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Luce Performance Group
   
  
 

Welcome to the Luce Performance Group


The Luce Performance Group is based out of Houston, Texas USA. LPG trains management and sales professionals in all forms of media including Internet, Television and Radio.
 
Sean Luce, LPG's Head International Instructor is a professional speaker and author. Sean has presented seminars for Fortune 500 companies, universities, broadcast groups and radio and TV broadcasting associations throughout the world.

Sean is a contributing writer for various national publications in business, sales, sales management and new business development. He has been featured in Advertising Age, Promo magazine, Radio Sales Today, Radio Ink, Radio & Records, Radio World and Ad week. He was the 1998 recipient of the “Sales Manager of the Year” awarded by Radio Ink magazine. His industry recognized “Luce's Laws” can be found hanging on walls of broadcast facilities and businesses across the country. His books, “Luce's Laws” and “Luce's Leadership Laws” are two of the fastest selling books in broadcast today. His program Body, Mind & Sales, which was released in conjunction with the Radio Advertising Bureau's Professional Development Series, relates directly to one of his most popular training and motivation seminars. 

Sean is now one of the most in-demand and talked about speakers in the world. His humorous approach to sales training makes learning fun (and - profitable!). Sean currently holds 8 blacks belts in martial arts and frequently incorporates the parallels of martial arts, sales training and reaching your peak performance into his speaking presentations.
 
The Luce Performance Group also features Mark Maier, Head Western Instructor, who heads up LPG's research and development division and is a great source for leading media trends and is a contributor to LPG blogs. Jon Morse, is LPG's Recruiting Coordinator and helps client groups hire outstanding sales professionals. Paul White is LPG's Head of Internet Technology.  Paul helps LPG stay current with the latest trends in technology and how to best use technology to enhance both our website and the website of our clients for increased profits. The World Famous Ajax-V.P. of Entertainment keeps things calm around the LPG offices in Texas and California. Ajax frequently travels and his first speaking gig was in Lincoln, Nebraska in 2006 for the Nebraska Association of Broadcasters. Ajax is best known for his "Reward" and his label of "Rising Above the Clutter." George Luce is the President of Luce Performance Group since it's founding in 1999.
 
Sean's new seminar, "The Perfect Storm-Maximizing Your Air Force and Ground Force Marketing" is now one of the leading seminars in the advertising and marketing speaking circuit.


Ad Budgets And Digital Budgets


Mar 12, 2010 by Mark Maier

The Center For Media Research provides us some insight into what is happening with budgets....

"A joint ANA  and Forrester Research survey of more than 100 national advertisers, representing nearly $14 billion in measured media budgets, finds that 62% say  that TV advertising is less effective than it used to be. Though they still express faith in the future of the 30-second spot, they express dissatisfaction with the current measurement techniques, an interest in more targeted ads, and a desire for less ad clutter and more relevance.

Respondents to the study said their TV ad spending will remain flat this year. They also reported allocating only 41% of their media budgets to television last year versus 58% in our 2008 survey. Other findings include:

  • 62% of respondents think that TV ads have become less effective in the past two years. Clutter is the main challenge to TV ad effectiveness: 69% of advertisers would like fewer commercials per pod.
  • Only 19% of respondents believe that the 30-second spot will be dead in 10 years, down from 28% a year ago.
  • 78% of respondents say they would be interested in the ability to target consumers more precisely, but only 59% would be willing to pay a premium for it.
  • Nearly all advertisers who responded think that the TV industry needs new audience metrics beyond reach and frequency. 82% of respondents would be interested in ratings for individual commercials.
  • 80% of advertisers agree that branded entertainment will play much more of a role in TV advertising, and 38% plan to spend more on branded advertising in 2010 as an alternative to the 30-second spot.
  • 75% of respondents believe that interactive TV will be an effective source of lead generation, but only 28% plan to spend more on interactive TV ads in 2010."
  • What are marketers focussed on?  Top of Mind Awareness or Price and Item advertising? Are marketers going toward the 62% who shop top of mind now or the 38% who shop price and item?....

    "56% of respondents' online budgets were more than $500k in 2008. 73% were over $500k in 2009
  • In 2009, 37.9% of the respondents spent between $1-5 million per quarter on online advertising, 15.2% of respondents spent $5-20 million per quarter, and 5.9% spent more than $20 million per quarter on online advertising
  • 83% of respondents allocate 50% or more of their budget to branding vs. direct response
  • 69% of media planners and agencies now use online advertising networks, compared to only 45% who were using ad networks regularly "

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