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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…
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…
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…
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…
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…
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…
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…
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…
“My prospects aren’t coming to the table because of the economy.” Sound familiar? Actually, “the economy” is exactly why they should be willing to take a meeting. The real reason they’re not coming to the table is more a function of our behavior. It’s not their fault, nor is the…
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…
