Fizz is a word of mouth marketing agency based in Atlanta, Georgia. Our goal at Fizz is to help you build your brand. Our focus is simple to identify the customers and potential customers most likely to talk about your brand (we call these people influencers) and then use creative tactics to encourage communication. We call this “Influencer Marketing” and it is the most effective technique available to you for growing your brand.
Influencer Marketing includes tactics such as evangelist, viral, grassroots and seeding, to name a few. Although these may seem like buzzwords, each is a distinct tactic that has its proper time and place. They are often used together to create great stories about your brand that people will want to share with one another over an extended period of time.
All Influencer Marketing techniques are based on the concepts of customer satisfaction, two-way dialog and transparent communications. The basic elements are:
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Fizz has in-house strategic, creative and executional staff making Fizz a one stop shop for all aspects of a successful word of mouth campaign.
We also monitor in real-time, which allows us to modify tactics on an ongoing basis as needed.
We work in four distinct stages; Focus, Design, Delivery and Report. Each is outlined below. Our process is designed to be modular, so if you have already completed one of our steps, we’re ready to seamlessly meet your needs without having to charge you for work that you have already done.
Focus: Planning Stage
The purpose of this is to familiarize Fizz with all current business plans and information regarding brand(s). Then Fizz facilitates a meeting or series of calls based on a set of questions designed to elicit spontaneous conversation.
The purpose of this stage is to also understand what every brand audience group is feeling about a specific product/brand. Amongst the audiences and various meetings, a format that Fizz uses to elicit information is much like a “chat”. Based on the findings, we prepare a Brand Brief to act as a backgrounder informing the Fizz creative team.
Design: Campaign Development Stage
The Fizz team gathers for an efficient free-form session that honors all ideas. As the session progresses, there is a natural, organic shape that quickly gels to form a roadmap for the Campaign. That roadmap is also a result of our unique methodology, which allows for the development of a brand story over multiple audiences. Overarching strategic questions include:
Fizz delivers the results of the internal creative sessions to the client in the form of a Formula. This is a high level outline divided into specific sections that represent the key components of a Campaign. The Formula will include:
Delivery: Execution Stage Many events are triggered when Fizz launches a Campaign. Fizz communicates with Influencers, sends out Formula Kits, the message starts spreading, performance measures are received and the Client receives Reports. The major components of a Campaign are:
Report: Reporting Stage
Word of Mouth Marketing (WOMM) is right for your brand if your brand has a story such that once people learn it, they will want to share it with others. WOMM is especially effective when it comes to newer brands, challenger brands, brands that could create a whole new category and brands with a great deal of latent equity.
The founder and CEO of Fizz, Ted Wright has been at the forefront of word of mouth marketing since he helped re-ignite the Pabst Blue Ribbon brand in 2000. Ted leads his team of word of mouth marketing professionals from Fizz’s offices in Atlanta. Ted is most proud of his team’s ability to consistently deliver triple digit ROI on its clients’ marketing investments.
Over the last decade, Fizz has become a global leader in word of mouth marketing with clients on every continent. Enjoying the status of “go to” agency for successful CMOs in the beverage, high-tech, entertainment, hospitality and CPG segments, Ted and his team at Fizz have been honored for their work with a variety of awards and the occasional bomb threat. They take neither seriously. A 15 year marketing veteran and an alumnus of Booz Allen & Hamilton, Ted also holds an MBA with honors from The University of Chicago, enjoys great bourbon and drives too fast.
Judi Friedman is Fizz's Sr. Vice President. One of the most dynamic women in marketing today, Judi has worked with everyone from HBO to IBM. As the former VP of One-to-One Marketing at Three she has years of experience in both digital and WOM marketing for global players in energy, high tech and CPG. Judi seems to be everywhere advising a series of tech start ups while also raising a family and contributing to the wider world.
Judi is also a committed environmentalist and lover of fine tequila. Next time you are at the Fizz offices stop by and introduce yourself to Judi. She has her own balcony and a lovely view of the dogwood trees.
Sasha Rionda is Fizz's Vice President of Mexico and Latin America. When it comes to being able to recognize, create and communicate a story, no one on the Fizz staff is better qualified than Sasha Rionda. A native of Mexico City and born of Swiss and Mexican parents, Sasha has traveled the world, covering stories for CNN. From interviewing Vicente Fox to covering the Oscars, Sasha has a great nose for a story and the the innate ability to bring it alive for an audience.
A notable actress since she was a young child, Sasha has taken all of these talents and become one of the premier word of mouth marketers in the Spanish speaking world. Fluent in Spanish, French and English, Sasha heads all of Fizz's efforts through out Latin America.
Leonard W. Ross, III who just goes by “Ross” is the Director of Operations at Fizz. Ross brings his years of experience in event marketing, strategy and project management to Fizz. His professional career began as an entrepreneur while attending Morehouse College producing events around the city. He later moved to New York and started managing mobile marketing tours for Nintendo and Tommy Hilfiger. Ross also has agency experience in account management and experiential marketing; having executed major events and mobile marketing tours for the US Army, Nascar, NHRA, And 1 and Allstate over the last 10 years.
When he’s done with the “honey do” list and playing with the kids, Ross enjoys building furniture and sipping a cold beer. Very slowly.
Tanya Fraser is an honors graduate of Georgia State University and currently runs Digital Operations for Fizz. Tanya has years of experience in marketing campaigns at all stages from guerrilla to on-air. Deeply moved by the likes of The Anatomy of Buzz and The Influentials, she has found her home working with the wonders of Word of Mouth Marketing. She loves French and the fine arts and has acted professionally for years including a stint in Atlanta's longest running show, Peachtree Battle. Tanya's beverage of choice is cranberry juice.
Vanessa, a.k.a. "Vee," is a Fizz Program Manager. Vanessa has worked in the retail, restaurant, telecommunications and sports marketing industries. She brings a breadth of experience from her work on the client side in product development, management and marketing, as well as agency experience in strategy and account management, promotion, direct marketing and interactive with clients like Bellsouth, Church's Chicken, ESPN and Nokia. Working within different brand arenas and social structures has led Vanessa to believe that the best strategies are based on a more intimate understanding of a customer.
When she isn't working, Vanessa is sipping a giant latte, reading, expanding her social network, and looking for the most memorable 'treats and eats' in town.
Brandon Smith is a native of Dallas, TX and serves as a Program Manager for Fizz. He got his start in the marketing industry by picking up part time brand ambassador gigs while attending Morehouse College in Atlanta, GA. After graduation, Brandon went to work executing events and marketing tours for big name brands such as: Nike, Coca Cola, US Army National Guard, Nintendo, and Sprite.
Brandon spent two years working with a well-known sports agent as a developer of one of his NBA rookie clients. On the job, he followed the Golden State Warriors and New York Knicks to the beautiful cities of San Francisco and Terrytown, NY.
No longer able to deny his passion for marketing, Brandon moved back to "Hotlanta" in 2012 to join the Fizz team.
Janie Meeks is Assistant to Ted Wright, Fizz’s Founder and CEO, and the Fizz Office Manager. Janie has many, many years of experience making sure that everything “office” runs efficiently, effectively and effortlessly. From keeping Fizz’s busy calendar of events, meetings and travel up to date to keeping everyone and everything organized and on task, Janie does it all. Interestingly, her first job out of college was with an upstart advertising agency that coined the popular tag line “El Yum!” for a nationwide Mexican restaurant chain. She doesn’t like to talk about exactly how long ago that was. Suffice it to say disco had not been dead for long. From there, she has provided her office acumen to companies across the country in fields ranging from trade associations to high-tech manufacturing. Janie also has a Master’s degree in Applied Linguistics and can answer any question you probably don’t have about English punctuation, grammar and syntax. She deeply misses the serial comma.
After years of toiling away in the salt mines of sports and event marketing, Jarrett Costello somehow conned his way into a role as Market Manager for Fizz. As a graduate of prestigious Lindenwood University, he took his crooked diploma and ran towards the field of marketing working with big names like Six Flags, Chick-fil-A, and vitaminwater - and bigger names like the St. Louis Athletica.
He enjoys the company of his wife, daughter, and a gadget that is more than likely heavily modded.
Kristin Cornman, a Fizz Marketing Manager, whom dedicates herself to the brand. She has a strong management background, and can talk anyone's ear off. This is why Word of Mouth Marketing is definitely her calling. After a long week Kristin spends her time with her daughter and husband, either street racing or looking for an awesome deal!
Robert Butler, a Fizz Market Manager, is a proven public relations and marketing professional who has a talent for building relationships through meaningful social engagement. His marketing career began with federal politics while still in high school. Robert firmly believes in the personal touch and telling great stories to communicate value. His news releases and interviews have appeared worldwide, including the New York Times, Washington Post, Time magazine, and Countdown with Keith Olbermann. Robert has led multiple statewide and local campaigns, and has written a book for political newbies: 18 Steps to Win a Local Election. He has taught English as a Foreign Language in Taichung, Taiwan and Cancun, Mexico where he learned to speak Chinese and Spanish respectively.
In his free time, Robert debunks myths about the Mayan calendar while brewing his own sweet tea. He's an active volunteer in several civic organizations, including the Rotary Club.
Jessica developed a love for marketing after college and pursued full time positions in management on multiple tours and programs throughout the United States. After years of traveling and working different markets, Jessica made a name for herself as a market manager and field marketing representative in her hometown of Dallas, Texas. Jessica has managed for companies like Nintendo, Time Warner Cable, Absolut, JC Penny, Monster Energy, Dodge and many other top companies.
Now Jessica is proud to say that she is market manager for a great company and program. Jessica loves working hard and interacting with new people. Besides work she is a mother, a wife, and strong leader in her family and community.
Eric Swoyer is a Market Manager and comes to Fizz with a background in education, American craft beer, and laughably small motorcycles. A graduate of Brown University, he has spent time teaching in Vietnam and New England, working in New Zealand's wine industry, and promoting great drinks in California. He once lived in a van down by the river for five months, eating only potatoes.
When he is not working or telling stories, he is off rock-climbing and planning his 2015 take-over of Mongolia. He might recruit you for it.
Jessica Mercedes Penzari brings a background in marketing, publicity and event planning in Washington D.C., New York City and Los Angeles to her Market Manager position at Fizz. Jessica's agency experience includes work with Mountain Dew, The Miss California Pageant, Universal Pictures, Allstate, and more. She has extensive experience in public relations working with clients in fashion, consumer products, sports, talent, and non profit. Her attention to detail, passion and diligence creates the perfect combination for a successful and strategic execution.
Jessica has a serious case of wanderlust and her 3 pound chihuahua Dutch might have more followers than you.
Deidre Johnson is a Market Manager with years of experience working in marketing and taking on different roles out in the field. She loves raising awareness about various products and using her experience to raise the bar. Deidre has worked for many campaigns including those involving Fuze, Fifth Third Bank, Starbuck's, and Madewell. She also has a background in broadcast journalism and has worked at ABC News producing the clipreel for Good Morning America and World News Tonight. She is currently working on her Master's in Mass Media Arts and Journalism.
Nothing makes Deidre happier than spending time with her newborn son and her husband. She is also an avid runner and calls Atlanta's Peachtree Road Race her favorite race of all time. Where else can you run in 90 degree weather on the 4th of July?
Bob Garfield has never worked in marketing a day in his life. He has no relevant education, experience or data. He owns exactly one dark suit.
He is also the most prominent commentator and analyst of advertising and marketing who has ever lived. For 25 years, his AdReview column in Advertising Age evaluated, vetted, parsed, deconstructed and offered uncanny prognostications for thousands of ad from hundreds of agencies worldwide based on such criteria as strategy, communication, taste, ethics, brand relevance, cultural relevance and craftsmanship.
As far back as 2004 Bob also famously – and presciently -- foresaw the marketing revolution we are experiencing today, culminating in his landmark 2009 book, The Chaos Scenario. His new Ad Age column, “Listenomics,” explores the frontiers of 21st-century marketing and media.
In another life, Garfield is co-host of National Public Radio’s weekly Peabody Award-winning magazine program “On the Media.” He has been quoted by every major American newspaper, news magazine and broadcast news program and has labored for many of them, from ABC News to, ahem, Playboy. Bob also lectures across the planet on how businesses can and must, amid the rapid decline of broadcast advertising, take advantage of word of mouth marketing. That’s why he bought the suit.
Tim is Fizz’s resident “Creative Genius”. With over 20 years of creative work experience, Tim Washburn has accumulated a huge arsenal of original styles and techniques that gives his work a unique look that separates him from his competition. Tim is passionate about what he does and believes the philosophy that “it is easier to set trends then to follow them” and strives to be better today than he was yesterday. He also prides himself in delivering cutting edge creative solutions via art direction, design, illustration, and photography. Tim has worked with many clients in the past such as Coca Cola, Red Bull, Cingular, and Cartoon Network and even has his own t-shirt design in Urban Outfitters.