The Mitch Seigel Blog

Networking Because You Never Know

Submitted by Mitch Seigel on Tues, 11/24/2015

Whenever I think of the topic of networking it always takes me back to the first week of my first job out of college. The owner of this small radio station asked me to represent the station at the chamber of commerce lunch each Tuesday in the town where I lived. He said that I would meet prospective businesses who could advertise on the station, I would meet businesses where I would eventually shop, I would meet people with whom I would participate in social activities on my days off, and the icing on the cake was that I would get a free meal!

A Cause for No Marketing

Submitted by Mitch Seigel on Tues, 11/17/2015

I was standing on Market Street in San Francisco on Friday night and looking at an angle down a cross street, noticed the city hall was lit up in red, white and blue. No names, no flashing signs, no speakers blaring messages, just red, white and blue lights. America and its cities were standing tall against the tragic events which had occurred in Paris just nine hours earlier. This was a cause for no marketing.

Being Avis and Trying Harder

Submitted by Mitch Seigel on Tues, 11/10/2015

I’ve often talked about how, as a salesperson, you should position yourself as Avis with your prospects, as often as possible. The theory says that if you are Avis and something happens with the leader Hertz, you move in and take the business. Well, this week I have begun a new chapter in my career, in charge of business development for a quarter of a century old ad agency in Orange County. And the opportunity came about as a result of the Avis/Hertz theory.

Event Marketing; How local can you get?

Submitted by Mitch Seigel on Tues, 11/03/2015

In the past, when discussing event marketing, I have focused on big ticket events. I have to tell you that local events can be just as effective as a marketing tool. Case in point, I just left a chamber of commerce golf tournament, where records were set in attendance, donations for a good cause, overall fun for the participants.

Writing Presentations That Win Business

Submitted by Mitch Seigel on Tues, 10/27/2015

In today’s fast moving world, it is still recommended that you take the time to write a proper presentation for a customer. It is so easy to essentially do an estimate, to give your prospect an idea of their investment. This is done way too often, and reduces the value of your brand to a commodity.

How Strong is Your Brand?

Submitted by Mitch Seigel on Tues, 10/20/2015

Over thirty years ago I had an account at a radio station called The Brandin’ Iron. It was a very popular country night club that was in business for decades. It was rock solid! Think of the name itself-The Brandin’ Iron. What picture comes to mind, other than a head of cattle being branded by its owner?

Are You Consulting or Selling Your Clients?

Submitted by Mitch Seigel on Tues, 10/13/2015

You may feel that both of these are one and the same. My opinion is that they are not the same. In fact, I feel they are at the opposite ends of the sales spectrum. If you truly consult your clients, you shouldn’t have to sell them-the sale will happen as a response to your consultation.

Promotions that Add to Bottom Line Sales

Submitted by Mitch Seigel on Tues, 10/06/2015

I’ll always remember arriving in Monticello, Utah for my first job out of college. Not because it was my first job, but that the radio station owner had me meet him at the motorcycle dealership in town, where the radio station was doing a weekend promotion. It was on that day that I learned about the benefits of adding promotion to a media schedule. I’ve never stopped endorsing the idea in almost four decades in the business.

Keep Your Nose to the Grindstone

Submitted by Mitch Seigel on Tues, 9/22/2015

This past week we lost one of baseball’s all time greats in Yogi Berra. The awards and accolades he received during his illustrious career are too numerous to count. Yogi Berra was known for many of his quirky quotes. The one that resonates with me, as it relates to sales, is “It ain’t over ‘til it’s over.”

Media Planning Made Tougher

Submitted by Mitch Seigel on Tues, 9/22/2015

Life was much easier when planning media during the Mad Men era. Three TV networks, strong newspapers across the country, much more limited radio, yellow pages in every city and possibly local print media, direct mail, and that was about it. When I got into the business about fifteen years later, all of the above was still in play, along with several more TV networks and radio stations, cable was born, and away we went. Fast forward to today, there have been several significant changes in the consumer’s behavior toward information. Technology allows for the consumer to determine what information they want, how they will receive it, and when they want to receive it. This is where media planning gets tricky!