Talking Real ROI Here

Wow. That was great.

To all who attended ESA’s ROI2013 Conference: THANK YOU. We hope you got as much out of it as we did.

And that is the simple point of this post. We’d like to ask not just what you liked or what things will stick with you through the year, but also what changes you’ll be making as a result of ROI2013. You can add your comment below, or connect with us via Facebook or Twitter.

That said, we’ll prime the pump with three of our own. Feel free to jump in!

1. Stand for Something.

Where will your “Moneyball Moments” arise in 2013?

How will you compete and win by using a different approach? What contrarian things will make you stand out from the rest of the market? What will be your response to combat a perceptually “commoditized” media market? You can’t wait for these moments to happen. You have to create them.

2. TV is My Showroom

Great challenges produce greater results.

Competition will intensify even more over the next 12 months, especially given the uncertainties facing the consumer retail market. Add in a new set of challenges like showrooming, and it’s obvious that retailers are staring down another challenging year. Will local businesses respond like John Bartrom of Jericho (“TV is my showroom!”), or not respond at all? And how will you respond?

3. We Don’t Test TV. It Tests Us.

Simple advice, yet so true.

The truth is, local businesses should not be testing any media today. They should invest their dollars with an expectation of results. Testing media is a waste of money and time. Television — and other media — test us. They test our ability to deliver the outcomes that business expect. Will your team pass this test in 2013?


As we mentioned in the opening and closing of the conference, we really do love “being there” with you. It is a highlight of our year. We hope you found enough reasons to make a change in your 2013, and to join us again in 2014 (Note: ROI2014 is January 15-17, 2014 in Fort Myers).

Please post your comments below, or join the dialog on Facebook or Twitter.

And with that, together we’ve just raised the bar, again. Keep doing your part to raise it even higher.

Thank you.


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Dave Eckstein, ESA & Company | Real. Local. Results: 2012Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.

THANK YOU to all who attended ROI2013!

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