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May 31, 2017

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Here's the The Lowdown from DN Journal,
updated daily
to fill you in on the latest buzz going around the domain name industry. 

The Lowdown is compiled by DN Journal Editor & Publisher Ron Jackson.

New Book Reveals .CLUB Superhero Jeff Sass Owes His Marketing Powers to The Toxic Avenger! 

In a sea of new gTLDs .CLUB has managed to stand out with a non-stop global promotional campaign orchestrated by a Super Chief Marketing Officer who, disguised as Jeff Sass, mild-mannered film aficionado from a legendary independent studio, fights a never-ending battle for mainstream recognition of his favorite domain extension. Yes, it's Sassman, strange visitor from another industry, who came to the domain world with powers and abilities far beyond those of mortal men - including the ability to write books in a single bound!

Case in point, Jeff's brand new book - Everything I Know About Business and Marketing, I Learned from The Toxic Avenger (One Man's Journey to Hell's Kitchen and Back). OK, I said he was super - I didn't say he was succinct! However, I can say it's a great book. I know because I read the whole thing on a flight from Germany back to the U.S. last week after joining Jeff and other attendees from around the world at the 2017 Domaining Europe conference in 

Berlin. As I mentioned Sass has gone just about everywhere on the globe that has an airport to promote .CLUB (no, in case you are wondering, he cannot fly without an airplane).

Jeff Sass
Chief Marketing Officer
.CLUB

What Sass can do is spin some fascinating yarns about his days in the late 80s and early 90s with legendary New York City based cult movie production house Troma Entertainment where he spent more than seven and half years in film production, marketing, acting and assorted mayhem. The Toxic Avenger reference is to Troma's most successful film. It spawned three sequels (with Jeff appearing in Part 2) as well as a network cartoon series! As a result, the deformed hero, "Toxie", also became Troma's mascot. That film, like nearly all in the Troma stable, is gory, campy and crazy - all of which accounts for the cult following Troma still enjoys today. In them you can see the DNA of later acclaimed films that combined humor and horror like An American Werewolf in London, Shaun of the Dead and many others. 

Jeff learned many valuable and timeless business and marketing lessons from his experiences at Troma and he shares the best of those in his new book - in each case noting how the specific lesson learned can be applied in any business or marketing campaign today.  

One of my favorites stories in the book underlined the value of being persistent and taking the initiative. Jeff recounts how he found two scruffy young guys from Maryland sleeping on the stoop at Troma when he came in to work one day. They had been there all night after taking the bus to New York City. The duo loved Troma movies so they shot a production of their own in the unmistakable Troma style on video (rather than expensive film they couldn't afford). They then went to New York with no appointment, hoping to show their video to Troma co-founder Lloyd Kaufman (who wrote the foreward to Jeff's book). 

Kaufman ignored them all day but in late afternoon finally relented and agreed to look at their tape. He was so impressed Troma licensed it and Redneck Zombies became the first movie shot on video to get widespread distribution by a film studio (and one of the guys was hired to work for Troma)!  

Troma was a most unusual place to work in those days  and the anecdotes alone are more than worth the price of the book - but when you add in the value of the business and marketing tips (and some real insight into what makes Sass and the .CLUB machine tick) it is a no brainer - get a copy today. But I warn you - once you read it, curiosity will likely get the best of you and your  Netflix queue - like mine - will rapidly be filled with Troma titles. I've already gotten The Toxic Avenger and Sgt. Kabukiman N.Y.P.D. (which Jeff also appears in) with a half dozen more in the line up - and that's just scratching the surface. I know I may not find a Citizen Kane in here, but a journalist has got to do his research you know! With all of this source material to draw on and the positive reviews he has been getting, Sass, like Toxie,  may end up seeing his initial work giving birth to a string sequels too!

(Posted May 30, 2017)   

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