Zazza Media Strategies » Accessibility

It’s the end of Google Search…

Tony Zazza — Fri, 30 Apr 2010 15:33:02 +0000

Media Strategies, Media Relations, Social Media and Google Search. How to realize the true potential of online communities for business growth.

I’m not joking at all. I’m completely serious that ‘Googling’ will come to an end. I may just be a few decades ahead of myself is all.

Ya know how they refer to Facebook and Twitter as ‘Web 2.0′? It’s not because they’re social media, it’s because of the technology behind the websites. Back when Web 2.0 started a good friend explained to me the underlying principle guiding the technology. After building a Web 2.0 company himself he was best to describe it. Web 2.0 is designed to respond to you before you act. In other words, it should know what you want to see and show it to you before you even click a button.

Creepy?

You’re already getting used to it right now. I wrote this week about Facebook’s privacy and new features. Facebook announced today that over 50,000 websites have adopted their new plug-ins that essentially help Facebook dominate content across the web. Now you have over 50,000 different websites that you can ‘Like’ and suggest to friends. Facebook then passes that along to your friends and your friends pass their likes along to you.

Have you seen those Microsoft Bing commercials? They always take a jab at Google, the dominate search engine, for not being very visually appealing. Do you agree? Google is very simple. It’s text and list based. You search and their engine gives you results with very few images (unless you search for images) and it’s just very pure data. Bing is a very visual search engine. But even the typical search engine is slowly seeing a fate worse than death.

For marketers, Google is an amazing way to track and analyze where advertising dollars are spent and their results. Facebook, Twitter and others do not have that “graphing power.” You can’t walk into a room of high-dollar executives and show them results on a dry erase board because there’s only very select information. Facebook’s new methods of ‘Like’ and commentary centralize social media interaction in a way easier to potentially analyze.

That’s been the biggest problem for social media to date. So many others, including myself, know that social media is a valuable tool. Putting an exact number on that value has been the hardest thing to do yet. But what is very clear is that Facebook and Twitter are recognized by about 85% of the US population. That’s more than the percentage of people with regular internet access. Social Media strikes a chord with most people. Here’s what I think the major reason is:

Everyone wants to be involved in a community and share experiences and opinions with others.

To date, there has been no way that a single person can in theory interact with billions of others in the blink of an eye. Connecting with someone on the opposite side of the planet is easier than ever imagined. Google is very single-user focused. Facebook has been too mass-mob focused. Blending and bridging the gap makes for a very clear message:

Media Strategies is an active method to be seen and be heard in a community environment of instant action and instant response.

Searching will be dead. Finding will be king. Bookmarking will be a habit and sharing is only natural. If you’re not getting on board now you’re only delaying the inevitable. Until Monday friends, have a great weekend!

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Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.

It’s the end of Google Search… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Want to See What Facebook Shares About You?

Tony Zazza — Wed, 28 Apr 2010 14:59:50 +0000

Facebook and Social Media Privacy Concerns, the Ultimate Marketing Tool for Information and Outreach at a Reduced Cost.

If there’s one thing people get frightened about it’s their privacy online. Stolen identity, false impersonations and harassments are just a few of the consequences that come to mind. It’s completely understandable and I’ve been very wary of any of my personal information leaking online. Have you felt the same way?

Well the largest social network out there, Facebook, holds a lot of information about a lot of people. Facebook has also recently changed it’s privacy settings which has angered some. Facebook’s ultimate goal is to be in control of the information you post on the site. They make money selling controlled access to that information to potential advertisers. Imagine the intimate information, opinions and history you share on Facebook. Wouldn’t that be valuable to someone looking to market to you?

That’s exactly what Facebook thinks and that’s exactly what marketers salivate over. Today, credit bureaus sell basic and intimate information about millions of Americans to advertisers and marketers. They call it demographic data. Ever applied for a loan, mortgage or credit card? They have your information.

Ever signed up for a chance to win a brand new car? Some random third-party now has your basic information about you. Further, when you drop that entry form in their box, you agree to allow them to sell your information. It’s a multi-million dollar industry all about names, addresses and phone numbers. It gives advertising and marketing a personal touch.

If you have a Facebook account you need to visit this site. You can search for what information is accessible by anyone with a profile – which is anyone. All you ever need for a new profile is a unique email address.

Ultimately it’s easier to advertise to a certain group of people. Choosing the qualities of a specific group of people to target to is valuable. Instead of spending thousands of dollars advertising to a large amount of people that may not fit your ideal customer you can target and budget for a higher Return On Investment. It’s all about the dollar signs. What sort of investment and least amount of cost generates the highest return? Facebook, credit bureaus and sweepstake corporations bank on offering detailed information to marketers.

Should the average consumer be concerned?

Honestly, no if you do not share information that is either traceable or really sensitive. You wouldn’t put your social security number on Facebook so do not include your address on your profile.

Should marketers feel guilty for using information from Facebook?

If they do not push the boundaries then no. It’s hard to tell where those boundaries are but in reality if a person publishes that information then they must not mind other people using it.

What did you find Facebook shares about you? Drop me a line! Until Friday, take care!

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Want to See What Facebook Shares About You? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

The BIG Idol Gaffe Off-Air (Disturbing)

Tony Zazza — Wed, 21 Apr 2010 14:51:09 +0000

America's Oldest Media Strategy involves drama, press releases and celebrity. Lessons to learn from publicity stunts.

First I apologize to anyone cringing at a potential American Idol post. There’s a real story here and a lesson, I promise. Let’s all take it back to that tumultuous relationship between Simon Cowell and Ryan Seacrest. This season has been notably more confrontational. Seacrest has been almost adversarial and taking the spotlight as much as possible.

With the impending departure of Cowell, the show might tank. It’s a very strong possibility that Idol’s days after this season are numbered. It’s been one of the largest phenomenons since 2000 and has consistently produced revenue and advertising dollars. It’s a true goliath of many entertainment mediums and when Idol signs off for the last time there will be many people left to figure something else out. Especially Seacrest.

When Paula Abdul was confirmed out, Seacrest signed a 3-year $15 million contract. This is year one of that contract and what do you think happens if the show is cancelled before his contract is up? Here’s a hint: $15 million over three years makes about $5 million a year. That may not be a lot for Seacrest overall but for people like you and me – that’s a LOT!

So imagine Ryan Seacrest, host and contestant friend, releases a statement about one of the most beloved contestants: Crystal Bowersox. The statement was very concerning for any true fan. Bowersox, desperate to return home to see her son and family, is convinced to stay on the show by Seacrest. He tells her of how he was able to buy his mother a home and that Bowersox will be able to do the same if she just stays. Very compelling, very dramatic and an ENTIRE LIE.

Bowersox is a mother to a young child and while she misses being able to play with him as much as before she is thrilled at this opportunity to provide for him. It turns out that Bowersox’s good friend and former contestant texted her about the release from Seacrest. Bowersox’s reply? “It’s not true … betrayed by Seacrest!”

What a ploy! In fear of the show tanking it’s host begins shelling out sensationalism outside of the show. Ratings are slumping, a key figure of the show is leaving and money is at stake. Would you really think he couldn’t do something like this?

The truth is that no matter what size you are or on what scale you need to reach people everyone needs a good media relations strategy. For Seacrest, it’s very easy to get into trouble as well. Considering that many feel this season’s hopefuls lack distinct personality like last year’s Adam Lambert, why not stir something up with what ya got?

It’s not something I recommend lightly. Drama in the press is good because it brings exposure. The bad thing is that depending with your business you could create a disastrous brand for yourself. Focus on what interesting facts are of interest to the public, news and gain the most exposure. That’s where the money’s at.

Until TGIF!! Take care!

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The BIG Idol Gaffe Off-Air (Disturbing) is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

This Might Be the End of Me

zmsjosh — Fri, 09 Apr 2010 17:43:55 +0000

Often enough, media strategies get redundant and die out. Because of how interwoven media strategies and marketing are now compared to just a decade ago, it is more important than ever to focus on the end.

Podcasting and the iPod

Marketing with Podcasts, Podcasting and iPods for success - do your homework.

I’ve been on the radio for years. Podcasting came along and in concept made me seem irrelevant in the future. That was six years ago and even though radio is not doing so hot it is not because of podcasting. If anything, its because I’m not syndicated worldwide (joke).

Honestly, why podcast when people can watch video on their iPod? I do know of some people that work well while listening to NPR or Bloomberg. That’s not the masses though. It’s not broad enough. People listen when they’re at work or in the car and the driving factor is music. I chit chat a bit while on the air but you mostly hear music.

Focusing on the end user told me a long time ago that my audience was not interested in podcasting. They were interested in content. They seem to really like me keeping things simple and brief. It’s nothing personal because I love to hear a great tune too. It’s not about whether podcasting will go away. It’s about whether it’s end reach is large enough to be worth an investment.

Newspapers, Magazines and Print Media

Market with print media - newspapers and magazines - but focus on the end of the content.

Most people go online for their news. Like I discussed before, print media is in a HUGE transition period. But back in the beginning, CNN and The New York Times would charge for people to access “Premium Content”. This failed.

Paid content limits the end reach of the medium. Passive payment for content in the form of advertising is much more natural, back to basics and effective. I’m calling you out again, Rupert. Facing the end is essential. How many of you like to pay for news, music, movies, videos or applications?

Marketing with Media for Dummies

Everyone has their varying degree of acceptability on what they will pay for. When you consider media strategies for marketing, you must consider how will that end? Will it end to hundreds of millions or to a sparse few?

Do not over estimate any new technology or feature without using it yourself on a daily basis. Be your own worst critic. Get second opinions. Don’t talk to salespeople and hit the streets.

I hope everyone has a great weekend – can’t wait to stop by on Monday again. Drop me a line!

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This Might Be the End of Me is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Make Millionaires at a Media-Filled Event…

Tony Zazza — Wed, 31 Mar 2010 15:01:21 +0000

Gain Media Exposure Easily! Use lottery frenzy to get on the news and do it for a very low cost.

Ever see the hype when Mega Millions reaches an all-time jackpot high? There’s frenzy at every convenience store and gas station. For $1 a play people are lining up for their chance at millions of dollars. It has intrigue, excitement and millions of people playing. Here’s an idea to get people showing up in droves to your place of business and media lining up to interview you:

Make the World’s Next Multi-Millionaire – All for Just Showing Up.

Can you think of where I’m going? I did it myself years ago and I can guarantee that when done right, it will work again. I had three different local news stations and a cable news station broadcasting my face, my name and my brand. It was amazing! Here are the details you can follow and tweak to make the lottery work for you…

First, you have to stay on top of the news. You’ll hear well before that the jackpot is creeping up to an all-time high. Be alert and get ready. Prepare to tell anyone and everyone you are looking to make the next multi-millionaire.

Once the day of the drawing comes, fork over some dollars and buy a set amount of lottery tickets. Make the number of tickets you’ve bought well known. Make it limited and well known that you will only be handing them out at a specific time. You can be very creative here. Let’s say you own a pet supplies store. Wouldn’t it be funny to hand out tickets to owners that show up with their pet dressed up to look like their pets?? Make it wild but make it simple.

Finally – spread the word hard! Email anyone you can think of and try putting people on the street if you can. This is the grunt work of this idea. It’s a solid selling point, especially if you’ve customized a few things such as how many tickets you’re handing out.

After all of that – even if it fails – you’ve only spent one day and at only $1 a ticket you haven’t spent that much. Any left over tickets (IF you have any) are yours and who knows … maybe you’ll be the big winner either way!

Enjoy your Wednesday and hopefully spring is blooming for you with beautiful flowers and warm weather! See you Friday!

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Make Millionaires at a Media-Filled Event… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

You could just pull your hair out!!

zmsjosh — Wed, 24 Mar 2010 17:51:30 +0000

Complications can make you and anyone stressful. Keeping your communication simple brings your better business success and media relations to enhance your media exposure.

How do things get so complicated? I get overwhelmed with overwhelming questions from overwhelmed people with overwhelming desires to stop being so … overwhelmed. Does that make sense?

I try very hard to remain simple – often because of a less I learned very early on: KISS. Keep It Simple, Stupid. Sweet huh? I sometimes try to make it feel like a kick in the head by repeating “keep it simple stupid!!” to myself when I get a bit stressed. Do you feel that way too?

I promise there’s a strategy tip coming – just go along with me here. If you have ever been overwhelmed with your day to day activities or interactions, when do you reach your breaking point? Do you over-react to a minor irritation by lashing out? Not that I do that, *cough*, but I can certainly empathize.

Often I have to do something for me personally. Whether it’s get an errand done away from what I’ve been focusing on to exhaustion or maybe go downstairs and find a snack. Seems simple enough, right? Take a break and revert to simplicity. But I can’t tell you how many times I try to accomplish something to the side – something that’s supposed to be simple – and it ends up being a TOTAL mess. I usually call it Tony’s Law but now I’m seeing it as an opportunity for you, my clients and myself.

The opportunity is this: keep things simple for you, your clients and your business. Keep this mantra to heart throughout everything you do – especially when it comes to how you communicate.

Why? Because the media is always looking for simplicity in their content. Whether the storyline is simple or the facts are simple. Anchors, journalists and reporters have to keep content simple to communicate to a large audience effectively. They also work very hard and work best when they are communicated to simply.

Same with customers and clients. When they come to you, the more simple the transaction or service, the higher their satisfaction. Ever heard of a convenience charge? When you keep things simple for your customers they are being given a convenience – and they love to pay for that.

KISS away your stress and blues!

Send me some feedback – I want to hear from ya! I’ll see you again on Friday!

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You could just pull your hair out!! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Well don’t I look sheepish…

zmsjosh — Mon, 22 Mar 2010 17:45:10 +0000

Get your media strategy up to date and working best. Build business from the best places.

Monday has been a mess already – Last week went too fast and now I finally get to sit down and start my typical routine. To quote Ferris Bueller: “Life moves pretty fast. You don’t stop and look around once in a while, you could miss it.”

It’s the same for your media strategy.

Yesterday was the first day I took off from monitoring the news at least once an hour. It’s 12:45pm and I’m just now getting to my typical routine. What to do when you’re feeling a bit behind and everyone can tell? Pull out a spreadsheet and get to the basics of managing your media strategies.

It’s something that very few people ever pay attention to and it can ruin your plans. It’s absolutely critical and it’s probably the most valuable information I have given here yet. Think about you, your media efforts and your public. Start three columns and start typing away.

You (Your Assets, Flaws & Potential Assets)

In column one make a list of your assets (products, services and make sure to include yourself!). These are your core components to business structure and media strategy needs.

Your Media Efforts

In column two, list everything you are doing to drive in customers or clients. Whether its simply direct mail or my own patented media strategy regimen, list it all down. Word of mouth works as does personal relations with family and friends.

Your Public (Current & Potential Customers)

In the last column, jot down the generalized categories for current and potential customers. For example, you know that one of your best customers found you through the yellow pages, owns their own business and specializes in flowers (they’re a florist). Jot down ‘Yellow Pages’, ‘Florist’ and ‘Biz Owner’. Even though it may be only one client you want to know what categories your current customers belong.

Get a note pad – Now!

Using the second column as an anchor of sorts, draw a line from what media strategy is marketing what product, service or asset. Now draw a line from what media strategy is responsible or marketing to current or potential customers. Is everything in column one connected to something in column two? Are there categories in column three that could be reached with a new strategy in column two? Maybe there’s a Florist Operators Union that has monthly luncheons and you are a sandwich shop. Could you try sending them a letter or advertising in a publication that could let them know your specialty is catering luncheons?

Considering your categories in column three you can get better ideas to reach more customers and business. And all you did was start with a spreadsheet. Do you feel a little sheepish now too?

I’ll see you again Wednesday! Once I get my Monday sorted out … LOL!

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Well don’t I look sheepish… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

The truth about radio. I’m going to let it all out.

Tony Zazza — Fri, 12 Mar 2010 16:19:43 +0000

Radio advertisers depend on listeners for success. Does your media strategy rely on your customers?

So here’s the truth about radio – I’m going to just let it all out. You, the listener, provide me my paycheck. No joking, you really do have the power. The more you listen, the higher the ratings. The more you interact with me here and on 1037litfm.com the more data the station has to back up the ratings data. Without you tuning in, there’s very little for us to operate on.

Whether a station is #1 or #20 in the ratings, you hold the power to speak your mind and contribute to what you hear on the radio. It’s the complete truth. Comments, tweets, wall posts and becoming a fan means the world to me and my great colleagues like Gene & Julie and Leigh Ann. There’s also a completely different side to the station you rarely get to know much about. Between my jabbering and playlist, there are those advertisements that pop in from time to time. There’s an entire team that negotiates with advertisers based on our ratings.

Advertisers sometimes pay very serious cash to get their word on the radio. I’m sure you’ve seen it with the Super Bowl and Olympics – ratings are king to advertisers. That makes you, in turn, king to the station. The radio business model is built on getting the best ratings you can so then you attract the most advertising dollars. Pretty basic right?

I’m sure there’s nothing I have just said that you didn’t already know – but do you practice this same business model for your benefit?

For most of you out there, customers are king. The more they buy, the more profit you make. Simple and easy. However, do you have any way of making your audience interactive with you? Can they send you feedback easily? Can they recommend you quickly? Are you focused on getting your customers to consider your brand and business an essential part to their everyday life?

Even for services where customers only stop by once or twice a year, how will your customers remember you when they need you again? Here an essential tip for any business to build better success:

Make your contact information the easiest to find and remember.

Whether you’re buying ads, building a website or starting your twitter account: make sure people can contact you. It’s a fail-safe measure that a lot of people actually miss more often than not. Post your phone number, a contact form or your Facebook Page front and center as best as possible. Given customers an avenue to be king gives you the upper hand for success each and every time.

It’s going to be an amazing weekend for St. Patrick’s Day celebrations and I hope that each of you stays safe. I’ll see you back on Monday!

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The truth about radio. I’m going to let it all out. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

This was the BEST Oscar moment they didn’t air!

Tony Zazza — Mon, 08 Mar 2010 16:09:02 +0000

Strategy for the best Media Exposure is all about Making Lemonade from Lemons. Any Publicity is Good Publicity.

Winning an Oscar guarantees at least a few more years of solid work in Hollywood. Winning a Razzie for the worst performance only gives you a bruise that gets worse without any work. Actors in Hollywood have the same problems like many businesses including yours. Typically a struggling actor is just like a fledgling brand. They work tirelessly to improve their brand’s image and portfolio. Sometimes they have to cut their losses and find another career or sometimes they hit it big.

You can imagine that even being nominated for a Razzie might lower an actor’s value. But the best Oscar moment was actually brought to you by the Razzies.

Sandra Bullock has had a very long career and was first nominated for an Oscar just this year. I was so excited to see her win but not even Meryl Streep could carry the weight of an Oscar around like Bullock. Why? On the heels of her Golden Globe win and impending Oscar glory, one of Bullock’s other films from 2009 was getting bad publicity: All About Steve. So bad was this press that it was Bullock who won the Razzie for Lead Female Role. How would you handle one of the biggest achievements in your career with one of the worst of heckles?

Publicity Gold!

This happens a lot. A business is hitting gold with a new product or service. They’re getting amazing praise and tons of new business. Then with the good comes the no so good. A harsh critic highlights a poor choice or business decision that shines a not-so golden light on you and your work. Why can’t things just be consistent and be not just good but GREAT without a sour moment?!

Well voting for the Oscars ended far before the Razzies were announced. Bullock already had the Oscar in the bag last night. But instead of ignoring the bad and hoping that it will just go away, Bullock became only the second Razzie winner in history to appear in person to accept their not-so-triumphant award. And it made headlines.

It’s only instinct to feel like you have to be afraid of anything negative. It’s not horrible. But it’s not very clever. Bullock proved to movie executives that even if she is in a flop with them it will be memorable and hopefully profitable. Bullock gave away free copies of All About Steve at the Razzies. The movie which was never meant to be an Oscar contender has become etched in Oscar history as the movie that earned 2010′s Best Actress a Razzie.

Who wouldn’t want to be etched in Oscar history?

For those like you and me, we can learn to embrace negative feedback and make it positive. I’ve always been a huge fan of self-motivation. It’s not always easy but you must always remember that you are in control of your own image. You don’t have to be the next Tiger Woods – be the next Sandra Bullock!

I wish you a great start to the week and hopefully next Monday will have a lot more sunshine – it’s gloomy here in Dallas! Until Wednesday, take care!

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This was the BEST Oscar moment they didn’t air! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

This is not a virus – though it is viral!

zmsjosh — Fri, 05 Mar 2010 17:23:46 +0000

Today I’m out and on the road for most of the day so I’m posting from my iPhone while I have a chance. It beautiful outside and I’m so glad not to be stuck indoors! I’ve met a few friends and clients today that had the smae concern: I have a virus on my Facebook.

First, that’s NOT true. I’m really glad though that people are erring on the side of caution when it comes to links they find. It is true that there are malicious people looking to spread viruses and Trojans through Facebook and many other online networks. It’s not very fun. Have you ever encountered a Facebook virus?

Now everyone wants something of theirs to “go viral” on YouTube or anywhere. But the effort you put to online media needs to focus on being personable and informative. Things do not go viral by plan.

Now I’m also a very big advocate of listening. If you try to engage an audience you have to be both intimate and responsive. So finally after most of my babbling I get to my question for you. How would you like to get updated on my new blog posts?

Be creative! I’d love to hear it!
Until next time when I actually get to sit at my desk, have a great weekend!

This is not a virus – though it is viral! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

It’s sad but every good thing must come to an end…

Tony Zazza — Wed, 03 Mar 2010 17:24:09 +0000

Media is shifting to new adventures, new revenues, new platforms and new strategies.

If you opened a newspaper today you might be one of the few to know. It’s something that has been coming for a while but now it’s time to officially announce the truth. Traditional print media is dying.

Rupert Murdoch: eat your heart out. There’s less money today in print media. Just recently Rupert announced that the New York Times would charge for it’s online content by 2011. With the announcement of the iPad and the iBookstore – how will newspapers survive? CNN and the New York Times have dabbled in charging for online content before. It hasn’t been very successful. There are many reasons why.

First is that anyone can be a publisher. Anyone can produce content that is accessible worldwide. Total cost: almost nothing. You can find news directly from the source or varied opinions targeted to any very niche readership. The internet allows for very impersonal accessibility and very personal outreach. It is one of the very few fair playing fields for business today. The other being a Farmer’s Market.

Second is that people love a deal. Free information is a fantastic deal. Why look to a paper for the latest CDC warning when you can go directly to the CDC for what you want to know? Why visit twelve news sites when a few search engines put all of the latest headlines in a convenient location? Convenience typically results in a HUGE up-charge. When you can get a plethora (I love using plethora in a sentence!) of conveniences for a low monthly rate to an ISP (Internet Service Provider) of your choice – why pay for multiple convenience up-charges?

Finally – the old saying “You can’t have your cake and eat it too” applies here. For decades newspapers sold advertising, classifieds and sponsorships for enough money to pay for operating costs and then some. Then they would charge readers to read the same newspapers littered with ads and the like. Brilliant business model for 1970. Horribly archaic for 2010. *Ahem – Rupert, I’m talking to you!*

Print media is not totally dead yet. It may survive in some form of retirement for a while. Monday, Pew Research Center revealed that the most popular form of news access in the US was still a tie between Local and National Television. Third was Online News. A growing gap was found between a fourth-place Print News and it’s online counterpart. Finally the advocates for online media are being proven right by constant studies.

Printing was last a revolutionary technology at the end of the Medieval Age. Today, online technology and gadgets associated with getting people online are hot, affordable and fun. Paper cuts are out. Just sayin’. We’re lucky in Dallas to have the Dallas Morning News. Why? Because they are embracing online technology and potential to bring new and amazing content to readers. Both online and offline.

Do you still read a newspaper or news magazine in print form? Let me know! In the meantime I encourage everyone to visit DallasNews.com to see the many niche blogs and videos you won’t find anywhere else.

I’m looking forward to hearing from you and I’ll see you again on Friday!

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It’s sad but every good thing must come to an end… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

I know Apolo Ohno’s Secret!

Tony Zazza — Mon, 01 Mar 2010 17:06:15 +0000

Apolo Ohno Knows the Secret Strategy Every Business Owner should Know...

What a great two weeks of sport! I love the Olympics. I’ve known that most of the athletes focus on their sport as a full-time job. I know that they get sponsorships but I didn’t know that they get a cash payout based on how many medals (and what medals) they win. Honestly – I think I could live on the payouts but when they don’t have full-time jobs they must be doing something else.

I’ve included a caption of Apolo Ohno’s secret to not only earn income – but to gain exposure. Apolo is probably getting complimentary miles or flights for his permission granted to Alaska Airlines – and exposure.

What does that matter to an athlete? Name recognition will help him launch an athletic equipment line. Start a television show. Anchor the next Winter Olympics. The possibilities are really endless. It’s a great business decision to build on opportunities. Sometimes opportunities come directly to you. Sometimes you have to make the opportunities a reality.

One of my clients, Corinthian Wellness Spa in Southlake, has a wonderful relationship with The Melting Pot. They share a similar environment in their businesses. They are also very complimentary in what they do. They don’t overlap but they also share a similar client base. Why not advertise in each other’s businesses with events and promotions to help each other out? Sometimes exposure is simply reaching out. Have brochures, menus, offers and events to entice people into the door. Find venues that could benefit from exposure in your establishment.

Apolo’s secret, and my client’s experiences, is a lesson that is often over looked. Media Strategies is about exposure. Exposing your business to as many eyes as possible does not need to be expensive. It’s completely reasonable to partner with another business that compliments what you do.

I hope you all had a GREAT weekend – the sun was out here in Dallas and I only hope it comes back soon! I’ll see you all on Wednesday and take a moment to share any cross promotions you may have!

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I know Apolo Ohno’s Secret! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

I’ve got something new!

zmsjosh — Wed, 24 Feb 2010 17:01:10 +0000

Don't cry if no one is admiring your latest and greatest. Put the age-old strategy of showcasing to your advantage at the most crucial of times!

February is almost over – where did it go?!

I was at a shoot for one of my clients yesterday. It was at a great spa center and the owner was not my client but it was like he was. He must read this blog or something! He has a state of the art spa and treatment business and some wonderful habits. His spa was ready to give the royal treatment to new people. Media people.

I can’t stress enough how important it is to roll out the red carpet for the media. He did just that. Not only did it look GREAT for the cameras which is what he and the camera crew would want but it was so inviting and … interesting. Having free access to a space like that is almost like peeping into the looking glass. Seeing areas you’ve never seen before. Exploring new territory … and being led to his latest equipment.

I just bought an expresso maker. I love it – I’m not an expert yet but I’m getting to ‘Barista’ status, I can feel it! Where is my new kitchen toy? Hidden behind the old coffee machine? Not at all – it is prominently displayed as the center of my caffeine world. If you look at my kitchen you will find it clean and inviting to view. Most importantly it begs the question: is this new?

Whenever you have something new you’ve got to spread the word. You’ve got to make it look it’s best and make it the center of attention. Make sure you announce it as the major event of your day. When people visit, make sure it draws attention. Then you can continue the conversation to what else might be new and what might be coming soon. Just as we had the grand tour before filming we were also invited to see the newest equipment, procedures and treatment options offered. He was speaking directly to a news producer and getting her attention. An awesome strategy at work.

Before I forget: does anyone else have an expresso machine?? Any tips??

I’ll see you back here on Friday!

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I’ve got something new! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Today – like everyday – means war.

zmsjosh — Mon, 22 Feb 2010 15:12:21 +0000

Targeting Business Goals Aggressively is New Business

I’ve come across a ton of people in a variety of different situations with their business. Some are just starting out and some are wanting to regain their former glory. A lot of people are hurting in this economy and there are plenty of people with some amazing ideas for business. One of the most important questions I have to answer is this: “What to do?”

Talk about a complicated answer all the time. I work differently for each client to ensure the best result. But when I think about what I do for myself and others I know the answer: be aggressive and smart.

The dollar’s value has risen again – there’s a warning that by 2011 there will be a housing shortage – there’s finally plenty of optimistic predictions for the economy from government and private leaders. Being aggressive right now is like training for a marathon in bad weather. Adverse conditions are a great opportunity. It’s not easy to run a business right now but it will get better. Listen to Warren Buffet’s advice and expand in times of recession.

There are even quite a few strategies to grow that are more cost-effective than you might think. Over a month ago I posted on how to get ‘Googled’ without even having a website. With the new trend of geo-location growing, every business should be posting their information to Google with their address, phone number and website information. Get located at no cost. It’s an amazing resource.

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Today – like everyday – means war. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Who Wants Pizza??

Tony Zazza — Fri, 29 Jan 2010 15:52:15 +0000

Domino's Recent Marketing Ploy May Have Already Backfired.

I’m a pizza snob – I have local favorites and I have my chain favorites. I usually order only two things on my pizza: jalepenos and pepperoni. And when it comes to change I typically get irked and some might say … irate.

Imagine my surprise when I saw these self-depricating ads from Dominos airing during prime time. They announced that they were making a new crust and sauce to satisfy customers. “Wow,” I thought, “they are really listening to their customers and making a change for the better!” Did you feel the same way? The ads made a lot of buzz and Dominos made sure that they were disseminating that message through their stores, on their website and on their Twitter & Facebook accounts. Great media strategy, right?

WRONG.

There have been a slew of negative posts and retweets. Over half of all the comments about the new crust and sauce are horrible. Fans of Dominos on Facebook were announcing their switch to another competitor if they didn’t bring back their old recipe. What a nightmare! I have seen very few of the prime time ads since the first two weeks and I doubt anyone will see much more of them. Where did they go wrong?

When I choose pizza for a meal I always start at one place: the coupons. Why not see if my favorite pizza place has some coupons I can easily get my hands on? I usually forget to search their website because when I’m ordering pizza I’m usually too busy to think clearly. In the past two or three years I have stumbled upon very few if not any coupons from Domino’s.

For each client I approach their needs – not just their ideas. I incorporate this lesson: Keep it Simple and Find the Easiest Solution. I do not consider a multi-million dollar campaign to be an easy and simple solution. Printing more coupons however, seems very simple. Don’t let this same thing happen to you! (I’m hinting at my favorite pizza place here in Plano … )

Leave a comment with your favorite pizza place and I’ll tell you mine! I’ve got a busy weekend ahead and I look forward to hopefully stopping by before Monday – but until then, take care!

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Who Wants Pizza?? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Translate Your Marketing Strategy to Media

Tony Zazza — Mon, 18 Jan 2010 14:30:49 +0000

Mechanize your Marketing with Media

Adding media strategies to your current marketing strategy is simple. It may seem overwhelming to learn about this emerging technique. The truth is that most of what media strategies is has been around for decades.

What is very new is the effect the internet is having on media strategies 15 years after its surge in popularity. Keep in mind that media strategies are mostly interactive and more cost-effective.

When you translate your current marketing strategies to media you are creating a solid opportunity for growth. Don’t discount your current marketing plan if it’s working. But it is prudent to see if you cannot replicate what you’re currently doing with a more cost-effective option in media strategies

Keep your Target Market;
Focus on Finding Marketing Gaps;
Track your Current ROI;
Strengthen your Communication Habits.

There’s no need to re-invent the wheel to translate your Marketing Strategy to Media. You’re going to remained focused on the people that buy your products. You’re going to always want to know of any marketing gaps in your current strategy. Knowledge is power: track how your sales came in and how much you spent to get the sales.

If there’s one thing you want to constantly work on is your communication. Make certain that you know the best way to communicate your brand, products, services and business information. What’s the fastest way to answer “What do you do?” Are you on a major street and easily found with the directions you give? Be meticulous about how you and your staff respond to any of those answers. Media Strategies starts with you and your communication.

I’ll have another tip on Wednesday, see you then.

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Translate Your Marketing Strategy to Media is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Save Time – Avoid Social Media Chaos

Tony Zazza — Mon, 11 Jan 2010 14:30:40 +0000

Easy and Simple yet Deadly

It’s dubbed “Social Media” and you’ll learn quickly that I’m a fan of the service and a sceptic on the “social media experts”.

Here’s the deal: there’s a lot of confusing information out there. I was on Facebook only a few months after it launched. I stumbled upon Twitter years before the local news anchor had an account. I’ve been from building websites pre-New Media to working in a world where no one can get enough of it. There’s a fundamental concept that people often lose:

Stay focused on your content and where your content is launched

If you don’t think you understand “Social Media” do not try to use it. Tackle a service one at a time. Facebook, Twitter, StumbleUpon, Digg, etc. – each of these services do not need to be daunting. You’re running your own business after all, don’t get anxious over a simple web service.

Remember that most “Social Media” services were created to have fun. So make sure you do just that: have fun with it.

Come back Wednesday for another Tip & Strategy.

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Tony Zazza, a 15-year media, marketing and advertising veteran, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in small to medium sized businesses.

Save Time – Avoid Social Media Chaos is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Get Googled: Without a Website

Tony Zazza — Mon, 04 Jan 2010 14:30:08 +0000

Many people turn to Google for information. Did you know that Google has already turned to you for information?

Starting off my posts to keep you updated with Media Strategies, I want to get your work week started with helpful links. Use Google’s tools so that even without a website, Facebook, Twitter or ANYTHING – people can “Google” you.

Google’s Tools:

Google Products

Google Business Solutions

Google does charge for some services you will see. But for the Media Strategist, the only important services are free. Including Local Business Center where you can add your business information Google does not already have.

Let’s say you own “Awesome Donuts” in Springfield, MO. You could add your information – people could google “Donuts Springfield MO” – and your business could pop up on the map like so: Google(Donuts Springfield MO).

Never forget that you are always in control of your information. Come back on Friday for another Tip & Strategy – Tell a Friend,

Tony Zazza, a 15-year media, marketing and advertising veteran, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in small to medium sized businesses.

Get Googled: Without a Website is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.