Dave Eckstein | For local advertisers, paid search is failing at its main objective, converting leads into customers (Part 2).
Dec
16
2009
16
2009
Nov
30
2009
30
2009
Retail Lessons From A New and Improved Walmart
Chris Ohlinger, CEO of SIRS | Love ‘em or hate ‘em, Walmart’s recent moves hold a few lessons for local retailers today.
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 [...]
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 [...]
Nov
9
2008
9
2008
Taking Bigger Share of Down Market
Adam Armbruster for TVWeek
In a down-tracking market it’s all about market share. As marketers, in order to help build clients’ profits from year to year, we need to help them increase their fair share of the shrinking market. Only through immediate and bold market-share increases can you expect to beat last year’s earnings.
Where do you [...]
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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