The Thing is Never the Thing
I would never criticize something I have no experience with… so I went ahead and bought an automated iHeart radio ad to advertise this article.
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Because they all reach the same people.
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.
The truth is that social media allows you to see how each piece of content performs before you ever invest money in it! You don't get the opportunity to do that with billboards, radio, TV, or print media.