So imagine a staple of Online Media at the center of a swirl of rumors. Facebook was rumored to start geo-location support. It’s been the nerd talk for 2010: geo-location. Sites like Foursquare and Gowalla are leading the way. But just like Twitter, Facebook seemed poised to announce a new geo-location feature for accounts. With a huge user base, Facebook could easily put Foursquare and Gowalla on the path to shut down.

Facebook’s big developer conference ended without squat about geo-location. Then yesterday, the advertising world was buzzing about McDonald’s and Facebook. Turns out McDonald’s will be the launch advertiser to use Facebook’s upcoming geo-location feature. Check in at a McDonald’s and get a free fries or something. Can you imagine being enticed to show your phone the next time you order a Big Mac?

Geo-Location and New Social Media Tools from Facebook will make your business more profitable.

I’ve been hesitant to mention geo-location until this very moment. Mainly because if you’re not in New York City, maybe 5,000 people are using either Foursquare or Gowalla. On top of that, there was no clear leader between the two. No reason to invest in the idea until now. The moment Facebook launches it’s time for every company or business to analyze implementation to their media strategies.

Rewarding people for sharing their patronage with friends is network marketing making things happen. “Free” advertising for minimal cost. Chipotle still engages in a similar form of “free” network advertising. At locations near college campuses, Chipotle would offer free burritos on Saturday. What college kid gives up a free lunch? Chipotle would spread the word a bit and before you knew it, college kids loved Chipotle. They loved it so much Chipotle has an entire college campus marketing division.

With the impending launch of geo-location on Facebook, I don’t recommend panicking. It’s ok to get an extra cup of coffee and visit sites like Foursquare. Just don’t feel overwhelmed quite yet. It is the weekend in a few hours after all.

The potential from this news is extraordinary. It will also quell any detractors out there as well. It is very clear that McDonald’s is getting this unique privilege from a very large media buy. The full details are not clear but in what will sure be a big splash, McDonald’s will help transform Online Media trends.

For the average small business there might be a learning curve. That’s expected. Considering that you want people to visit your business you will probably catch on quickly. Sending “Check-In” promotions to friends who hopefully then visit and “Check-In” themselves. From there their friends see where they “Checked-In” and love the promotion so they show up and “Check-In.” After that it gets quite cyclical and the potential becomes beyond incredible.

Have you already been having fun with Foursquare or Gowalla? Let me know! I’ve been trying it out myself a bit under a pseudonym and it can get addicting fast!

Have a fantastic weekend and I look forward to seeing you here again on Monday!

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TZ

I was totally deceived for a while! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

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.

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

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

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

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

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

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

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

Should the average consumer be concerned?

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

Should marketers feel guilty for using information from Facebook?

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

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

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TZ

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

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

Lamb is on the long term rise. Is your business ready to have long term success with a long term media strategy?

The American Lamb Board (ALB and yes, there really is one) is predicting 2010 to be the year of the lamb. A “meat fashion” sweeping top chefs, restaurants and grocery stores alike. Ground lamb, neck cuts, stomach cuts – you name it, lamb is taking off. Are you already a fan?

Meat & Livestock Australia, the organization promoting lamb in Australia, has been running ads and contests in hopes of fast service chains adding lamb to their menus. The trend is advancing along these hallmarks: affordable, versatile and local. Small lamb producers nationwide are seeing their cuts for customers increase in variety and frequency. Where many farmers would sell an entire lamb they are now complicating their cuts and offering a market variety.

Why this sudden shake up in the meat industry towards lamb? Well it’s a complicated strategy. A little bit of splash and flash. A solid hometown story and finally a multi-national effort. It’s not rocket science but when I consider products for a media strategy I have never considered lamb. I’m more of a beef and turkey guy myself.

Ask yourself if you would consider lamb. What comes to mind right away? The ALB acknowledges the not-so-yummy stigma with lamb. It also plans to approach most of the younger generations as a customer base. This way there’s less of a stigma to fight and more of an adventurous spin they can use. The fact is that almost one third of the US population has never had lamb before.

What’s very interesting about the ALB’s efforts is that they are long-term. Many companies and brands thing long-term on scales of epic proportions and global dominance. The ALB wants lamb to become a staple food for US households. They also understand that becoming that entrenched in a nation’s diet does not happen in even one single generation. They’re in it for the long haul because they know that in order to get what they want, they’ll need to take small steps.

I’m typically impatient myself. For you that means the potential of more lamb on your plate. For the burgeoning media strategist it means that there’s no timeframe for results or projects. It’s kind of silly to have a long term vision of success without a long term vision for strategy. Why work for perpetual prosperity with instant efforts? The equation simply doesn’t add up.

That’s all from me for this week! Hope you all have a great weekend and I’ll see you again 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.

Check out Lamb Bacon! 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.

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 up to date and working best. Build business from the best places.

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

It’s the same for your media strategy.

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

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

• You (Your Assets, Flaws & Potential Assets)

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

• Your Media Efforts

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

• Your Public (Current & Potential Customers)

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

Get a note pad – Now!

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

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

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

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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.

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!

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

Marketing has many options for success and as the Principal of a Media Strategy firm that offers every conceivable option, I speak from experience. There is a very essential concept that I share with every client and anyone I meet. I do the exact same thing as I’m about to tell you. Here’s the concept:

• Resource Marketing

This concept has many options to execute. It’s essential because it can be the answer for many customers in many circumstances. For example, if you send postcards to past customers with discount offers, a few customers who may have forgotten you will be reminded and even enticed to return. If you choose to send email newsletters you could send product updates and further entice customers to return for your great new product.

Building a Resource Marketing technique has many options. Mail, email, website and newsletters have various pros and cons. Choosing the one that’s right for you takes time and determines success.

Visit here on Friday for another Tip & Strategy.

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TZ

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

Build a Resource for Customers is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.