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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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.

It’s the end of Google Search… 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.

Get your media strategy in shape by playing a bit of catch-up!

I’ve talked a lot about feeling behind, poor time-management or simply getting with the times. Today I want to encourage others to make that bold effort to step out, put the running shoes on and hit the pavement. Catch up to the world around you by learning something new everyday. Here’s how I did it myself.

I was slow to join Myspace and I joined Facebook at the same time. To this day I do not think I have a full grasp on all of the features of either. So when I started my business I quickly realized that if I wanted to ride the new ‘Social Media Wave’ I had to play a lot of catch-up.

It’s a lot to handle at once. I meet a lot of clients that are in the same boat I was. When realizing that you’re in a technology sink-hole you cannot ignore it. That’s the first mistake. The second mistake is that people avoid asking for help because they get embarrassed. Trust me, I know EXACTLY how that feels…

So after I realized I couldn’t ignore my sink-hole and because I don’t like asking for help I found a great friend: Google News. There I found my way to the Sci/Tech section where I became even more baffled by what I read. I do not speak tech jargon. I do not know more about computers other than email, internet and turning the darn thing on. Call me simple, but finding news that wasn’t on TMZ, PerezHilton, MSNBC or WFAA was a revelation. A very daunting revelation at that.

I’ve known many people who have quit at this step. What sites do you trust? What does any of this mean? Am I doomed? I was flabbergasted. I have spent over 15 years in the ‘traditional’ media. New online media is gaining strength and at the time I didn’t have any experts on staff to help my clients with websites, social media or networking. I was alone getting my clients on television, radio and in the newspaper. But I knew that soon clients would come to me to answer their online media questions and I needed to prepare.

After a day or two of browsing these new sites I found a friend gave me an analogy that helped a ton. It was suggested that I approach learning about online media like I approach working out in a gym. You can’t lift all of the weights on the first day. You can’t run that seven-minute mile right away. You can, however, get your feet wet and pick up a light weight. You can run a half-mile the first time. You won’t be a gym pro by any means, but you’ll catch-up. You just have to get ‘fit’ before you become an expert.

Slowly, over a week or two, I read a few articles here and there that interested me. Most importantly, I focused on those that I understood. I learned new things, heard the latest rumors and found myself reading more and more. I found new ideas to execute and when I went to add to my team – I knew exactly what I wanted. My business has grown significantly and it was all because I took the reigns and grew my media strategy to encompass something new.

It’s essential to my clients now too. Everytime I visit Wired News, ZDNet and CNet there’s something new or revealing that makes my business better. It allows me to offer more to my clients. I’m not a full six-pack of online media muscle, but I’m definitely well-versed and able to keep up with the best of them.

Hope everyone’s week is going well! Shoot back with some of your favorite sites and 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.

I’m Getting Fit by Playing Catch-Up?! 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.

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.

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.

Grow your business with the most important habits, tools and strategies for marketing, advertising, media relations and public relations.

I find that the most common dilemma that people looking for exposure or business have – whether they know it or not – is whether they are doing anything right to reach their goals. Sometimes I meet people who do not have any one single goal. Sometimes they only goal they see is a dollar sign followed by six to eight figures. Everyone has different goals and there are many ways to do business. How can grow consistently and effectively?

There is no one specific answer. Many people hire consultants or consultants that perform service work like myself. But if you’re not one of my clients right now let me give you the three most important ways any business can grow:

• Track your sources of incoming business.

Gathering information from customers on how they came to be your customers tells you what is working. If you know what is working you can learn how to expand your marketing efforts.

If you’ve never kept track of where your customers come from – log each month of your sales and activity. Compare when you saw the most sales to when you remember marketing. Do not log when you may have paid for a mail-out for example because the mail-out may have reached the hands of your customers at a different time then when you paid the bill.

For those who haven’t started their business yet, never start a marketing or media strategy without a way to track new business from them. Here’s a HUGE hint: Sometimes the best results appear long-after the marketing or media push.

• Allow customers to return.

This sounds odd at first but look at it simply. Offering coupons to return, operating for at least nine hours a day and responding quickly to complaints allows your customers to return how and when they want to.

Coupons or specials will entice them. Operating consistently reduces the chance they will show up to a closed business – walking away disappointed. Responding quickly to complaints improves their feeling of value and importance.

• Market regularly to ideal customers.

Never lose pace. If you want regular business you have to regularly work for it. Whether you work by developing new strategies or by writing a check to the printers: work for it. The biggest tragedy is a great idea dying and passion losing wind.

I cannot speak for other Marketing, Advertising, Public Relations or Media Relations firms but when my long-term clients notice a decline in reaction to their current strategy, I have the ability to offer and develop an updated strategy. Make sure you regularly take a look at what you’re doing to draw business in. For some they monitor their strategy monthly while others monitor their strategy annually. Consider your goals to decide your pace of marketing.

It’s also very important that you don’t get too anxious. If you’re planning on staying business for a long time then you don’t what short-term results. Consistently think long-term for your business, marketing strategy and results tracking.

I hope everyone is ready for Friday, I sure am! I’ll see you again then – 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 3 Most Important Ways to Grow is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Filling out and expanding into your business white-space not only grows your business but also your media exposure opportunity.

There are a lot of great ideas out there and a lot of people who talk. There are only very few people that actually act on them. There are even fewer people who consider themselves successful with their ideas. How can there be so many people that are considered unsuccessful and then there are people like Warren Buffett or Russell Simmons who own empires of diverse companies?

I had the privilege to have Russell on my show a while back. He’s a great guy and I recently heard him speak of his business approach to growth and sustainment. What struck me as interesting was his mention of ‘filling in the white-space’ in business. He couldn’t stop talking about how his endeavors and companies fill a white-space in the business world and how innovative he feels his ventures have become. Outside of determination, hard work and passion, Russell accredits his choice of filling white-space for his success.

When Russell is introduced to an audience or in an interview he is known as a mogul of branding and identity. Over decades Russell has made his name synonymous with entrepreneurship and expansion. If his strategy is to always fill the white-space of business – how can you apply this for your gain?

It’s not an easy strategy but it is simple. When I consult with clients I take a great amount of time to analyze their needs and their assets. What do they contribute that I can enhance and gain exposure for in an effective way? What makes my client special and news-worthy? Often I find potential clients that offer great personalities, amazing ambition and tremendous heart but their focus is too narrow and too short. They are not filling in their white-space.

Own a candle shop? Why not sell soaps or other smell good items? Home decor, furnishings and books on every home-related subject imaginable can effectively fill in your white-space. Check out Rodney Anderson. He started with mortgages alone and now offers insurance and credit advice. You don’t have to invent an industry – you only have to fill in the white-space.

Increasing your work-load may not be what you particularly need or can handle right now. I completely understand. Why not fill your white-space with other people? Building relationships designed to help the consumer can only grow your business. Consider the benefits to expanding services: expertise, opportunity and exposure.

The media loves people who are diverse in their subject matter. It means you can answer more questions and you are more versatile for articles, interviews and news clips. Are you filling out yet?

It’s already Monday and I feel like I’ve ran through my week – where did it go?! I’ll see you back here on Wednesday!

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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 filling out too much?? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Stay on top of trends and information by allowing the Media to come to you. Make your strategy effortless.

Ever feel like you’re playing catch-up? Whether it’s work, family or even just some rest and relaxation, playing catch-up is annoying and frustrating. I feel like I’m there every week! Things get too fast or they’re not fast enough. Either way something must be done quickly and other items are pushed down the to-do list. It’s a huge bore. HUGE.

When it comes to plotting your strategy to take over the world – or your industry – the Media never seems to sleep. It may move at a snail’s pace, but it never fully stops. This does get very overwhelming and tiresome. It’s a never-ending marathon. And I hate to run.

What’s also great about it is that there are tools to help you stay on pace with the Media and not lose precious hours working. You can literally find the Media knocking at your door by taking advantage of some time-tested tools. They’re very quick to put in place and honestly these tools are becoming more and more essential.

First, discover Google Alerts. Sign-up for an account with Google and you can have search items sent straight to your inbox. Like to keep up with the Chicago Cubs? Set a Google Alert to literally search for ‘Chicago Cubs’ and email you either daily or as-it-appears with a link to the article, page or website mentioning ‘Chicago Cubs’. This works great for keeping up with your industry.

One of my clients uses it to keep up with her franchising company. Results are delivered to her inbox. Sometimes its odd articles about other nationwide locations and sometimes it’s a friend mentioning her location on their blog. It’s really usefully to keep random news coming to you without having to routinely search.

Second, find some way to track and analyze traffic to your website or blog. Do not use a ‘Hit Counter’! Those were cute when you could build an AOL Free Webpage back in 1997. They’re useless now. You want to know where people are coming from. Is it your Facebook? Is it your local newspaper? Your YellowPages ad? Knowing where people are coming from helps you in so many ways.

Let’s say you sell toy animals. You advertise, you’ve joined the Chamber of Commerce and you’re tweeting away. You’re sitting pretty good. You then begin to analyze your traffic and see that there’s a local toy animal fan club you knew nothing about that is accounting for a good portion of your traffic. You now have the knowledge of a great source of customers and advertising that you had no idea about before. It’s almost magical where your web traffic can come from!

Lastly, discover Trending. Whether it’s Twitter’s topic trends or Google’s Hot Trends, knowing what is capturing the attention of the online world can help you know what’s new, hot and in demand. All with no effort from you.

Do you sell collectable 1980′s movie posters or former child star memorabilia? This morning sadly, Corey Haim was discovered dead. Too young to pass on in my opinion and I’m sure in yours but if you specialize in such material, maybe you should advertise your Corey Haim products because their demand and value have increased. Sure you could search news sites and search the web for every person you may have products for – but why waste time? Discover breaking news fast.

It seems spring is finally arriving! I’m so excited – ready for warm days and bright sunshine! I’ll see you all back here on Friday to get ready for the weekend – keep in touch with comments!

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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.

Guess what was knocking on my door today… 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!

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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.

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.

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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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.

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

Things Pile Up Fast! Keep your strategy on top!

First let me apologize for posting later than usual. I took my measuring tape outside with the dogs in the snow and saw 8″ fell from yesterday! All three of the babies were running around wild in it. Though Mac did get annoyed and started to bark – that’s when I knew it was time to head inside. LOL

I’ve got to admit – just like the snow outside, I found things inside just piling up. My desk looks like a disaster zone! It’s been an extremely busy week. Last-minute clients for special projects, new long-term client introductory meetings and then finally: snow. Who’d ever think we’d get 8′?!

In all this chaos I had to share with you a key to my success. Things pile up rather quickly from time to time. It’s a good thing. It’s also horrible for my nerves! I’m sure you feel the same way – and when you’re busy managing and marketing your business things don’t seem so easy. So let me share with you a strategy secret I’ve carried around that has helped me in times of chaos (Besides a nap or Mexican Food) :

Prioritize Results, Recognize Results and Journalize Results.

There’s no need for any strategy development or new ventures when you’re busy with what you’re doing. Keep in mind that if you’re at a point of continual frantic chaos – you should consider hiring help and/or increasing prices. But if you’re in a relative spurt of activity always focus on the results.

I always make sure that I and my client recognize the results. Don’t let your work go unnoticed – that’s what you’re paid for, right?

Most importantly is that recognizing results translates to recognizing the impact of the results. You can then properly analyze your work. Could you expand and increase business or was this spurt of activity the result of a rare occurrence? Find the pattern to your business.

Journalizing results means you can show your work to future potential clients. It makes your business more legitimate. Building a history gives you incredible credibility. An artist’s portfolio is essential for them to get their next job – hold on to any journal of your work religiously.

Enjoy your weekend – whether you enjoy snow, sun or both! I’ll catch back up with you on Monday!

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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.

Things are piling up fast! 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!

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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!

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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.

Time slips away quickly - even if you're watching all of your minutes!

What’s even more odd is that there are some days where I’m really good about getting up on time. I’m out the door, I have energy and yet still – my day slips away and somehow chaos follows me like a rain cloud. Ever get that feeling too? I’ve planned plenty of schedules for myself over the years. Do you think that’s ever helped? NO!

When I hosted my morning show I was up every morning on time (well, maybe just a few times I pushed it a little). Now that I’m my own boss I make sure I’m up and at ‘em by 8:00a. That’s still a good time but at the end of the day no matter if I keep to my schedule or not – chaos follows me and it seems like my day has somehow slipped away. I mean, c’mon, really?!

Here’s what I’ve come to love to do to help me get over that chaotic feeling whether I keep to my schedule or not: I plan to accomplish little things. Whether it’s simply paying a bill or spending all day to organize a feature story for a client. If I remind myself of a few things to accomplish – things that I can truly say they’re done – no matter how big or how small, I feel much less chaotic and suddenly that rain cloud turns to sunshine.

Do you have a simple trick to stay on top of your day? Sometimes I have to count a dozen or so emails as being my little tasks for the day. Sometimes business is at full throttle and other times it’s creeping through a school zone. How do you keep it all motivated? For a Monday, thinking about organizing your work and your strategy makes for a very accomplished day. It does for me anyway!

Come back by on Wednesday – I’ll have something juicy for you then!

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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.

It's all about the little things. is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Domino's Recent Marketing Ploy May Have Already Backfired.

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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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.

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