Dave Eckstein | Now that we can measure so much, have we forgotten to measure what counts — especially when it comes to advertising ROI?
Apr
16
2009
16
2009
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 [...]
Feb
12
2009
12
2009
Free Referrals on Facebook? (Part 2)
We all have seen how social media has changed the landscape of how we communicate … both as individuals and as businesses. Here are a few social media ideas that will generate referrals and add-on sales for your local business. There are (at least) 10 free steps we would advise; the first three are below:
Create [...]
Feb
5
2009
5
2009
Free Referrals on Facebook? (Part 1)
Most local business owners will tell you that referrals are the cornerstone of their success. Often, they have cultivated elaborate processes to ensure that their customers are happy and willing to refer them or use them again.
Two weeks ago, I sat with a window contractor who shared a six touch-point system of communication between his [...]
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, [...]
Nov
1
2008
1
2008
Searching for Answers (Part 1)
Ready to sell against paid search?
All precincts are almost done counting. And the results don’t look good at all.
No, I’m not talking about red states, blue states, or any political election. I’m talking about October’s retail and media numbers.
Many indicators point to last month being the worst October in 40 years, in terms of [...]
Oct
7
2008
7
2008
One More Word on Frequency
We now know with a very high degree of confidence that frequency works wonders for local advertisers.
So do most of the advertisers.
But the phrase “frequency works” needs some clarification, because advertisers could reach a frequency threshold in a timely window … and still be wasting money. They look at a proposal on a piece of [...]
Sep
25
2008
25
2008
Smart TV Gets Viewers Involved
(Adam Armbruster for TVWeek)
I’ve been watching with great interest the technology development of the “smart TV.”
By “smart TV,” I mean a television set that allows us to apply Web marketing within a live TV commercial—a very exciting concept. We’ve already reviewed some early equipment development, but the most interesting project we’ve seen so far has [...]
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