When a client of Zapwater’s ended up on a popular blog, the client was amazed at the impact it had. The client’s surprise and joy reminded me of an article I had read in Business 2.0 a few years ago entitled How to Capture the Buzz. I clipped the article because it showed the power of this “new” media we call blogs.

Here is an excerpt:

Mentions in popular blogs can make a brand famous overnight. Here are some of the most influential tastemakers and products they’ve helped popularize.

GIZMODO
A guide to new gadgets and cool toys for tech lovers.
Web Traffic: 1.5 million unique visitors/month
Results: Three days after an endorsement from Gizmodo, hits at DiscHub’s website jumped from 20 to 10,000. DiscHub founder Jonathan Bruck says the mention made his company a success.

MOCO LOCO
One-stop browsing for enthusiasts of modern design and architecture.
Web Traffic: 170,000 unique visitors/month
Results: After Moco Loco wrote about Lionel Dimitri’s $4,900 aquarium, the tank landed on the cover of Robb Report Luxury Home magazine.

DAILYCANDY
Recommends must-have clothes and cosmetics.
Web Traffic: 1 million subscribers
Results: Ladies’ Home Journal, O magazine, and Vibe called for interviews after Cheen Chandra’s elegant Indian jewelry appeared on the blog.

TREEHUGGER
Highlights the latest in green products, from toilets to rock-climbing gear.
Web Traffic: 30,000 unique visitors/month
Results: When Treehugger wrote about Voltaic’s solar-powered backpack, traffic to the company’s website spiked from nothing to 5,000 visits in 24 hours. CNN, Discovery Channel, and Playboy all ran stories about the bag.

LUXIST
Previews stuff that celebs and wannabes are dying to get their hands on.
Web Traffic: 400,000 unique visitors/month
Results: Traffic to the website of Ikon Vodka, a Canadian spirits company, jumped 400 percent to 300,000 hits a month after coverage by Luxist.

David Zapata
Zapwater Communications

Did you ever wonder how a gas pump turns off just at the right moment?

It’s called a metal float and the northwest suburbs of Chicago are home to the nation’s premier metal float ball manufacturer in the country. Quality Float Works, Inc. serves customers throughout the United States, Canada, Asia and Europe who rely specifically on floats to operate their equipment. Though many giants in the United States manufacturing industry have struggled to maintain export profits with increasing competition from international competitors, Quality Float Works, Inc. has grown by using innovation to break into new markets, meeting customer demands and placing a premium on quality prooducts.

So how did they do it?

Under the leadership of its Vice President and General Manager, Jason Speer, the company looked abroad for new customers to expand their business. And, they found them. In his lifetime, Jason has traveled to more than 80 countries and witnessed how developing countries were lacking basic infrastructure needs, especially when it came to drinking water. When he returned to home, the company started manufacturing float valve assemblies and now many of their float assemblies are used to purify drinking water throughout the world. Due to that innovation, the company has grown by 50 percent with international sales accounting for 16 percent of total revenue. And, this past year the company has achieved record sales.

As the company has grown, Jason has also become a leading voice in shaping public policy since government policies can impact small businesses and the manufacturing industry dramatically. Jason serves in leadership positions with several state and federal business associations and has been a sought after voice on how current issues affect businesses. He broke the mold as the first representative of a small company on the National Association of Manufacturers Public Affairs Committee and serves in leadership capacities with the National Federation of Independent Business, Illinois Manufacturing Association, Schaumburg Business Association and the Streamwood Chamber of Commerce. He has also been tapped to comment on how public policy affects small businesses and manufacturers. In April, Fortune Small Business featured Jason’s comments on how recent federal tax policies and new attitudes might impact small businesses. Just this month, Recently, The New York Times asked Jason to provide his expertise on international trade and exports due to a weakened dollar.

It takes an open mind and an active imagination to provide customers with not only what they need, but what they never knew they could have. With quality leadership like Jason Speer propelling its growth, the future is bright for Quality Float Works, Inc.

Ryan McLaughlin
VP/Group Director, Public Affairs

As the patio opens…the wino is unleashed!

It’s that time of the year, when you can find any excuse to sit out on a patio and enjoy a nice cold beverage. I personally take full advantage of this time of the year and what’s better than accompanying it with a fresh, crisp, cool glass of white wine.

Now I am a wine lover but not quite as educated on wine as I would like to be- lucky for me we just signed a new client that should help my wine awareness (to say the least). Swirl Wine Bar (111 W. Hubbard)!

Swirl has some fun upcoming events and I have made it my personal goal to attend these to gain knowledge on my personal likes, dislikes and to be able to speak the wine lingo like I’m a true sommelier.

In recent days Swirl’s co-owner Rich Vallejo has educated me on different whites and I have found my new personal favorite- TORRONTES, CRIOS, VALLE DE CAFAYATE, ARGENTINA 2006. This light white is perfectly priced (usually around $40 in a restaurant), extremely refreshing, smooth, sweet and most importantly, made by Argentina’s only female wine grower, Susanna Balboa.

Rich has taught me that each wine has a story and it’s the story that you remember and that helps you connect to the wine itself. I challenge you to find your summer fav!

And if guidance is what you’re in need of feel free to stop by Swirl Wine Bar (111 W. Hubbard), May 29th from 6:30 to 8:30 pm for a wine tasting- “Light Whites For Hot Summer Nights”. The night entails 12 refreshing sparkling and crisp whites offered by Vignobles and Vintage, passed hors d’oeuvres prepared by Swirl executive chef, Luis Sanchez and expert commentary by the wine guru’s! Tickets are $25 in advance, $35 at the door please reserve by calling 312.898.9800.

Ali Hazlinger
Senior Publicist

On May 9th, Fathers’ Rights Attorney Jeffery Leving presented an award to Chicago Mayor Richard M. Daley thanking him for his hard work, dedication and commitment to increasing the involvement of fathers in the lives of children throughout the City of Chicago.

It seems to me that we have grown in an age with complete ubiquity of the bag, never stopping to question its use and therefore we are removed from the idea of its necessity. Try going one day without your purse, messenger bag or backpack. Personally I would feel incomplete! My shoulder would not know what to do! At times when I open my closet I feel overwhelmed, I find myself asking questions like, “Will this bag work for me today, when did I buy this, and did I really think I could pull this off?”

Your bag also says a lot about you, so whether you are an addicted fashionista that craves the trendiest products on the market or if you are a busy mom on the run, remember that your bag is as much a part of your daily life as your shoes are, treat it accordingly.

Maddie Powers has done an incredible job of combining fashion with function. Maddie Powers began with the original BookPurse a few years ago and has since expanded to include metal wallets, stadium bags, fashionable and functional MUST HAVE laptop bags and more. The Maddie Powers’ collection showcases the covers of original pulp magazines and novels from the 1940s and 1950s. How unique is that? The two hip new lines of laptop bags are targeted to the younger and the more fashion conscious crowd and will be available nationwide later this summer. The new women’s line, CuteBug, offers several fun and sassy styles of laptop carriers that blend yesterday’s vintage Hollywood starlets with today’s needs. The men’s line, Dig, offers an array of bags each with a sports pulp icon image on the outside of the bag as well as the actual vintage magazine cover on the inside lining.

Look out Gucci, Juicy and Louis Vuitton, Maddie Powers is on the prowl!

Elizabeth Kujawa
Publicist

Last Thursday, Zapwater clients Empire Liquors, Estate Property Group and K. Amato combined efforts with Phil Stefani Catering, Mudd Fleur Flowers, New Zealand Wine, and Shiner Beer (and a few other helpful hands) to host A Haute Affair. I had the opportunity of witnessing the “before and after” of the evening. Entering the empty loft in the West Loop, I was amazed by the immensity of the space, intrigued by its simplicity, and now can admit, a little nervous about how this 1906 timber loft was going to be transformed to hold the “artistic evening of stylish entertainment” we promised!

After a couple months of planning and many hours of sweeping, swiffering, and sweating, day by day and hour by hour the incredible space was transforming before our eyes. A photo exhibition of six historical Gold Coast buildings represented by Estate Property Group spanned the back exposed brick wall. A mini stage was set in the center of the space, with models showcasing Kristen Amato’s new COUTURE by K.Amato jewelry line of gold hammered links, chains and tassels. Matt Roan’s DJ booth housed the front of the space while two bars occupied the front and back of the room, and beautiful floors Phil Stefani hors d’oeuvres rested on black and white tables throughout the room.

It was neat to observe and be involved in the many, many aspects of the planning and finally see the evening come to fruition. So 400 people and 4000 square feet later, I must say the evening truly was worthy of its title!

Click HERE to view photos from A Haute Affair.

Natalie Cowel
Assistant Publicist

As a born and raised Chicagoan, I love this city. I feel a sense of pride watching it grow and continue to establish itself as one of the countries best cities. Chicago has so much to offer with all the cultural offerings, summer festivals, GREAT restaurants and soon we’ll be able to add hotels to that category.

Within the next few years, Chicago is going to have a plethora of new (and amazing) hotels such as the Elysian, Shangri-La, Trump Tower, Dana Hotel, Aqua and Mandarin Oriental. All of these are either under construction or plan to start soon and that doesn’t even include the new boutique hotel going up in Lincoln Park or the rumor of one we keep hearing will destroy good old Melvin B’s.

But before any of these come to fruition, some good old classics are renovating like the Ritz Carlton and the House of Blues Hotel. This summer, the House of Blues Hotel will become a brand new luxury hotel called the Hotel Sax Chicago. Gone are the blue-leopard carpets and in their place will be chic, new décor in all rooms, corridors and lobby area. There will also be a new lounge on the hotel bar scene called Crimson – all should be pretty cool.

There are so many changes coming to this city and I can’t even imagine what else will pop up if Chicago hosts the Olympics. = )

Annie Neyman
Senior Publicist