Adam Armbruster | Glaring differences between broadcast and cable TV that auto dealers must know to make an informed decision.
Aug
26
2009
26
2009
Aug
21
2009
21
2009
Six Steps to Recession-Recover an Auto Dealership
Adam Armbruster | The recession will end. So, what’s an auto dealer to do next? Try this.
Aug
13
2009
13
2009
7 Automotive Industry Predictions
Adam Armbruster | After the dust settles, here’s how the auto industry is really changing. Knowing these could be the difference between survival and success.
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
8
2009
8
2009
The Math of Acquiring New Customers
Why read this? It’s short.
Why read this today? It’s simple.
A wise man and a very good friend said to me not too long ago the following:
Bad habits happen in a good economy … good habits happen in a bad economy. Your prospects are therefore suddenly back in the office and they are open to your [...]
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 [...]
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, [...]
Dec
2
2008
2
2008
Market Share On Sale!
Guess what?
According to a lot of experts, times are tough. Taking the pulse of a local market or two (or 200), you wouldn’t get much disagreement in stating that the economy isn’t exactly bullish right now.
That must mean it’s a great time to be selling broadcast television.
How’s that?
Let’s take a quick look at two types [...]
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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.