February 5, 2017 Posted by Admin

Super Bowl advertisements vs. public relation's return on investment, ROI. I have pondered this question for quite some time --- do industry giants purchase an ad because of the esteem it brings to a brand? Alternatively, do they knowingly count on the advertisement to produce an avalanche of PR, aka free organic media, and social buzz to expand their brand message beyond the Superbowl’s audience?Fortune had an interesting article on the reasons behind the outlay of millions to be seen in

January 17, 2017 Posted by Admin

Don't Compete. Create. were powerful words used by Brian Seth, President, Chief Story Teller at Story Tech Immersive to describe habits we all encounter. Those three little words stopped me in my tracks. I’ve given these words a lot of thought and here is what I’ve concluded -- these words can either deliver impressive or mediocre results, depending on which words you choose to use. Trust me when I tell you this because I've experienced Don't Compete. Create. first hand.Don't Compete. Cr

January 4, 2017 Posted by Admin

My inbox was overflowing with emails on the topic of trends as 2016 came to a close. The subjects varied, but the premise was the same: What are the new trends in social media, webinar marketing, travel, food and many others. As the new year rolls in, are you rushing to enlist all of the “new trends”?  If you are, I have one word of advice: STOP! Please understand that trends are useful and can be very beneficial, yet they should not be the foundation on which to build a business.Thrill

December 13, 2016 Posted by Admin

Swimming with the Manatees is a feature article I wrote and got published in the Naples Daily News, Naples Florida, on behalf of Discover Crystal River, Florida. The destination does not have the large budgets of a Miami, Orlando or Tampa but I've learned over the years that creativity and a compelling story idea usually trump large budgets!The managing editor at Naples Daily News stated that he liked the idea that I was pitching because it was different from the 100's of other story ide

November 30, 2016 Posted by Admin

Black Friday sales pledge for Patagonia is a smashing success. Who says doing what's right can't be profitable!Patagonia shows the world that a company with heart and soul is not only doing the right thing but beating sales expectation in the process with its Black Friday Pledge to donate the day’s proceeds to charity. I guarantee that the goal for Patagonia was focused on their give column, not their profit column -- that’s why they are exceeding expectations! It’s that old adage;

November 15, 2016 Posted by Admin

Public Relations can be elusive and unpredictable. Why do you ask? Publicity does not work like advertising or like social media; it defies schedules. Sometimes it takes weeks, months or even a year for publicity efforts to pay off. Securing feature articles in prestigious media outlets make it worth the wait!I wanted to address this topic as clients often ask when will the article be published? Why isn’t the article published as promised? We hosted a journalist, over a month ago where is

September 14, 2016 Posted by Admin

Destinations and Hotels need to understand the happiness effect on travel.  Fortunately, Trip Advisor released "The TripBarometer: Psychology of Travel." An excellent survey focused on what motivates travelers. As a trend nerd, I am pleased to report that many of the trends did not come as a surprise, but one did catch my attention, and I would like to explore it further here.One of the trends reported that 60% of women were excited during the booking process. Did you also know that 80% of

August 27, 2016 Posted by Admin

America is making history this year with the centennial celebration of our national parks systems. Have you celebrated the centennial of our national parks? USA Today recently penned an informative article on the topic, and hundreds of other magazines, newspapers, and blogs have written about this history making event.I as an American, can't believe I've not been to all of our national parks. I think of myself as a seasoned traveler as I've traveled extensively. Honestly, I'm a little asha

July 3, 2016 Posted by Admin

Local travel experiences were one of the topics addressed in the Skift webinar, 'How DMO's & Their Partners are Using Digital Content to Define & Diversify Their Brand Identities'. Leveraging local digital content is an intelligent marketing tactic, one I've been using for decades and I've also been writing about it since 2013.  This strategy helps me win headline news. And as a modern marketer, it's also helping me to increase engagement across a variety of social media channels.O

June 24, 2016 Posted by Admin

According to TripAdvisor, 230 new reviews are posted every minute. That's a huge engagement rate wouldn't you agree?As a marketing communications professional I'm often asked, "What do you recommend for a reputation management strategy on TripAdvisor." My answer often pauses the conversation, "Reputation management starts in the kitchen, in operations, with upper management, behind the front desk, with F&B, in housekeeping, with maintenance and so on".  Marketing should be the last pie

Subscribe to Zapala’s Blog via Email

This blog is dedicated to supporting, educating and discussing topics of interest relative to independent and family owned hotels, resorts and boutique inns, and related travel lifestyle brands. Please know your email will never be shared.