Smart Syndication leverages an advertiser's market equity in a fashion that produces far more bang for the same media buck
New York City, NY (PRWEB) September 15, 2008
Media pioneers Mike and Jeff Einstein (the Brothers Einstein) celebrate a decade of success with household brands like Wells Fargo Bank, KFC, Sonic Restaurants, Progressive Insurance, Miller Beer, Hawaiian Airlines, Sylvan Learning Centers, McDonald's, the U.S. Olympic Committee and Subway Sandwiches.
Smart Syndication -- a simple, effective and battle-tested solution to spot TV and radio clutter -- helped each of these brands to realize significant gains in both the quantity and quality of their local market radio and television efforts in major markets like Los Angeles, San Francisco, Dallas, Detroit, Houston, Seattle, Denver, San Diego, Cincinnati, Cleveland, Sacramento, Kansas City, Minneapolis and Salt Lake City -- and not a single one of them spent a penny more to do so.
"Smart Syndication leverages an advertiser's market equity in a fashion that produces far more bang for the same media buck," says founder Mike Einstein. "It works on the simple premise that the only asset of any consequence in the buy/sell media mating dance is an advertiser's cash shares, not the media inventory. Put another way, there are lots of ways to reach your audience, but only one path to your wallet."
Adds brother Jeff: "This basic lesson in supply-and-demand is illustrated by the recent demise of eBay's media auction model. The eBay fiasco was doomed to failure for a very fundamental business reason: The buyers and sellers were misidentified -- essentially transposed -- from the day one. In a workable media auction model, the media should be encouraged to bid up the value of an advertiser's shares rather than coerced to bid down the price of their own inventory. eBay had it exactly backward. They started with the wrong asset and then drove the value down, instead of up."
Mike continues: "Smart Syndication always works---irrespective of brand category and regardless of local market conditions. Coincidentally, 2009 is shaping up to be a media buyer's market unlike anything we've seen in a while. Virtually all entitlement dollars, including record spending on local and national elections -- not to mention the Olympics -- will disappear the first week of November. We're looking for a few highly motivated regional advertisers who'd like to turn a soft media economy into a unique marketing opportunity."
Concludes brother Jeff: "We're confident that once you take a closer look at Smart Syndication and see how other advertisers have used it and what they think about it, you'll understand why we call it a better media mousetrap."
About The New EPA:
The New EPA is a creative strategy and branding boutique from the Brothers Einstein. The New EPA helps select rapid-growth clients protect their media investments with superior creative and brand strategies.