The Avail Indicator

ESA & Company | Q4 Jumpstart: 20122012: THE Q4 JUMP-START | ESA & COMPANY
Estimates for 2012 are all over the map, and most are cloaked in a waning degree of confidence. How good will your 2012 be? It’s directly related to your sales performance in Q4 of 2011. The following is one of a series of quick posts to help local sales teams get a jumpstart on 2012 … right now.

QUESTION:
Is your sales team — specifically the developmental account execs — apprised of Q1 2012 avail requests?

ANSWER:
This level of activity is a good indicator of how much 2012 planning is afoot.  Simply stated, we should be ahead of this activity, because the agencies that are calling the station have already had their planning meetings with their clients for 2012.  Waiting until December or January will surely elicit comments such as “Your timing is bad, we just laid in ’12”.  This is client-speak for “If you knew anything about my business — or yours — you would’ve called me in October!”

ADVICE:
Be a part of the conversation now, or a victim of the fallout in 2012.

ESA & Company | Q4 Jumpstart: 2012Roland Eckstein is the Managing Partner of ESA & Company, an advertising strategy firm based in Red Bank, New Jersey that accelerates profit for local businesses.

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About Roland Eckstein

Roland Eckstein is the managing partner of ESA & Company

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