My first job was with an agency, Wahlstrom & Company, where we specialized in national brands that marketed their local outlets (e.g., branches, dealers, franchises, etc) in the printed Yellow Pages.
For the past 21 years I have helped major national brands leverage the change state for digital and mobile to their advantage to gain increased sales revenue.
But you never forget your roots.
I thought of one that that has direct parallels to today’s marketplace reality, taking advantage of market-specific hyper-local media properties.
In today’s digital world it would be similar to taking a Google-only approach to marketing.
I find the parallel ironic and hear many of the same arguments for this approach: “I can’t afford the time to monitor and administer multiple web sites/networks” and “I tried other media properties before and they don’t work for my brand.”