Marketing and all things related

In case you’ve been asleep for awhile, you already know that mass media advertising is meaningless. But if you know where your target audience lives, you’re in luck. Wachovia decided the ideal audience for their financial-planning and retirement services lives in Sarasota. So rather than advertise nationally, Wachovia took their show on the road. Sarasota is enjoying a target blitz of local print, radio, billboards and television. Wachovia is the fourth largest bank by market capitalization in the US, and this targeted approach will allow them to compete with Sun Trust Banks and Bank of America, well-entrenched local competitors. Over the past few years, local campaigns for various services have proved effective in Greenville, N.C., Savannah, Ga., and Charlottesville, Va. Marketing Blurb says think locally and advertise locally. We learned about this from The Wall Street Journal (paid subscription required.) Photo Credit: Wachovia