In Purple Cow, author Seth Godin talks about how mass marketing is dead. Blasting out your message to the masses is no longer effective.
Does this mean all is lost? Should you give up advertising?
No! You can go local.
Even in this internet age, you can still reach potential customers through traditional, mass media channels. For example:
During the last college bowl game season, I watched a bowl game interestingly titled “San Diego County Credit Union.” This game featured the University of Utah vs. Navy and was held in San Diego, California.
While the majority of people watching the game on ESPN probably don’t have a local San Diego County Credit Union, a lot of the people at the game did.
San Diego is full of US Military personnel and families, particularly the US Navy. So while the sponsorship of this football game seemed a little out of place, it was an extremely local advertisement. Very clever.
When you choose your mass marketing channel, choose wisely. Choose local.