Pending Business: One Year Later | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: One Year Later

| March 22, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Last weekend, as the Uber left a bustling Florida airport and headed towards my home, in the distance, hovering overhead in a perfect spring sky was the iconic Goodyear blimp. Since the 1955 Rose Bowl, when the Goodyear blimp responded to the NBC request to carry a TV camera, the blimp means live sports and that means sponsorships.

There you have it. In one brief sentence, more clues that business is coming back.  Masked Uber drivers are out and about again, masked travelers are filling airlines, hotels, and airports.  Albeit at a tempered pace, sponsored outdoor sporting events are feeding local economies. It may not be at past levels, but remember last year at this time? Take what you can, when you can.

But what does this have to do with day-to-day sales?

Through the global impact of a deadly pandemic, tumultuous upheaval of protests and elections, the uphill process of slowly rebuilding an economy is emerging and it depends heavily on a foundation of sellers. Consider all the components of selling airline tickets, hotel rooms, rental cars, and tickets to that outdoor sports event. And now the part we’ve all been waiting for — the advertising, marketing and sponsorships that drive it all. You can feel the confidence of target business categories coming back as vaccines and mandated safety standards become more and more mainstream.

What is the sales takeaway for all this?

Perseverance – Always and forever one of the two most important characteristics of any seller, marketer, and business owner.

Celebrations – Spring Break (carefully), Passover, Easter, are on the sales calendar and will present new opportunities this year.

Mother’s Day – Always one of the biggest dining and gift giving traditions is approaching our sales calendar. COVID compliance may impact capacity and dining experience, but nothing stops celebrating Mom.

Last year at this time, the spark that lit the sales flame was barely a flicker. We huddled in fear of an invisible, deadly global menace.

Yet the sales sun is emerging and thanks to perseverance and resilience, the Goodyear blimp is still marking the spot where the sponsorships are coming back.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at:

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Category: Sales