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A few years ago, Tony Zelaya flew into a fury over a mass mailing for his Bethesda shoe store that cost him $3,500 and received a less-than-lukewarm response. He printed out his mailing list of 8,000, tore up the pages and moved online to social networking sites Facebook and Twitter.

He hasn't looked back.

So when Zelaya was contacted by Google about a new project that would put a 360-degree view of Zelaya Shoes online, he jumped at the opportunity to expand his marketing.

"I just obviously said ‘OK,'" said Zelaya, 46, of Derwood.

In a time when anyone and everyone has a website, the proper noun Google has morphed into a verb and the task of staying on top of technology is a constant sprint, entrepreneurs are looking for any opportunity to stand out from the pack.

For businesses in Bethesda, a new Google venture has done just that. The search engine giant is partnering with businesses in the Washington, D.C., metro area and 29 other U.S. cities, as well as in Japan and Australia, to roll out a photography project that provides a free online tour of what's behind the façade.

Representatives from Google declined interview requests.

The partnership between corporate and mom-and-pop operations could be a leg up for some communities looking to boost their clout online.

For a town like Kensington, which is well known for its antique shops, the Google project could help hype restaurants and other shops that are often overlooked, said Kris Warner of Maier & Warner Public Relations. The firm has been working with the town on a marketing campaign, Explore Kensington, which aims to increase traffic to local businesses.

"Kensington, I think it's off the beaten track — I think it could be beneficial to drive traffic to these stores," Warner said. She said she would encourage Kensington businesses to look into the Google service.

The 360-degree interior view of stores is among the free elements available to business owners who have a Google Page, which aggregates contact information, reviews and photographs, and can be managed by business owners to include their own media, such as videos menus and coupons. Local business owners say they are most excited about the interior views Google is helping them create.

"I just think it's interesting — this big corporation that has no face to me sent this guy to take pictures," said Sarah Fantuzzo, owner of Gallery St. Elmo, a home furnishing consignment store in Bethesda.

Fantuzzo's recent visit from a Google photographer has inspired the 38-year-old store owner to ramp up her Internet presence with video. She recently filmed clips of herself explaining the basics of consignment and refinishing an antique chair.

When Google users search Gallery St. Elmo, Fantuzzo's videos and photos will pop up on the website's map feature.

"It's an unprecedented way to increase our visibility at no cost," said Fantuzzo, who also maintains a website and blog for her shop.

She said she had been spending $300 a month to maintain listings in three area phone books. Recently, she cut down to a minimalistic listing in just one phone book for $50 a month, and is relying on the Internet to spread the word.

sgantz@gazette.net