Main Street Math

Craig Reumund

Not to oversimplify terribly, but your prospect's decision to use broadcast television should be clearer today than ever before. The decision based solely on three simple "maths", three criteria that underscore broadcast television's superiority versus any competitive medium in growing a business and increasing profit. And the beautiful thing about this approach is the information and criteria needed to make this important decision is readily available.

It all boils down to a key point:
Good advertising is the acquisition of a new customer at a lower cost per acquisition.

Any advertising that doesn't accomplish this is not working like it should.

Which is why broadcast television is the clear answer for any destination business today as the dominant element of their media mix. It not only passes all three criteria on the local level, it wins each head-to-head battle with any other competitive medium. In terms of unit cost, demographic penetration levels, and geographic footprint, broadcast television is the numerically superior. This is evidenced in the number of market-leading businesses that have been created through the correct use of broadcast television.

Listen to this MP3 for a full explanation, as delivered at ESA's ROI2007 conference:
Main Street Math (Time: 8:18, File size: 7.7 MB)

Craig Reumund is a Senior Consultant with ESA & Company. He meets with hundreds of local business owners each year and has significantly changed the fortune of thousands of local businesses over the past 20 years.