tour of the world’s greatest city. The ride is narrated by actor Kevin Bacon, a New York City resident.
‘Winston Communications has a long and very successful history in the travel/tourism market,” said Steve Winston, President of the company. “For us, helping NY SKYRIDE tell its story is a natural extension of what we do. And it’s a very exciting addition to our client list – because it’s the only attraction of its kind.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen.
Winston Communications is an award-winning public relations, marketing, and communications firm that has worked with organizations such as CitiBank, American Airlines, Alamo Rent a Car, The Florida Panthers NHL Hockey Club, and The State of Florida. And it has regularly generated coverage of its clients in media such as CBS, NBC, ABC, FOX-TV, CNN, The New York Times, The Wall Street Journal, “Business Week,” “Forbes,” “Fortune,” USA Today, and The Associated Press. Steve Winston was named as one of the top twenty public relations executives in America by “PR Week.”
“Attendance figures show that we’re already one of the top ten attractions in New York,” said Matthew Day, Vice President of Business Development for NY SKYRIDE. “And now we’re going to really get our story out, with a partner that specializes in generating new business for its clients. We’re thrilled to hook up with Winston Communications.”
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
FORT LAUDERDALE, FL: August 25, 2010 – Winston Communications today announced a major new addition to its client roster – NY SKYRIDE, one of the top ten attractions in New York City.
NY SKYRIDE recently hit the 7.5-million-visitor mark - an average of more than half-a-million visitors a year since it opened in 1996. The attraction is located in one of the biggest tourist draws in the world – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. Visitors feel the sensation of flight, as they lift off and “fly” on an aerial tour of the world’s greatest city. The ride is narrated by actor Kevin Bacon, a New York City resident.
‘Winston Communications has a long and very successful history in the travel/tourism market,” said Steve Winston, President of the company. “For us, helping NY SKYRIDE tell its story is a natural extension of what we do. And it’s a very exciting addition to our client list – because it’s the only attraction of its kind.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen.
Winston Communications is an award-winning public relations, marketing, and communications firm that has worked with organizations such as CitiBank, American Airlines, Alamo Rent a Car, The Florida Panthers NHL Hockey Club, and The State of Florida. And it has regularly generated coverage of its clients in media such as CBS, NBC, ABC, FOX-TV, CNN, The New York Times, The Wall Street Journal, “Business Week,” “Forbes,” “Fortune,” USA Today, and The Associated Press. Steve Winston was named as one of the top twenty public relations executives in America by “PR Week.”
“Attendance figures show that we’re already one of the top ten attractions in New York,” said Matthew Day, Vice President of Business Development for NY SKYRIDE. “And now we’re going to really get our story out, with a partner that specializes in generating new business for its clients. We’re thrilled to hook up with Winston Communications.”
Tuesday, August 24, 2010
IS NEWS DEAD?
IS NEWS DEAD?
I’m convinced it is. Or, at least, after watching the hysterical reaction to a young woman’s recent Facebook posting, I’m convinced it’s on its death-bed.
I’ve spoken often, in this space about our preoccupation with “news” stories about the rich-and-famous…specifically, rich-and-famous athletes and movie stars and born-with-a-silver-spoon-in-their-mouths who get drunk, do drugs, get in brawls (often with their own spouses), and do a host of other really-unimportant things that somehow manage to become “news” stories. But the transformation of this recent Facebook posting into “news,” in my opinion, took the cake.
The Facebook posting to which I’m referring, of course, is the one by the young Israeli former-soldier who posted a photo of herself posing in front of a few blindfolded Palestinian prisoners.
Yes, the photo was a stupid decision by a young woman who obviously had no clue about the sensitivities involved, both human and political. Yes, the photo was offensive. Yes, it was no doubt humiliating to the prisoners. And – for sure – it does show the corrupting influence of an occupation on at least one “occupier” – if not THE “occupier.” (Although, as some have pointed out, she did not then turn around and chop off the heads of her prisoners after taking the photo, as some Islamo-terrorist groups have done.)
But, really…this is news?? This former soldier posted some disturbing photos on Facebook. She wasn’t representing her government. She wasn’t even representing her army – whose officers are justifiably pissed off at her. But have you seen any of the other stuff that young people post on Facebook? And – if you have two daughters on the site, as I do – you realize that all those initials posted by young people are actually curse-words (such as “wtf” – “What the f____k”)? You realize, as well, that the site has plenty of very suggestive photos by young women. And plenty of tasteless, inappropriate photos and comments by young men.
What is real news? Well, let’s see. Thirty million Pakistanis are homeless. The Federal budget is out of control. The war in Afghanistan is still raging (and most likely will continue to rage indefinitely). The recession is still hovering over our lives like a nightmare. Iraq, which has taken seven-and-a-half years and thousands of lives, seems anything but stable. More people lose their jobs every day. Any semblance of reasoned political discussion in our country has turned into screaming and shouting. And our political processes seem sorely corrupt. This is news! Not the social-media posting of an immature, insensitive young woman.
If this is what our “news” is coming to because of the electronic/viral influence, I’m wondering if we should really let the good ole newspaper – and the traditional ways of reporting news - die out.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
I’m convinced it is. Or, at least, after watching the hysterical reaction to a young woman’s recent Facebook posting, I’m convinced it’s on its death-bed.
I’ve spoken often, in this space about our preoccupation with “news” stories about the rich-and-famous…specifically, rich-and-famous athletes and movie stars and born-with-a-silver-spoon-in-their-mouths who get drunk, do drugs, get in brawls (often with their own spouses), and do a host of other really-unimportant things that somehow manage to become “news” stories. But the transformation of this recent Facebook posting into “news,” in my opinion, took the cake.
The Facebook posting to which I’m referring, of course, is the one by the young Israeli former-soldier who posted a photo of herself posing in front of a few blindfolded Palestinian prisoners.
Yes, the photo was a stupid decision by a young woman who obviously had no clue about the sensitivities involved, both human and political. Yes, the photo was offensive. Yes, it was no doubt humiliating to the prisoners. And – for sure – it does show the corrupting influence of an occupation on at least one “occupier” – if not THE “occupier.” (Although, as some have pointed out, she did not then turn around and chop off the heads of her prisoners after taking the photo, as some Islamo-terrorist groups have done.)
But, really…this is news?? This former soldier posted some disturbing photos on Facebook. She wasn’t representing her government. She wasn’t even representing her army – whose officers are justifiably pissed off at her. But have you seen any of the other stuff that young people post on Facebook? And – if you have two daughters on the site, as I do – you realize that all those initials posted by young people are actually curse-words (such as “wtf” – “What the f____k”)? You realize, as well, that the site has plenty of very suggestive photos by young women. And plenty of tasteless, inappropriate photos and comments by young men.
What is real news? Well, let’s see. Thirty million Pakistanis are homeless. The Federal budget is out of control. The war in Afghanistan is still raging (and most likely will continue to rage indefinitely). The recession is still hovering over our lives like a nightmare. Iraq, which has taken seven-and-a-half years and thousands of lives, seems anything but stable. More people lose their jobs every day. Any semblance of reasoned political discussion in our country has turned into screaming and shouting. And our political processes seem sorely corrupt. This is news! Not the social-media posting of an immature, insensitive young woman.
If this is what our “news” is coming to because of the electronic/viral influence, I’m wondering if we should really let the good ole newspaper – and the traditional ways of reporting news - die out.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Thursday, July 29, 2010
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
NEWS FROM WINSTON COMMUNICATIONS
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
www.winstoncommunications.com
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
FORT LAUDERDALE, FL: July 29, 2010 – Winston Communications today announced a major new addition to its client roster – NY SKYRIDE, one of the top ten attractions in New York City.
NY SKYRIDE recently hit the 7.5-million-visitor mark - an average of more than half-a-million visitors a year since it opened in 1996. The attraction is located in one of the biggest tourist draws in the world – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. Visitors feel the sensation of flight, as they lift off and “fly” on an aerial tour of the world’s greatest city. The ride is narrated by actor Kevin Bacon, a New York City resident.
‘Winston Communications has a long and very successful history in the travel/tourism market,” said Steve Winston, President of the company. “For us, helping NY SKYRIDE tell its story is a natural extension of what we do. And it’s a very exciting addition to our client list – because it’s the only attraction of its kind.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen.
Winston Communications is an award-winning public relations, marketing, and communications firm that has worked with organizations such as Citibank, American Airlines, Alamo Rent a Car, The Florida Panthers NHL Hockey Club, and The State of Florida. And it has regularly generated coverage of its clients in media such as CBS, NBC, ABC, FOX-TV, CNN, The New York Times, The Wall Street Journal, “Business Week,” “Forbes,” “Fortune,” USA Today, and The Associated Press. Steve Winston was named as one of the top twenty public relations executives in America by “PR Week.”
“Attendance figures show that we’re already one of the top ten attractions in New York,” said Matthew Day, Vice President of Business Development for NY SKYRIDE. “And now we’re going to really get our story out, with a partner that specializes in generating new business for its clients. We’re thrilled to hook up with Winston Communications.”
CONTACT: Steve Winston
President, WINSTON COMMUNICATIONS
(954) 575-4089
steve@winstoncommunications.com
www.winstoncommunications.com
WINSTON COMMUNICATIONS SIGNS MAJOR NEW CLIENT
FORT LAUDERDALE, FL: July 29, 2010 – Winston Communications today announced a major new addition to its client roster – NY SKYRIDE, one of the top ten attractions in New York City.
NY SKYRIDE recently hit the 7.5-million-visitor mark - an average of more than half-a-million visitors a year since it opened in 1996. The attraction is located in one of the biggest tourist draws in the world – the Empire State Building. And it takes visitors on the most unusual ride in New York City – up, up, and away, over the Big Apple, while never leaving the ground. It’s a virtual helicopter tour of the city, from the comfort of a seat on the second floor of the world’s most famous building. Visitors feel the sensation of flight, as they lift off and “fly” on an aerial tour of the world’s greatest city. The ride is narrated by actor Kevin Bacon, a New York City resident.
‘Winston Communications has a long and very successful history in the travel/tourism market,” said Steve Winston, President of the company. “For us, helping NY SKYRIDE tell its story is a natural extension of what we do. And it’s a very exciting addition to our client list – because it’s the only attraction of its kind.”
NY SKYRIDE is New York’s only virtual aerial simulator, and it’s one of only a few New York attractions that also serves as a tourist guide to the city. This “aerial” swing over the streets of the Big Apple utilizes digital technology, moving platforms, and an 18-foot-screen.
Winston Communications is an award-winning public relations, marketing, and communications firm that has worked with organizations such as Citibank, American Airlines, Alamo Rent a Car, The Florida Panthers NHL Hockey Club, and The State of Florida. And it has regularly generated coverage of its clients in media such as CBS, NBC, ABC, FOX-TV, CNN, The New York Times, The Wall Street Journal, “Business Week,” “Forbes,” “Fortune,” USA Today, and The Associated Press. Steve Winston was named as one of the top twenty public relations executives in America by “PR Week.”
“Attendance figures show that we’re already one of the top ten attractions in New York,” said Matthew Day, Vice President of Business Development for NY SKYRIDE. “And now we’re going to really get our story out, with a partner that specializes in generating new business for its clients. We’re thrilled to hook up with Winston Communications.”
Tuesday, March 9, 2010
MY '73 TOYOTA
It was one of my first cars. I bought it used, probably around 1977. I have no recollection of from whom I bought it, or under what circumstances.
It was white…well, more like cream, especially when you considered the ground-in dirt all over it. And the interior was one piece of creaky plastic after another. Yet, it was sort of cool, in a not-too-long-out-of-college, see-my-still-unusual-car sort of way. It was Japanese. No one – including me – had any pretensions that this Toyota Corolla was a “good” car. That it was solid. Or that it would last. Toyota, in those days, was still a long way from that status. But this little car served its purpose. It would get me where I had to go. And it would do so without costing me an arm and a leg for gas.
I remembered, when I had bought it, the stories my fifth-grade teacher had told us about “Made in USA.” He had related the story that, in the depths of a thousand miles of rubble after World War II, Japan needed to devise a way to stimulate its destroyed economy. And the best way to do that was to develop a market for its products in America. So they built a new town, called it Usa, and began stamping everything – from cars to push-pins – with “Made in USA.” I never found out if it was really true. But, to us, it was a hell of a story.
In fact, in those days, you didn’t see a hell of a lot of Toyotas on the road. My Dad, a World War II veteran who landed at Normandy and was wounded in Germany, was less than thrilled at my purchase of a Japanese car. And my uncle, who had fought the Japanese all through the Pacific, and had come home from Iwo Jima with a captured Japanese rifle and bayonet, was even less thrilled.
Most Americans don’t even know that the Japanese eventually learned to make quality products – including cars – from an American businessman and industrialist named W. Edwards Deming. After the war, Deming had been asked by the American government to go to Japan and help re-build the Japanese manufacturing sector, by teaching them American production methods and operations systems. And Deming taught them so well that they eventually, of course, passed us in the production of highly-reliable and quality automobiles.
So – like anyone else who once drove a Toyota, and who has admired the product even after he never drove one again – I’m disappointed and disillusioned by the betrayal of the public trust by a once-great company. How quickly, these days, the mighty can fall. And, like many people, I’m willing to cut Toyota a bit of slack for the problems with their cars. But I’m not sure I can ever forgive the apparent deceptions and story-spinning by a once-beloved company that seems to have put profits above people.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
(954) 575-4089
It was white…well, more like cream, especially when you considered the ground-in dirt all over it. And the interior was one piece of creaky plastic after another. Yet, it was sort of cool, in a not-too-long-out-of-college, see-my-still-unusual-car sort of way. It was Japanese. No one – including me – had any pretensions that this Toyota Corolla was a “good” car. That it was solid. Or that it would last. Toyota, in those days, was still a long way from that status. But this little car served its purpose. It would get me where I had to go. And it would do so without costing me an arm and a leg for gas.
I remembered, when I had bought it, the stories my fifth-grade teacher had told us about “Made in USA.” He had related the story that, in the depths of a thousand miles of rubble after World War II, Japan needed to devise a way to stimulate its destroyed economy. And the best way to do that was to develop a market for its products in America. So they built a new town, called it Usa, and began stamping everything – from cars to push-pins – with “Made in USA.” I never found out if it was really true. But, to us, it was a hell of a story.
In fact, in those days, you didn’t see a hell of a lot of Toyotas on the road. My Dad, a World War II veteran who landed at Normandy and was wounded in Germany, was less than thrilled at my purchase of a Japanese car. And my uncle, who had fought the Japanese all through the Pacific, and had come home from Iwo Jima with a captured Japanese rifle and bayonet, was even less thrilled.
Most Americans don’t even know that the Japanese eventually learned to make quality products – including cars – from an American businessman and industrialist named W. Edwards Deming. After the war, Deming had been asked by the American government to go to Japan and help re-build the Japanese manufacturing sector, by teaching them American production methods and operations systems. And Deming taught them so well that they eventually, of course, passed us in the production of highly-reliable and quality automobiles.
So – like anyone else who once drove a Toyota, and who has admired the product even after he never drove one again – I’m disappointed and disillusioned by the betrayal of the public trust by a once-great company. How quickly, these days, the mighty can fall. And, like many people, I’m willing to cut Toyota a bit of slack for the problems with their cars. But I’m not sure I can ever forgive the apparent deceptions and story-spinning by a once-beloved company that seems to have put profits above people.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
(954) 575-4089
Tuesday, February 9, 2010
POWERPOINT VS. TALKING POINTS
I probably own the title of "The Most Speeches Given Without Using PowerPoint," because I've spoken at meetings and events at least a hundred times - and I've never used it.
If you want to engage people, you don't use a stale computer program and elementary handouts that insult their intelligence.
You talk with them (not at – or even to - them).
You take the time to look them in the eye - as many of them as you can.
You connect with them...not only intellectually, but also emotionally.
You get them involved on some level, so they're emotionally invested in your presentation.
You present them with practical, actionable advice...advice they can use to be more efficient and more productive in their work and in their lives.
You tell stories. Because - still - people love a good story. A story to which they can relate. And a story that touches them.
You come off as excited and enthusiastic about your subject (hopefully you really are!)...because then your audience will be.
You speak in a conversational tone - because then they're more likely to hear what you're saying.
I could go on and on with more "talking” points. I won't. But if I decided to, you can be sure they’ll be “talking” points. Not PowerPoints.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
If you want to engage people, you don't use a stale computer program and elementary handouts that insult their intelligence.
You talk with them (not at – or even to - them).
You take the time to look them in the eye - as many of them as you can.
You connect with them...not only intellectually, but also emotionally.
You get them involved on some level, so they're emotionally invested in your presentation.
You present them with practical, actionable advice...advice they can use to be more efficient and more productive in their work and in their lives.
You tell stories. Because - still - people love a good story. A story to which they can relate. And a story that touches them.
You come off as excited and enthusiastic about your subject (hopefully you really are!)...because then your audience will be.
You speak in a conversational tone - because then they're more likely to hear what you're saying.
I could go on and on with more "talking” points. I won't. But if I decided to, you can be sure they’ll be “talking” points. Not PowerPoints.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Monday, February 1, 2010
SNUGGIES: THE ULTIMATE VIRAL PHENOMENON
A couple of weeks ago, my high-school-freshman daughter had finals, and I had to take her to school and pick her up.
One day, as I sat in the car and waited for her, I was particularly amused at the variety of outfits worn by the students as they entered or left their exam rooms. We live in Florida. And, here, we not only have very broad “dress codes,” but it’s also hot as hell a good deal of the time. Accordingly, many – if not most – of the boys show up in long, baggy shorts. And many of the girls – including my daughter Alyssa - go to school in sandals.
There were other styles, as well, of course. The jocks were easy to tell, by their school sweatshirts and their form-fitting t-shirts. There was an occasional “beach boy” or girl. An occasional “Goth,” dressed all in black. There was even one kid who looked a bit like Count Dracula, with whitened face, long black coat, and broad-brimmed black hat.
But what caught my eye the most were the Snuggies (“as seen on TV!”). First, one. Then, another. And after a while I noticed that, at least at my daughter’s school, Snuggies were a popular form of dress.
Come on…you know “Snuggies.” Anyone who’s ever watched a bad TV movie or a ballgame knows “Snuggies.” They’re the “blanket with sleeves” that you can wear while reading at home on the sofa, or “while cheering at a foot ball game.” (I always wonder where they found the “actress” who’s shown cheering.)
Anyway, when my daughter got into the car, I asked her about kids wearing Snuggies to school. And she gave the answer that, to this day, still makes parents of teenagers cringe: “Everybody’s doing it.”
Actually, she’s not all that far from the truth. This strange-looking product with the doofy commercial has actually been a runaway-seller – to the tune of twenty million. You heard me right. Twenty million.
In simple terms, that means one of every fifteen Americans is wearing them.
Now, I’m sure plenty of teenagers – who are at least as prone to watch bad TV movies as the rest of us - have seen the TV ad. But, according to my daughter, the Snuggies phenomenon at her school is the result of viral marketing…in this case, kids seeing other kids wearing them.
It apparently doesn’t matter that Snuggies are somewhat uncomfortable. Reviews have claimed that the open back is awkward. That the sleeves are often too long or too short, and that they, too, are uncomfortable. And that the product is somewhat difficult to walk in (which could be a real problem if you’re cheering at that football game). And it doesn’t matter, apparently, that many people who see the commercial have the same reaction I do: “They’ve got to be kidding!”
None of this matters to the kids wearing them. They think it’s “cool.” And we all remember the power of that word when you’re in high school.
When you think about it, Snuggies are the ultimate marketing phenomenon. And the proof that viral marketing is – just as it was when I was in high school, although we just called it “word-of-mouth” then – actually a timeless method of influencing an audience.
Twenty million!
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
One day, as I sat in the car and waited for her, I was particularly amused at the variety of outfits worn by the students as they entered or left their exam rooms. We live in Florida. And, here, we not only have very broad “dress codes,” but it’s also hot as hell a good deal of the time. Accordingly, many – if not most – of the boys show up in long, baggy shorts. And many of the girls – including my daughter Alyssa - go to school in sandals.
There were other styles, as well, of course. The jocks were easy to tell, by their school sweatshirts and their form-fitting t-shirts. There was an occasional “beach boy” or girl. An occasional “Goth,” dressed all in black. There was even one kid who looked a bit like Count Dracula, with whitened face, long black coat, and broad-brimmed black hat.
But what caught my eye the most were the Snuggies (“as seen on TV!”). First, one. Then, another. And after a while I noticed that, at least at my daughter’s school, Snuggies were a popular form of dress.
Come on…you know “Snuggies.” Anyone who’s ever watched a bad TV movie or a ballgame knows “Snuggies.” They’re the “blanket with sleeves” that you can wear while reading at home on the sofa, or “while cheering at a foot ball game.” (I always wonder where they found the “actress” who’s shown cheering.)
Anyway, when my daughter got into the car, I asked her about kids wearing Snuggies to school. And she gave the answer that, to this day, still makes parents of teenagers cringe: “Everybody’s doing it.”
Actually, she’s not all that far from the truth. This strange-looking product with the doofy commercial has actually been a runaway-seller – to the tune of twenty million. You heard me right. Twenty million.
In simple terms, that means one of every fifteen Americans is wearing them.
Now, I’m sure plenty of teenagers – who are at least as prone to watch bad TV movies as the rest of us - have seen the TV ad. But, according to my daughter, the Snuggies phenomenon at her school is the result of viral marketing…in this case, kids seeing other kids wearing them.
It apparently doesn’t matter that Snuggies are somewhat uncomfortable. Reviews have claimed that the open back is awkward. That the sleeves are often too long or too short, and that they, too, are uncomfortable. And that the product is somewhat difficult to walk in (which could be a real problem if you’re cheering at that football game). And it doesn’t matter, apparently, that many people who see the commercial have the same reaction I do: “They’ve got to be kidding!”
None of this matters to the kids wearing them. They think it’s “cool.” And we all remember the power of that word when you’re in high school.
When you think about it, Snuggies are the ultimate marketing phenomenon. And the proof that viral marketing is – just as it was when I was in high school, although we just called it “word-of-mouth” then – actually a timeless method of influencing an audience.
Twenty million!
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Wednesday, January 20, 2010
TYLENOL THEN, JOHNSON & JOHNSON NOW
As I sat in a doctor’s office a few weeks ago, I couldn’t help but notice the parade of well-dressed, attractive young businesspeople who entered every twenty minutes or so, each carrying a briefcase.
And though each of them tried to speak very softly to the receptionist – obviously in the hopes that the waiting patients wouldn’t hear – we did hear. The brief conversations always involved a new “must-have” product or tool (medical or administrative). And they always began and ended with an invitation to lunch from the briefcase-carrier to the doctor or his nurses or staff.
As I watched the other people in the waiting room that day, I could see that they – we – were all thinking the same thing: There’s something very uncomfortable about this process. (Particularly if you’re aware that, quite often, the incentives are a hell of a lot bigger than a free lunch.)
When I read about Johnson & Johnson being accused of dragging its feet on recalling products that smelled moldy from possibly-tainted wooden pallets (and that had made some people sick), I couldn’t help thinking about the doctor’s office. And when I read the complaint accusing J&J of paying millions of dollars in kickbacks to Omnicare, a company that sells drugs to nursing homes, it sickened me. This money was (allegedly!) paid in the hopes of getting Omnicare to persuade nursing homes to use J&J medicines on our most vulnerable patients. And I thought about the doctor’s office again.
Johnson & Johnson owns the Tylenol brand. And, for those of us in the Public Relations business who are old enough to remember the early-eighties, Tylenol remains the symbol of the greatest crisis-communications response ever.
In 1982, seven people around the country died from Tylenol that had been intentionally tainted with poison, and thousands of others were sickened, some very seriously. Obviously, the company was not to blame; some sociopath was.
Yet, the company responded in a way that I still use to teach PR students the best response to a corporate crisis. Tylenol took every bottle of its products off the shelves…in the entire country. In every drug store. Every supermarket. Every convenience store. In the country.
Tylenol showed tremendous sensitivity in the face of this crisis. It encouraged its executives to speak openly to the media. And they did, in heartfelt ways, expressing obvious heartbreak about the deaths and sickness, concern for their employees and the stores that carried their product…and a determination to learn something from the incident.
Tylenol’s response had been immediate, not waffling. The response was “up-front” – there were no “no comments,” no committees that would have to study the problem for 60 days. And – in what seems an increasingly nostalgic episode in today’s world – the company actually put people above profits.
Next time you open a bottle from the drugstore, and read the label about not using the product if the bottle has been “tampered” with, you can thank Tylenol. Because they were the ones who pioneered this concept, in response to the poisoning tragedy.
I couldn’t help but think of the 1982 Tylenol incident as I read about Johnson & Johnson’s (alleged!!) cover-ups and kickbacks. And I couldn’t help but think of the doctor’s office.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
And though each of them tried to speak very softly to the receptionist – obviously in the hopes that the waiting patients wouldn’t hear – we did hear. The brief conversations always involved a new “must-have” product or tool (medical or administrative). And they always began and ended with an invitation to lunch from the briefcase-carrier to the doctor or his nurses or staff.
As I watched the other people in the waiting room that day, I could see that they – we – were all thinking the same thing: There’s something very uncomfortable about this process. (Particularly if you’re aware that, quite often, the incentives are a hell of a lot bigger than a free lunch.)
When I read about Johnson & Johnson being accused of dragging its feet on recalling products that smelled moldy from possibly-tainted wooden pallets (and that had made some people sick), I couldn’t help thinking about the doctor’s office. And when I read the complaint accusing J&J of paying millions of dollars in kickbacks to Omnicare, a company that sells drugs to nursing homes, it sickened me. This money was (allegedly!) paid in the hopes of getting Omnicare to persuade nursing homes to use J&J medicines on our most vulnerable patients. And I thought about the doctor’s office again.
Johnson & Johnson owns the Tylenol brand. And, for those of us in the Public Relations business who are old enough to remember the early-eighties, Tylenol remains the symbol of the greatest crisis-communications response ever.
In 1982, seven people around the country died from Tylenol that had been intentionally tainted with poison, and thousands of others were sickened, some very seriously. Obviously, the company was not to blame; some sociopath was.
Yet, the company responded in a way that I still use to teach PR students the best response to a corporate crisis. Tylenol took every bottle of its products off the shelves…in the entire country. In every drug store. Every supermarket. Every convenience store. In the country.
Tylenol showed tremendous sensitivity in the face of this crisis. It encouraged its executives to speak openly to the media. And they did, in heartfelt ways, expressing obvious heartbreak about the deaths and sickness, concern for their employees and the stores that carried their product…and a determination to learn something from the incident.
Tylenol’s response had been immediate, not waffling. The response was “up-front” – there were no “no comments,” no committees that would have to study the problem for 60 days. And – in what seems an increasingly nostalgic episode in today’s world – the company actually put people above profits.
Next time you open a bottle from the drugstore, and read the label about not using the product if the bottle has been “tampered” with, you can thank Tylenol. Because they were the ones who pioneered this concept, in response to the poisoning tragedy.
I couldn’t help but think of the 1982 Tylenol incident as I read about Johnson & Johnson’s (alleged!!) cover-ups and kickbacks. And I couldn’t help but think of the doctor’s office.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Wednesday, January 13, 2010
MARK McGWIRE'S DOG-AND-PONY SHOW
Here we go again.
Last week it was basketball’s Gilbert Arenas brandishing his six-shooter in the locker room. The week before it was football’s Plaxico Burress, receiving a prison sentence for his own private little shoot-out (with himself). The week before that it was golf’s Tiger Woods for his extra-marital escapades. The week before that…who the hell can remember?
Now, of course, baseball’s back in the news, with former home-run “King” Mark McGwire (at least, until his title was taken away by another reputed steroid-user) making the media rounds to “come clean” about his own steroid-use…and his years of denying it. (Of course, it’s just mere coincidence that McGwire’s about to start a new job as a coach for his old team, the St. Louis Cardinals, and could have expected a white-hot media grilling had he not “come clean” before then.)
McGwire’s been crying on TV. He’s apologized to pretty much everybody in America…his family, his fans, his friends, the city of St. Louis, his old teammates, Major League Baseball, the Commissioner of Baseball, etc.
It’s fitting, in a way, that Mark McGwire’s becoming a coach. Because he’s got one of the best PR coaches in the business – former Bush White House spokesman Ari Fleischer and his crisis communications firm – coaching him through all this.
I saw Mark McGwire cry yesterday on ESPN. But I’m not sure these are not crocodile tears; the man’s been guilty of – at the very least – evasion, for years. I heard him say today that he had good years without taking steroids, and bad years while taking steroids. Again, hard to believe, since his greatest years – 1997-1999 – were apparently at the peak of his steroid use. And that brings to mind another question: If he did, indeed, have some bad years while using steroids…why did he continue using them?
To me, the whole thing has been scripted better than any Broadway play. It's the same old story. Everybody's sorry afterward...when it's easy to be sorry, and easy to apologize. As for McGwire, he's already evaded the truth for years. So why would I believe he's sincere now?
Actually, I think the one-week-blitz media confessional may indeed be an idea that's here to stay...but not because it's a good model. The way things are today with sports stars, it's a pretty good bet another one will be caught cheating on his wife, or doing drugs, or brandishing guns (or pulling a Plaxico Burress and shooting himself) in the next week or so...to be followed by another scripted "apology."
And then McGwire's dog-and-pony show will instantly become old news.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Last week it was basketball’s Gilbert Arenas brandishing his six-shooter in the locker room. The week before it was football’s Plaxico Burress, receiving a prison sentence for his own private little shoot-out (with himself). The week before that it was golf’s Tiger Woods for his extra-marital escapades. The week before that…who the hell can remember?
Now, of course, baseball’s back in the news, with former home-run “King” Mark McGwire (at least, until his title was taken away by another reputed steroid-user) making the media rounds to “come clean” about his own steroid-use…and his years of denying it. (Of course, it’s just mere coincidence that McGwire’s about to start a new job as a coach for his old team, the St. Louis Cardinals, and could have expected a white-hot media grilling had he not “come clean” before then.)
McGwire’s been crying on TV. He’s apologized to pretty much everybody in America…his family, his fans, his friends, the city of St. Louis, his old teammates, Major League Baseball, the Commissioner of Baseball, etc.
It’s fitting, in a way, that Mark McGwire’s becoming a coach. Because he’s got one of the best PR coaches in the business – former Bush White House spokesman Ari Fleischer and his crisis communications firm – coaching him through all this.
I saw Mark McGwire cry yesterday on ESPN. But I’m not sure these are not crocodile tears; the man’s been guilty of – at the very least – evasion, for years. I heard him say today that he had good years without taking steroids, and bad years while taking steroids. Again, hard to believe, since his greatest years – 1997-1999 – were apparently at the peak of his steroid use. And that brings to mind another question: If he did, indeed, have some bad years while using steroids…why did he continue using them?
To me, the whole thing has been scripted better than any Broadway play. It's the same old story. Everybody's sorry afterward...when it's easy to be sorry, and easy to apologize. As for McGwire, he's already evaded the truth for years. So why would I believe he's sincere now?
Actually, I think the one-week-blitz media confessional may indeed be an idea that's here to stay...but not because it's a good model. The way things are today with sports stars, it's a pretty good bet another one will be caught cheating on his wife, or doing drugs, or brandishing guns (or pulling a Plaxico Burress and shooting himself) in the next week or so...to be followed by another scripted "apology."
And then McGwire's dog-and-pony show will instantly become old news.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
Tuesday, January 5, 2010
COULD PR HAVE SAVED SAAB?
As I drove home from the dealer that day, some years back, I couldn’t believe the magnificent machine at whose controls I was sitting was really mine.
I had dreamed about owning a Saab since I was in my late-teens. While my buddies at the 7-11 would fantasize about Camaros and Chevelle Super Sports (both of which I actually ended up owning), I was somehow taken by the quirky lines and strange shape of this mysterious import from Sweden. It turned out that you either hated the Saab (my buddies) or loved it (me).
Yes, its unusual lines were antithetical to the sleek lines of the American muscle cars of those days. And, yes, the people sitting behind the wheels of Saabs were – let’s face it – sort of dorky, often with horn-rimmed glasses and tousled hair (whether male or female) and, perhaps, somewhat “intellectual” and a bit strange. But I didn’t care.
I loved that car from the first time I saw it. To me, those weird, curvy slopes and angles were cool. I thought the Saab was “funky” before anyone I knew had even muttered the word. And I was thrilled as, during the late-nineties and early part of this decade, the car took on some sleeker, racier lines, while still (I thought) managing to preserve everything that was quirky and wonderful about it.
As it turned out, however, not a lot of other people ever loved the car. And eventually, during the past few years, hardly anyone loved it. At one point last year, American car dealers were selling less than a thousand Saabs a month.
Now Saab is closing up shop, orphaned by the Swedish government, a potential suitor from Holland, and its Ford corporate parent. And I’m very sad. Because the jet-black Saab I owned until seven years ago was the best car I’ve ever had.
When I turned the key and the engine emitted that low, throaty roar, I was in paradise. When I cruised at unbelievable speeds along the highways (only on very long drives!), I was thrilled. When I rubbed my hands on the wood along the dashboard and near the seat handles, I was thrilled. When I raced around country roads as if the car was attached to them, I was thrilled. And when I looked at (and fooled around with) the dashboard – which was the closest thing to a jet cockpit I had ever seen – I was thrilled. (Saab, after all, started out as an aircraft company. And the company still makes planes for the Swedish air force, as well as commercial jets that see service in many countries, including ours.)
In what other car, for instance, did your radio automatically reset to the stations in a distant city to which you had driven? In what other car could you have a station pre-set to the local National Weather Service station, so that you could be warned of natural disasters that might be occurring ahead of you? And in what other car was the ignition key located on the console, instead of the steering wheel?
Now it’s gone. But, as a public relations professional, I always wondered a bit about Saab’s PR approaches. I always wondered why, for instance, they constantly seemed to be appealing to a “hip” audience that loved racy-looking cars, rather than the core audience that had loved the car for so long. I always wondered why they didn’t make their perceived weaknesses into strengths.
I always wondered why, for instance, they didn’t publicize the car’s classically-funky lines, instead of making those lines “sleeker,” like everyone else. I always wondered why they didn’t promote the car’s “funky” factor, instead of using the same promo lines everyone else was using. Why weren’t Saab’s marketing campaigns aimed at the people who had loved the car in the first place?
Why wasn’t the car promoted for the things it did well, instead of pushed with sleek ads as if it were like every other car? For example, why didn’t the company run ads noting that the police department in Vail, Colorado – one of the wealthiest towns in America – used Saabs? (As one officer told me, “That thing takes a mountain like it was born to run. Incredible speed. And it hugs those curves. On these roads, nobody can outrun us.”)
Would these strategies – pitching to the choir, instead of commoditizing the product – have ultimately saved Saab? I doubt it. Increasingly, in today’s world, “mass appeal” survives, while niche products often don’t. But at least the car would have stayed true to its principles.
I must really like Swedish cars…because I now own another one. But there’ll never be another Saab.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
(954) 575-4089
I had dreamed about owning a Saab since I was in my late-teens. While my buddies at the 7-11 would fantasize about Camaros and Chevelle Super Sports (both of which I actually ended up owning), I was somehow taken by the quirky lines and strange shape of this mysterious import from Sweden. It turned out that you either hated the Saab (my buddies) or loved it (me).
Yes, its unusual lines were antithetical to the sleek lines of the American muscle cars of those days. And, yes, the people sitting behind the wheels of Saabs were – let’s face it – sort of dorky, often with horn-rimmed glasses and tousled hair (whether male or female) and, perhaps, somewhat “intellectual” and a bit strange. But I didn’t care.
I loved that car from the first time I saw it. To me, those weird, curvy slopes and angles were cool. I thought the Saab was “funky” before anyone I knew had even muttered the word. And I was thrilled as, during the late-nineties and early part of this decade, the car took on some sleeker, racier lines, while still (I thought) managing to preserve everything that was quirky and wonderful about it.
As it turned out, however, not a lot of other people ever loved the car. And eventually, during the past few years, hardly anyone loved it. At one point last year, American car dealers were selling less than a thousand Saabs a month.
Now Saab is closing up shop, orphaned by the Swedish government, a potential suitor from Holland, and its Ford corporate parent. And I’m very sad. Because the jet-black Saab I owned until seven years ago was the best car I’ve ever had.
When I turned the key and the engine emitted that low, throaty roar, I was in paradise. When I cruised at unbelievable speeds along the highways (only on very long drives!), I was thrilled. When I rubbed my hands on the wood along the dashboard and near the seat handles, I was thrilled. When I raced around country roads as if the car was attached to them, I was thrilled. And when I looked at (and fooled around with) the dashboard – which was the closest thing to a jet cockpit I had ever seen – I was thrilled. (Saab, after all, started out as an aircraft company. And the company still makes planes for the Swedish air force, as well as commercial jets that see service in many countries, including ours.)
In what other car, for instance, did your radio automatically reset to the stations in a distant city to which you had driven? In what other car could you have a station pre-set to the local National Weather Service station, so that you could be warned of natural disasters that might be occurring ahead of you? And in what other car was the ignition key located on the console, instead of the steering wheel?
Now it’s gone. But, as a public relations professional, I always wondered a bit about Saab’s PR approaches. I always wondered why, for instance, they constantly seemed to be appealing to a “hip” audience that loved racy-looking cars, rather than the core audience that had loved the car for so long. I always wondered why they didn’t make their perceived weaknesses into strengths.
I always wondered why, for instance, they didn’t publicize the car’s classically-funky lines, instead of making those lines “sleeker,” like everyone else. I always wondered why they didn’t promote the car’s “funky” factor, instead of using the same promo lines everyone else was using. Why weren’t Saab’s marketing campaigns aimed at the people who had loved the car in the first place?
Why wasn’t the car promoted for the things it did well, instead of pushed with sleek ads as if it were like every other car? For example, why didn’t the company run ads noting that the police department in Vail, Colorado – one of the wealthiest towns in America – used Saabs? (As one officer told me, “That thing takes a mountain like it was born to run. Incredible speed. And it hugs those curves. On these roads, nobody can outrun us.”)
Would these strategies – pitching to the choir, instead of commoditizing the product – have ultimately saved Saab? I doubt it. Increasingly, in today’s world, “mass appeal” survives, while niche products often don’t. But at least the car would have stayed true to its principles.
I must really like Swedish cars…because I now own another one. But there’ll never be another Saab.
Steve Winston
President, WINSTON COMMUNICATIONS
www.winstoncommunications.com
steve@winstoncommunications.com
(954) 575-4089
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