This Might Be the End of Me
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!
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.
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.
How FAT are We Making our Kids??
Making your Media Strategy a Call to Action might be Controversial but might be your marketing savior.
I LOVE to cook and enjoy a great meal. It’s a passion of mine to include wine, dessert, cheese and an incredible entree into a meal whenever I can. I love fresh foods and those that I know are healthy for me. Every once in a while though – I love a great pizza too. Is it as healthy for me as an Avocado Salad? No. But I sure do love it.
My friend, Janet St. James, reported last night on the DISD’s current efforts to change their approach to food in their cafeterias. If you haven’t heard, the U.S. is the most obese nation in the world. We have plentiful food – and a good portion of that food is not fresh. It’s a sensitive subject and one that a lot of people are passionate about: Food & Our Children’s Health.
It can be a heated subject and honestly I prefer to avoid political debate. So I avoid it. But then there are people like Jamie Oliver and his new show Food Revolution where he tries changing the cafeteria menu in a school district. He gets the cold shoulder from local media and a wicked eye from the lunch lady but there’s something VERY awesome about that: he’s getting exposure and media coverage.
Sure he has a show but if it wasn’t controversial and up-front, how would it be good for ratings? If there wasn’t an element of passion and adversity, why would the media want to cover it? Honestly, their strategy is very lackluster for online media. But they have enough of a traditional news media strategy that they are sparking conversation and reports linked to their show. Reporters like Janet St. James have covered this before. Janet is one of the best reporters specializing in health that I know. Shows like Jamie’s offer reporters a chance to engage a sometimes non-chalant audience.
Sometimes the best media strategy is all about your mission. Want to change the world? Do it. Tell everyone about it and create your own call to action. When you offer a way for people to become active themselves you are more likely to get a response and see real results. What’s your call to action?
I hope everyone has an amazing weekend and for those of you planning Easter Egg Hunts – I’m hoping for sunny blue skies! See you 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.
