our insights

<p>Super Bowl Champion Coach Bill Belichick teaches the concept that “ideas should be innocent until proven guilty”. It’s true – really. People are too often afraid of ideas. </p>

<p>It’s important to get new customers. It’s even more important to keep those customers. Two current business partners of mine specialize in that. </p>

<p>It’s especially true in your advertising. Too often businesses or organizations just add music – almost as an afterthought – to their commercial messages. </p>

<p>For years I have explained to clients that it isn’t necessary to put all their information and statistics in a commercial or have the staff standing in front of the business waving --- in order to get viewers to notice them.</p>

<p>Splinter audiences, narrowcasting, multiple channels, niche marketing…these are all relatively new terms used to describe the extreme targeting of smaller, more interested audiences. </p><p>‍</p>

<p>Many of you know before I started this company my main responsibility was to recruit, build and develop sales talent at the advertising departments of television stations.</p><p>‍</p>

<p>As judges, we had the opportunity to ask questions as we evaluated their plans for the club. Never being one to shy away from stretching young minds -- I focused several questions on the issue of thinking ahead.</p>