Zazza Media Strategies

I was totally deceived for a while!

Tony Zazza — Fri, 07 May 2010 15:49:59 +0000

Ever have a nagging feeling only to find “definitive facts” that shoot your feeling down? Here’s the deal: companies are always looking for new ways to make money, buy advertising and reign supreme. Of the larger brands in the US, McDonald’s is a ferocious beast. Who else would try to take on Starbucks at their own game?

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

Blame Game going Bad.

Tony Zazza — Mon, 03 May 2010 16:03:04 +0000

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

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

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

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

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

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

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

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

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

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

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

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

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

It’s the end of Google Search…

Tony Zazza — Fri, 30 Apr 2010 15:33:02 +0000

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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It’s the end of Google Search… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Want to See What Facebook Shares About You?

Tony Zazza — Wed, 28 Apr 2010 14:59:50 +0000

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

Your Breasts are Causing Earthquakes: REPORT

Tony Zazza — Mon, 26 Apr 2010 13:59:59 +0000

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

Check out Lamb Bacon!

Tony Zazza — Fri, 23 Apr 2010 15:24:13 +0000

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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Check out Lamb Bacon! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

The BIG Idol Gaffe Off-Air (Disturbing)

Tony Zazza — Wed, 21 Apr 2010 14:51:09 +0000

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

This adds to the List of the Worst Ever!

Tony Zazza — Mon, 19 Apr 2010 15:22:31 +0000

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!

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

Do Pepsi Bottles Smile at You Like This?

Tony Zazza — Fri, 16 Apr 2010 14:08:54 +0000

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!

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

I’m Getting Fit by Playing Catch-Up?!

Tony Zazza — Wed, 14 Apr 2010 14:59:52 +0000

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!

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I’m Getting Fit by Playing Catch-Up?! is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

This is all kinds of stalker-ish

Tony Zazza — Mon, 12 Apr 2010 19:33:59 +0000

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!

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

This Might Be the End of Me

zmsjosh — Fri, 09 Apr 2010 17:43:55 +0000

Often enough, media strategies get redundant and die out. Because of how interwoven media strategies and marketing are now compared to just a decade ago, it is more important than ever to focus on the end.

Podcasting and the iPod

Marketing with Podcasts, Podcasting and iPods for success - do your homework.

I’ve been on the radio for years. Podcasting came along and in concept made me seem irrelevant in the future. That was six years ago and even though radio is not doing so hot it is not because of podcasting. If anything, its because I’m not syndicated worldwide (joke).

Honestly, why podcast when people can watch video on their iPod? I do know of some people that work well while listening to NPR or Bloomberg. That’s not the masses though. It’s not broad enough. People listen when they’re at work or in the car and the driving factor is music. I chit chat a bit while on the air but you mostly hear music.

Focusing on the end user told me a long time ago that my audience was not interested in podcasting. They were interested in content. They seem to really like me keeping things simple and brief. It’s nothing personal because I love to hear a great tune too. It’s not about whether podcasting will go away. It’s about whether it’s end reach is large enough to be worth an investment.

Newspapers, Magazines and Print Media

Market with print media - newspapers and magazines - but focus on the end of the content.

Most people go online for their news. Like I discussed before, print media is in a HUGE transition period. But back in the beginning, CNN and The New York Times would charge for people to access “Premium Content”. This failed.

Paid content limits the end reach of the medium. Passive payment for content in the form of advertising is much more natural, back to basics and effective. I’m calling you out again, Rupert. Facing the end is essential. How many of you like to pay for news, music, movies, videos or applications?

Marketing with Media for Dummies

Everyone has their varying degree of acceptability on what they will pay for. When you consider media strategies for marketing, you must consider how will that end? Will it end to hundreds of millions or to a sparse few?

Do not over estimate any new technology or feature without using it yourself on a daily basis. Be your own worst critic. Get second opinions. Don’t talk to salespeople and hit the streets.

I hope everyone has a great weekend – can’t wait to stop by on Monday again. Drop me a line!

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

This is where DRAMA lives.

Tony Zazza — Wed, 07 Apr 2010 17:41:39 +0000

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

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

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

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

How do you capitalize?

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

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

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

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

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

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

Most Disturbing Games Ever – I’m Shocked.

zmsjosh — Mon, 05 Apr 2010 15:12:30 +0000

Yesterday I celebrated Easter with family and friends. We ended up eating a great brunch (Thank you to Paula Deen and her AMAZING French Toast Casserole!!) and drinking some great Bloody Mary’s. After eating we all started to play some games together like UNO, Monopoly and Taboo! I love games and I don’t think I could ever get tired of playing games (especially after a few Bloody Mary’s with family and friends!) But later last night I came across this video. It’s just over ten minutes so if you don’t want to watch just skip past it and I’ll give a quick low-down on the important items.

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

Why?

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

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

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

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

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

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

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

How FAT are We Making our Kids??

zmsjosh — Fri, 02 Apr 2010 14:31:40 +0000

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!

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

Make Millionaires at a Media-Filled Event…

Tony Zazza — Wed, 31 Mar 2010 15:01:21 +0000

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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Make Millionaires at a Media-Filled Event… is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

Sean Penn & How to React to Stupidity…

Tony Zazza — Mon, 29 Mar 2010 14:38:40 +0000

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!

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

Simon Cowell wins Emmy?! For what??

zmsjosh — Fri, 26 Mar 2010 15:00:33 +0000

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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Simon Cowell wins Emmy?! For what?? is by Zazza Media Strategies, a Dallas Area Media Strategies, Relations, Advertising and Marketing firm.

You could just pull your hair out!!

zmsjosh — Wed, 24 Mar 2010 17:51:30 +0000

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!

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

Well don’t I look sheepish…

zmsjosh — Mon, 22 Mar 2010 17:45:10 +0000

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