Branding an identity from crisis. How to avoid an industry stigma and remain positive.

How many times have you heard of the company Cameron International? What about Transocean? I’m a huge animal lover and I drive an SUV to carry them around to the park, vet or even on a road trip. So now that the oil spill in the Gulf of Mexico is reaching the shores and affecting wildlife preserves I’m getting really anxious. When I go online and read more and more about it I only hear about one company: BP. British Petroleum, a worldwide oil conglomerate, that sells you gas, explores for oil and finally drills. Or do they?

I’ve heard of BP plenty of times. They’ve had cute commercials in years past, a colorful logo and they’re huge in Southern California (where I’m from). Cameron International and Transocean are new to me. Are they new to you? Certainly I’m not an oil expert. But the multi-billion dollar industry is not as simple as it looks. BP and others like it, contract out to local companies that specialize in certain jobs. They hire one company for exploration to find new oil reserves. They then hire another company to drill the oil. Then another to send it to shore and of course it continues on from there.

Transocean is the operator and owner of the rig responsible for the oil spill in the Gulf of Mexico. (http://deepwater.com)

Transocean is responsible for the oil extraction. They are the technical owners of the rig and they operate it themselves. BP hired Transocean for their services and most importantly, their expertise. Cameron International is responsible for the equipment Transocean uses. Most importantly they manufacture the safeguard device meant to plug an oil drilling hole in the event of an emergency. Obviously between the two companies something went wrong. Oil is washing ashore and threatening delicate wildlife and damaging the fishing industry already. Millions of dollars in damages are poised to skyrocket. Ultimately, who is responsible for this mess?

Cameron International manufactures devices for oil drilling meant to cap oil spills before they happen. (http://c-a-m.com/)

There are a ton of people who are anti-oil and blame companies like BP. Well BP has already stepped forward. They’ve accepted blame and have dedicated a full clean-up and restoration team. It’s only expected because the technical clean-up of any oil spill is responsible to companies like BP. But the cause of the oil spill does not belong necessarily to BP. Lawyers will soon be able to analyze data and conclude who is to blame for the oil spilling in the first place. The real loser either way is BP and the oil industry as a whole.

BP has taken the right course: they’re accepting blame in it’s entirety. For their reputation, it’s best to be seen as humble, apologetic and committed to righting it’s wrongs. But what about the industry? What about these two companies who are most likely to be blamed for the spill in the first place? Media strategies offers businesses the unique ability to engage the public and media en masse and form the story from their perspective. While no official investigation has made any official findings public, it’s possible to see the BP media machine charge after their contract workers.

Avoiding any stigma is very difficult and it does not happen overnight. What is possible is to avoid the stigma for yourself and place it squarely on another entity. Managing crises is very sticky business. It too, does not happen overnight. But what do you do? Try making information easy to read and easy to understand. Make sure it explains your perspective and make sure that you separate yourself from those you are not wanting to be associated with. Sounds easy but the key is making that information easy.

I’m not a big fan of animals being harmed because of a careless corporation. But in the game of industry stigmas it’s always best to be honest and forthcoming – whether you’re the one to blame or not. You have a voice and it’s in times like these that you have to use it. If you don’t then you are more likely to be used as a scapegoat. And that’s not any fun.

I hope you all have a great Monday! Looking forward to the weekend already! See you back on Wednesday!

Tell a Friend,

TZ

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.

Blame Game going Bad. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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

BOOBQUAKE : Media relations is and never will be a science. Finding subtle and direct ways to promote your brand through media relations is more powerful than advertising alone.

It’s not really a scientific fact YET. According to the prominent Iranian cleric Kazem Sedighi, women’s immodesty has cause the increase of worldwide earthquakes. While this may be debated for hours and become heated very quickly I seriously doubt many people new to online media could see this coming: BOOBQUAKE.

If there’s a sole reason for the internet to exist it’s to at least provide a little slice of humor and satire. Now we have a new source of entertainment in the form of Boobquake. What is Boobquake? It’s a Facebook event today (Monday, 26th) aimed at testing cleric Sedighi’s claim scientifically. It calls on women worldwide to wear their most revealing top – all in the name of science. So far I’m liking it.

What is also not really a scientific fact YET is the impact media relations has compared to traditional advertising. Imagine you’re the cleric in Iran who greatly opposes women showing cleavage. You’ve just been hit with Boobquake. What do you do? What do you want?

Sarah Bernhardt, one of the world’s first acting superstars (1844-1923), traveled the world with her racy performances. Before she could arrive in Chicago on her tour, a Chicago bishop delivered a very critical and harsh speech against Bernhardt. That speech received a great amount of press coverage. What did Bernhardt do? She sent him a $200 check.

Why?

The note attached with the check stated:

“I am accustomed, when I bring an attraction to your town, to spend $400 on advertising. As you have done half teh advertising fo rme, I enclose $200 for your parish.”

For Bernhardt, the value was about $200. The story and the coverage was priceless. How would you value others talking about you publicly?

It’s not a science but it is also not illusionary. There’s sound logic behind your brand and message sprawling across the news, blogs and social networks. Just as you want people scrambling to buy you also want them scrambling to learn more about you. Advertising does not build demand. Advertising entices the unsure. Media relations increases demand to incrementally. It cannot repeat itself like advertising can. Media relations is capable of building on itself unlike advertising.

I have mentioned before – bad reviews scare people away. Word of mouth can kill a business. Media relations is similar to reviews from prestigious sources. When the dedicated health reporter on your local news mentions red wine, in moderation, can benefit your heart you take that advice more seriously. If it was a buck-toothed mechanic telling you that you might ignore it. It’s not a science, but media relations has long-term potential that builds demand. Advertising only entices a certain amount of people for a short period of time.

In the meantime – Boobquake! I hope you all have a great start to your week – I’ll see you again on Wednesday!

Tell a Friend,

TZ

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.

Your Breasts are Causing Earthquakes: REPORT is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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

Online media strategies are more relevant with reviews and social networks. Bad reviews travel fast and damage any image branding. Important business tips for today.

So maybe you were following me this weekend when I had a gaffe with a local Italian eatery? When I say gaffe I really mean FIASCO!

Quick recap: I call to order dinner for my friends and I. I’ve ordered before and I’ve loved the food. Some new person answers and has no respect for me and no clue what she was doing. She lacked any sense of professionalism. After a difficult time of ordering a certain sauce (she constantly mispronounced it after I spelt it to her THEN asked, when I described it as an Italian Spicy Sauce, why I didn’t just call it that) my order finally arrives.

Here’s where it escalates:

My order is completely lacking the sauce I spent almost 5 minutes trying to order. I’ve ordered the sauce by name many times before and there has never been a problem. Now tonight, I get a rude, obnoxious and unprofessional person that cannot just ask someone with more experience for help. So when I call back and tell her there’s no sauce, she tells me that my food should arrive shortly. WHAT?! I just got done telling her my food had arrived. My reason for calling was … no sauce.

Now this person abruptly tells me to wait, puts me on hold and doesn’t even say ‘sorry’ for no sauce. Really? She comes back and says someone will bring me the sauce. I then ask for a manager. She then yells to someone: “they want to talk to you!” The reply I hear? “I’m too busy to talk to them!” Now I’m furious and the rest you can follow on Facebook.

What does this have to do with media strategies? Well, in a few days my status will pop up via search engines. My local network already knows of my troubles and eventually the poor review will be easily searchable. That business will not go under because of me but it will have a slight ding against its record. Right now there is one review on Google – there will soon be two. One good and one bad. For a fledgling business, that does not do much for positive branding.

In one instance, any company’s branding can get a ding or become slightly tarnished. With the explosion of social networking, reviews are much more available to consumers. Consumers can interact and automatically avoid places with poor branding and poor service reviews. Online media was originally a collaboration tool and if you’re not careful, people can collaborate against you.

The internet is a huge tool. Never avoid using it!

Hopefully I have enough time to cook at home for a while – I don’t feel like ordering out again soon! I’ll check back here on Wednesday, take care!

Tell a Friend,

TZ

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.

This adds to the List of the Worst Ever! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Pepsi and the biggest mistakes of branding. Media Strategies with little forethought and no value.

Remember Super Bowl Sunday and the absence of Pepsi + millions of dollars? Well – I found this article today: Make the logo bigger: 10 rebranding disasters. Read through to the second page and you’ll find my favorite brand (although not my favorite cola): PEPSI.

My dad LOVES Pepsi. I’ve never been a big fan. Dr. Pepper rocks! But I do LOVE the people at Pepsi. First they took a less-travelled path with social media. They found success. However, last fall I remember making a comment about their new logo. Today I felt a bit validated in reading this article. I’m also feeling a little bit out of the loop too. Did you know the new logo was supposed to resemble a SMILE?

What were they smoking when they agreed it looked like a smile?! What were they doing spending $1 Million to develop it?! Again, what were they smoking?!

I guess it could be worse. It could’ve been a “New Coke”. Looking at the other brands mentioned, nothing really beats changing your name to a slang term for syphilis. I dare anyone to try and top that one. Then there’s Fort Worth-based Radio Shack targeting their small customer base and calling themselves “The Shack”. Does that not bring up bad imagery to anyone else either??

What’s even more telling of Pepsi’s mistake is that their subsidiary, Tropicana, also changed it’s packaging and logo. FAIL. Most response after launch mentioned that the packaging resembled a store brand. Nothing like syphilis and a store brand shackn’ it up together.

To further make less sense, each Pepsi-Cola brand, i.e. Caffeine Free or Diet, smiles differently. Again, what were they smoking?? Is there one type of Pepsi-Cola that is happier than the other? Can I guess the caffeine free isn’t so peppy?? Can you see where I’m going with this?

Coca-Cola is a standard of branding. Lessons for success in media strategies center around stability.

It’s all a tragic moment that just won’t end. They out-did their fiercest competitor with less money during the Super Bowl but they lack the big picture. Coca-Cola has that single imagery we all recognize. We see it world-wide. We also see very few logo changes from them. They’re a standard. Pepsi is acting their part: the second-rate cola.

Now I’m all for inanimate objects smiling at me. I LOVE the creepy statues at Disneyland’s Haunted Mansion that follow you – and they don’t even smile! Honestly though, when I want a cola I hate having to hunt for it. Changing the logo and the packaging make it difficult for people to identify with your brand. When people cannot identify your brand you cut your revenue down to your loyal customer base. Where’s the growth strategy in that?

For anyone that’s starting from scratch, don’t be like Pepsi. Great product + no confidence in brand = struggle. And that is no good.

I wish everyone a great weekend and I’ll see you again on Monday! Feel free to battle it out for your favorite cola!

Tell a Friend,

TZ

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.

Do Pepsi Bottles Smile at You Like This? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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

Hype and drama always sell but they also burn out. Focus your media strategy on offering substance when you stir scandal or drama.

Ever notice the shameless and over-the-top antics of celebrities? Ever wonder why that has a place in your nightly news? Drama lives in front of you everywhere. Capitalize on it.

Don’t be stupid. Those who cry wolf for no reason much too often get ignored permanently. Those who cry wolf and have something to offer get to have another 15 minutes of fame.

Jon & Kate Gosselin are two sharp contrasts. Kate doesn’t cry wolf and offers more and more to her reality TV junkie fan base. Jon offers nothing and cries wolf … often. It’s all very childish but somehow it is on the news consistently. Focus on business and you’ll find companies that exude drama. Microsoft, Apple, Toyota, GM, Verizon, AT&T etc. Whether it’s damage control or positioning, business drama is just as if not more media worthy than Jon & Kate Gosselin.

How do you capitalize?

Be confident. You are an expert so make sure you talk confidently about your field, your business and your competitors. Don’t be negative but don’t be kind. Don’t get personal but don’t give an inch. Fight for your superiority and anticipate your flaws.

Be vocal. How much money do health, insurance, and financial advisors collect from people who want their expert opinion? Plenty. There are varying values of expertise but in the end, everyone wants to get an expert opinion when they can. Offer it.

Be the winner. If you’re going to start a skirmish make sure you can win it. There’s nothing more disappointing than starting something you can finish and feeling its negative effects. Losing only makes more work for yourself.

Drama may get annoying but there’s always that little side of everyone that loves to hear gossip and scandal. Capitalizing on it is simple enough but like anything else you must analyze the risk.

I hope everyone enjoys their Wednesday – hope to see you again on Friday!!

Tell a Friend,

TZ

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.

This is where DRAMA lives. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Basically the speaker is at a gaming technology convention speaking about the future of gaming. He talks about how every mundane thing could become a game like brushing your teeth. The game would be designed to get you to brush more often, using more toothpaste and in turn make the toothpaste and toothbrush companies richer. He goes on and one with more intrusive ideas and concepts. I am disturbed just a bit and I do not see how many of those items will ever work.

Why?

Because after a few too many Bloody Mary’s last night I crashed and stopped playing any games. I am NOT addicted to Farmville on Facebook and I keep up with my AAdvantage Miles with about as much enthusiasm as going to the dentist for a root-canal. There’s a reason why we have movies, books and music – games get old sometimes. Can you imagine a newborn child today living to the age of 115 years and playing a game that gives them points for brushing their teeth their entire lives??

Don’t get me started on the scary Big Brother aspect of all that. While I think it would be cool to get tax deductions for riding public transportation, I don’t think it will be cool to get free groceries for letting Pepsi control my dreams for a few nights.

What is cool about all of this? Well imagine raising your children (because children get less tired of games so easily and they need re-inforcement to learn quicker and faster) with games to brush their teeth, play outside and eat more fruits and vegetables. It would kinda put this guy out of business quickly huh? But essentially this guy is not trying to scare us. He’s trying to highlight the unlimited potential of Interactive Marketing.

This is a growing sub-field of Media Strategies that envelopes marketing goals with technology, media and creativity. You thought Social Media was a bit overwhelming? Just wait. Soon you are going to be tempted with developing games to keep customers coming back over and over again.

So while I have you thinking about the potential let me give you a golden rule: don’t be evil and always give back. If I were Proctor & Gamble right now, I’d be focused on developing new Interactive Marketing to help mothers do what they do best: raise bright, healthy and happy children. If I were Price Waterhouse Cooper’s I would be working with the IRS to develop new technologies that would give my clients new tax deductions (i.e. public transportation credits, etc.). If you cannot offer something valuable then you will not be sustainable.

Let me know what you think about these ‘Games’. I’d love to hear it!

Tell a Friend,

TZ

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.

Most Disturbing Games Ever – I’m Shocked. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Open Letters to Sean Penn; What does your media strategy do for you?

OK – so I’m not one to get into politics and I really won’t. I just want to explore the strategies behind public media rhetoric. Let’s keep that clear.

Sean Penn, an Academy Award-Winning Actor, was on Bill Mahr’s show this past Friday and made comments regarding Venezuelan leader Hugo Chavez. Surprise! It’s not going over well.

Penn is not known for his centrist political views. He’s started off this week being ripped apart by Fox News and Maria Conchita Alonso. Alonso wrote “Open Letter to Sean Penn” which has topped Google’s Hot Search Trends. Videos, commentary and mostly controversy is spreading across the web. How does this bode for his career? Better yet – let’s say you were in his position (disregard his views). How would you manage this?

It is very important to follow the first step in my advice to people in a similar situation like Sandra Bullock. You have to let a certain amount of time go by. Let people become aware of the situation and let their initial reaction fade.

Crisis management is about timing. Quickly responding does not apply here because Penn has no impending movie. He has his Oscars. He has his choice of future roles. If you have a new service launching shortly or a new location opening – respond within the hour! Milk (no pun intended) the publicity for a while and let your response be heard. Make sure no one has time to interject with their views. If you don’t have a whole lot going on – take your time to strategically respond in force.

The last big thing is that when your action is being viewed as stupid you must apologize. Even if you know you’re right, apologize. Explain yourself in the same sentence but make sure you apologize for the rancor your action has caused. It’s as easy as that. Make concerted steps to appear apologetic. Without doing so you risk your entire business.

Keep your media strategies simple and nimble. Take it one step at a time and consider what you are saying. Media is nothing without content. If your response is not something people want to hear then your content is dead. Your strategy failed. Nine times out of ten people want to hear your apology – the news wants to report about it and you want to keep the media working for you.

See you back on Wednesday!

Tell a Friend,

TZ

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.

Sean Penn & How to React to Stupidity… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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

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!

Tell a Friend,

TZ

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.

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

Media Strategies prove their strength during any crisis. Keep your public image and marketing strategy effective with three crucial steps.

So she had the BEST Oscar moment that wasn’t aired – now she has the biggest FLOP. And I’m not referring to “All About Steve”. I’m referring to the outlaw husband Jesse James.

This is incredibly sad and quite the Media/Public Relations nightmare. From the ultimate tongue-in-cheek moment, to Oscar gold and finally to the dreaded Hollywood marriage curse: infidelity. What is a person with a prominent, lucrative and growing brand like Sandra Bullock to do when hit with this sort of adversity? Remain traditional, compassionate and speedy. If you ever find your brand in a position of hitting an ultimate low after the highest high, keep these three things in mind:

• Think inside-the box

You don’t hear that much too often, huh? In these instances you need to control your reaction and prepare for the next two steps to be “outside-the-box”.

What’s essential is that you don’t pull a Britney Spears and attack paparazzi with an umbrella. You do, however, pull a Toyota and make sure everyone knows you are listening and responding to the problem directly and peacefully. Lashing out with jabs and attacks is completely irrational and not traditional. When adults are confronted with harsh criticism or rough news they keep a professional and attentive demeanor. Never act with your emotions first or you will kill your brand and your business.

• Show Heart

Toyota executives travelled to Washington to apologize. It was compassionate, endearing and very welcome – not to mention greatly expected. Britney Spears will always be considered somewhat unstable after shaving her head but Toyota will maintain it’s “family-friendly” image. Even if it’s products are less than perfect.

When you show that you are compassionate and care that others are upset or offended you let people relate to you as a human being again. That will in turn translate to your brand and business. Disney has made millions off of an image that is seen to have tremendous heart. You can make millions off of that sort of image too.

• Keep a Fast Pace

Once you let the first stories run on all of the papers and after you apologize and appear humble to public opinion you quickly and methodically defend yourself. Toyota is now performing studies and defending their products. Is this causing an uproar? No. Why? Because they’ve already apologized, they’ve already let their critics talk. They’re prime for stopping the horrible imagery of their cars accelerating off the road.

The public demands results quickly and the result they want is whether you’re going to survive the crisis or not. Make sure they hear you say “We will continue to serve…” It’s crucial for people to expect to continue to see your brand, your name and your products continue to live on. At the very least they will respect you for your dedication.

Don’t let flops or crises ruin you! It’s terrible to think about infidelity claiming a sweetheart like Sandra Bullock as its latest victim. It’s important to “pick yourself up by your bootstraps” and move forward.

I hope you enjoy your Friday! What will you be up to? I’ll see you again Monday!

Tell a Friend,

TZ

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.

The BIGGEST Oscar FLOP! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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.

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!

Tell a Friend,

TZ

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.

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.

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!

TZ

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.

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

Are you missing the boat and becoming irrelevant? There are a ton of Media Strategies to use for any business.

Be honest – am I becoming irrelevant? You know me, I’m on the radio, I blog … more here than on my site but I try to keep everyone updated with Twitter and Facebook too. I used to update my Myspace page – I don’t anymore really. I have three or four email addressees too many and I find it hard to check them all in a day. Does that make me irrelevant? Is there something else I should do?

Where to go for activity and response can be a difficult question to answer. I’m always trying to keep up on news and my team is always reading, researching and testing new things when they’re not building something for a client. It does get tiring sometimes. I just had a client on an internet TV show last night. There are online radio shows that have large followings and I sometimes wonder if I shouldn’t be working 36 hours a day just to keep up. Do you feel the same way at all?

Even if you don’t own a business – ever feel like you could spend all hours of the day online finding new stuff or doing stuff that’s interesting and potentially meaningful?

Media is growing more and more. It’s becoming more and more interactive. Our client was receiving tons of questions direct from viewers in an instant last night. People were just typing away – watching away – and tuning in. It was very exciting! Does that mean I should switch attention to that? The stress of “keeping up” gets to be a lot sometimes.

When I see clients getting overwhelmed by the possibilities and effort of today’s media I just have one thing to say: what gets you excited?

From there I sometimes have to shoot down ideas that are obviously now irrelevant. Take Myspace for example. It still has a ton of accounts and visitors however they are steadily declining in hits for the past three years. Facebook has experienced tremendous growth in visitors, accounts and hits for the past three years. Many more observers are talking about the death of Myspace and the new features of Facebook. Myspace is becoming irrelevant.

Just three years ago, a few companies I was familiar with were forging their way online. They had websites early on and were doing a complete “refresh” with new looks and new Myspace pages. They invested a lot of time and simply walked away. Now their looks are out-dated, their Myspace pages are static ghost haunts with little information and no interaction. Their business is now becoming irrelevant online. Their real sales are hurting. Their biggest mistake? Not staying informed and not taking simple steps on a regular basis.

No one has all of the answers at once. Doing a site refresh and a re-branding campaign is not always perfect right out of the box. What matters are the little details that are updated and added on a monthly basis at the least. If you don’t take an hour or two a week to glance at your company’s website, Facebook Page, Myspace or whatever – you are doing yourself a HUGE disservice. Why? Because you’re making yourself irrelevant by not giving your online presence relevancy in your own routine. Why should anyone else if you don’t?

It’s Friday! In that spirit, leave me some feedback. I’d love to hear from you! I’ll be back to check in over the weekend at some point before Monday. Take care and be safe!

Tell a Friend,

TZ

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.

Am I irrelevant? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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!

Tell a Friend,

TZ

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.

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

Look in the mirror right now. Don’t get out of your desk though. And don’t be to hard on yourself if any new year resolutions haven’t provided any results. Do however, make sure you look at you and your business in the mirror. And don’t do these two things.

One: Never ignore the obvious. Your public image is your reputation. If you want to be trusted and earn business through any sort of referrals then make sure you act like a business people can trust.

Take Toyota for example. There’s growing rumors that they knew about their faulty brakes for a while and did nothing. This is a company who’s products are entrusted with the lives millions of people and thousands of families with children. Think it’s a good idea to lose a reputation for safety and maintenance like that?

Two: Always assume the obvious. When you’re managing your reputation realize that if people associate you with harming a cute cuddly polar bear they’re going to associate you with a lot of terrible things. Don’t harm polar bears and don’t harm your reputation.

The Alaska Legislative Council has approved $1.5 million to fund a PR campaign to curb the Endangered Species Act. The State’s Senate Majority Leader has recognized that this might give Alaska a black eye. In a state full of natural wonder and wilderness does it make sense for some of its leaders to remove protective provisions to sustain the natural wonder they hold so dear?

When you’re in a position to help cute and cuddly polar bears or you manufacture products designed to keep children safe, do not take anything for granted.

I hope you have a great weekend – We just launched some new “under-the-hood” tools for our website here. You probably notice a few changes. I’m always excited about growth! I’ll see you on Monday for sure… if not sooner!

Tell a Friend,

TZ

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.

Look in the Mirror and Shape Up! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Top Military Secrets on Twitter - Did you see?

Directly from Mikko Hypponen, of F-Secure, British Military secrets were leaked via Twitter within the past year. Isn’t that ridiculous? The U.S.’s key ally in a number of military activities has a security gap via a seemingly harmless website like Twitter. Doesn’t that frighten you a bit?

British Military documents reveal a very pro-active approach to online security – even restricting all but a few computers from even allowing access to Twitter, Facebook, etc. Yet even the very few computers allowed access, someone seriously dropped the ball and tweeted sensitive information.

The Ministry of Defence, similar to our Defense Department, is an elaborate, highly-trained, and well-funded mechanism. If they can’t stop harmful tweets – what can you do to protect yourself or your company online?

What is very important to realize is that controlling information you consider sensitive or personal is paramount. You can employ the latest and most expensive techniques to keep employees, family, legal information or trade secrets safe from exploitation and still have a HUGE failure – like military secrets on Twitter.

I cannot stress enough that it’s best to strictly define what is expected from your employees – especially via Twitter, Facebook or any other networking site. Can you imagine what a disgruntled employee might say about you online? Can you imagine how quickly that might spread to your clients and harm your business?

Just as you may use Social Media/Networking to your advantage – and I work with a lot of clients on this – you need to monitor and police what might be a disadvantage. If you expect people to respect and trust what you publish online, what’s to say they won’t respect and trust something circulating the internet that isn’t true?

Let me know if you need some easy (and even FREE) monitoring tools to keep you safe and well positioned! I’ll see you back on Friday!

Tell a Friend,

TZ

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.

Military Secrets Leaked on Twitter is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.