Chris Ohlinger, CEO of SIRS | Love ‘em or hate ‘em, Walmart’s recent moves hold a few lessons for local retailers today.
Displaying posts written by
Dave Eckstein
who has written 27 posts for The Catalyst.
Nov
30
2009
30
2009
Oct
1
2009
1
2009
Three Ways Google Adwords Fails The Local Business
Dave Eckstein | Tempted by the “cheap and easy” feel to paid search? Local advertisers had better look elsewhere.
Jul
1
2009
1
2009
The Automotive Pipeline
I overheard something the other day that made me cringe. I’m paraphrasing here, but it was something along the lines of “Well, it just doesn’t make sense [as a media sales rep] to call on auto dealers today.”
Whoa. We had better pause a moment before carrying through on such irrational thoughts.
Last month, Toyota announced its [...]
May
1
2009
1
2009
Being #1 on Google Only Half the Battle
Dave Eckstein | Yes, you want to be #1 with Google … but you don’t want Google to be #1 with you.
Apr
16
2009
16
2009
The Real Path to Advertising ROI
Dave Eckstein | Now that we can measure so much, have we forgotten to measure what counts — especially when it comes to advertising ROI?
Apr
1
2009
1
2009
Simplifying the Broadcast-or-Cable Decision
TVB publishes a list called “Key Questions for Your Cable Guy” … a collection of things any advertiser should ask their cable salesperson when considering a local cable buy. It’s helpful, especially when you realize that local cable outfits are outselling many broadcast stations today.
Some of the questions on TVB’s list include:
Are all customers inter-connected by one [...]
Mar
3
2009
3
2009
It’s Official: Broadcast TV Works
I’m sure we’ve all heard the great news by now.
I must’ve received a dozen emails on Monday morning (Feb 23) announcing that broadcast television was indeed, working. Imagine that. The article, published by Ad Age, stated that television’s effectiveness is increasing for advertisers.
Pardon us if we don’t seem so surprised by the news. You might say [...]
Feb
24
2009
24
2009
Freeing Up the Ad Budget
I’ll go out on a limb here and state that fully 30% of local ad budgets are spent in dying media. It’s probably a lot more than that, but I like to sandbag a little. Plus, the total share of local advertising dedicated to these media shrinks daily, so by the time you are reading [...]
Jan
13
2009
13
2009
Ten Media Sales Resolutions for 2009
No doubt, 2009 has the looks of a tough year. Okay, so that’s not the first understatement of the new year. As a media salesperson, you have a choice. You can jump on the “misery loves company” bandwagon, or try something that’ll make your sales grow (maybe even double) over the next 12 months.
That said, [...]
Dec
31
2008
31
2008
Searching for Answers (Part 2)
Dave Eckstein
Just in case you’ve been living under a rock for the past few years, paid search advertising is presenting a new set of challenges to advertisers and the “traditional” media sales team.
It is a viable option in a vastly growing local media space, one that offers ease of use and measurability. It’s a little strange, [...]
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ESA & Company is the nation's premier retail advertising consultancy. Founded in 1981, the firm works in over 70 U.S. media markets with thousands of local advertisers each calendar year. ESA campaigns are designed to deliver market share gains with a declining cost of new customer acquisition.