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…

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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…

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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?

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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…

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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…

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How to Stretch Your Ad Dollars

From Ward’s Dealer Business Online | Feature Column Can you handle the hard truth? Many car dealers have not been “marketing” over the last five years. Many have been simply buying ads and taking car orders. Some nameplates were so hot that dealers told me they were hardly able to…

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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…

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Understand The Big Picture

When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used. Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)? It’s critical that we understand…

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Making Advertising Really Pay

Every year our firm holds advertising profit seminars with large groups of clients. What have we learned? For starters, we’ve learned the old adage about “50 percent of all advertising is wasted” is wrong. Actually, the percentage is higher. We have determined that at least 60 percent of a typical…

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