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.

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!

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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.

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!

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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.

The BIG Idol Gaffe Off-Air (Disturbing) 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.

Build your media exposure by interacting with news stations on social media.

Ever notice that trend last year for dozens of news anchors and reporters who joined Twitter? Visit most news station’s websites and you’ll find somewhere to learn more about your favorite news personality AND what their Twitter account is. Now check: are you following them? Are they following you?

There’s a secret to why news stations push hard to build Twitter or Facebook followings. For an industry that heavily relies on ratings and numbers of viewers, finding new ways to track viewership enhances their ability to sell airtime. But while that might seem as the most obvious reason, the biggest secret is that they can use social media to produce content.

I have a huge complaint with news stories that are receive too much coverage. In a lot of instances, such over-coverage has stopped. That’s mostly due to news stations vetting topics through social media. They ask their viewers what they think and when they hear a lot of complaints – they act.

How can this affect you?

Since you know a lot about your chosen profession, you have a lot to contribute to any news story that deals with your industry. It happens all of the time with me. I see a story about something I know a great deal and I yell at the television. I comment with friends or family who saw the same story or report. I have an opinion and something to contribute.

Until recently, there was no real effective way for typical viewers to contribute. Sure you can go to the story online and leave a comment. You can contact the station with a phone call or by email. When do you see that directly effect a story that is going to air and not one that has already aired?

Especially when reporters or producers vet stories via Twitter – how can you not see the potential to put in your 2 cents? Now keep in mind that there are a lot of average hourly workers that offer their opinion as well. Those opinions are important but they contribute to the overall newscast and not to a particular story. If you’re an expert – you can directly contribute to a story.

To help build your status as an expert in this situation you will need to have a professional website, professional credentials and preferably your own generated content. That way your contribution is taken seriously and it will increase the odds of your contribution being used. I’ve talked many times before about how to make yourself more accessible and how important that truly is when people go online to look for you.

Taking yourself seriously means that others will as well. When you start following your favorite reporters or anchors keep in mind that they have a deadline. They have a level of standard. You need to work to their needs first and remember the ultimate rule: you have to actually be on Twitter to take advantage of this opportunity!

I hope you all are having a good Monday – mine has been off to a crazy start! Have a great week and I’ll see you here 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.

This is all kinds of stalker-ish is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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.

How FAT are We Making our Kids?? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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

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

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

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

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

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

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

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

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

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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.

Make Millionaires at a Media-Filled Event… 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.

Simon Cowell - Media Marketing Mogul or Emmy Winner? What makes branding and revenue limitless?

Another person with an Emmy and it’s not me. Well someday maybe. American Idol has been rocking and now, with Simon’s imminent departure, his second best show ever is coming to the US: X Factor. Do both of these show really earn Simon an Emmy?

Here’s the thing: American Idol, Pop Idol, Britain/America’s Got Talent and X Factor are global. They span more than a decade and millions upon millions upon millions of dollars in revenue – a second. I’m just kidding – it’s every 60 minutes. I don’t think I’d give him an Emmy – I think I’m going to create my own “Media Marketing Genius” award (I may need help to come up with a better name!)

There’s not an element of any of his shows that do not churn revenue regularly. Want to vote by text? AT&T pays for the exclusive advertising during voting by text rights. Want to hear the judges give their critique? You have to see that they’re drinking from Coca-Cola cups if you do! Think the show ends in May? Hardly! Those contestants and the winner tour for months while the show starts the audition process for the next season!

The big concept Simon has down is that everything you do has the potential to earn money. It has the potential to be valuable to someone – just find them. This television phenomenon has taken branding to a whole new level. Auditions cause a stir, you can buy the contestant’s songs each week and you can finally buy the debut album from the season’s winner. Where do you not see potential?

Officially today I announce Tony Zazza’s [Insert creative name for a media marketing genius] Award – Candidates will be announced after we come up with our clever and creative name. So please, send in your nominations, your suggestions and spread the word! Tony Zazza is looking for a genius!

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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.

Simon Cowell wins Emmy?! For what?? 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.

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.

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.

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.

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

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

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

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

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

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

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

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

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

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

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.

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

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.

Pepsi has a long tradition of Advertising and Marketing around a Super Bowl Ad - Not in 2010

… If you did see the commercial – you were NOT watching the Super Bowl. Nothing hilarious and nothing noteworthy about any ads from the cola manufacturer. If you, like millions of us yesterday were (I had queso, dip and great sliders! Yum!), were watching the Super Bowl you saw millions of advertising dollars for Coca-Cola and Doritos. However Pepsi was noticeably absent yesterday.

Instead of spending $30 million + on marketing and buying airtime for the big game, Pepsi turned to an online campaign called ‘Refresh Everything’. The company built this online campaign with a blog, Twitter and Facebook account to reach out to local communities with grants ranging from $5k to $250k. Grants have been distributed based on input from the nearly 400,000+ followers and fans. Even NFL stars were given the chance to choose local community centers to receive a piece of the $20 million Pepsi was dolling out.

Has it worked? – Yes!

This campaign is being referred to as a ‘Crowd-Sourcing’ project and so far Pepsi has already received 21% of Super Bowl-related media coverage and buzz. This coverage and buzz is great for their public image AND keeps them involved locally. To make matters even BETTER: rival Coca-Cola has only received 2% of coverage and buzz for their marketing dollar. Sometimes it’s the strategy and options you use when marketing and NOT the amount of dollars you have to spend!

Who do you think is the winner here?

I’m exhausted from being so festive yesterday – plus the weather is gloomy and it just makes me want to stay inside! Let me know what you think of today’s post and I’ll get back to you as soon as I can sneak in a quick nap! LOL. I’ll see you again on Wednesday for another post!!

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.

Did you see that HILARIOUS Pepsi Commercial?! WOW… 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!

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.

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

Have you looked to see if you're in the News?

What is so intriguing is that my agent has clipped articles throughout the years that pertain to his industry. The articles range from industry news to stories of local families impacted by the unexpected. Each article is an opportunity to inform and start conversations for his services.

My agent has been around for decades and loves to brag about his planned retirement. To long-term clients like myself, we’ve heard all of the stories through all of years. It’s a great information tool for him. News articles give a credibility to the information they present. Even though my agent is not mentioned or interviewed in any of them, they’re great assets that help inform his clients and they’ve obviously produced results.

Media offers results. How you choose to use media immensely impacts your potential to grow. I spend a lot of my time doing homework: researching my client’s industry, catching up on the latest news and determining the most effective strategy for success. Whether you’re in the news or not – are you using the media as a tool?

Have a great Monday and I’ll 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.

Are You in the News? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.