A story in the Southampton Daily Echo shows the importance of choosing the right medium for your target audience-even if that medium isn't the latest trend and doesn't come recommended by advertising agencies.
A company planned to spend £10,000 on advertising their marine storage, using an email campaign and all the usual paraphenalia of modern marketing. They also decided to put a postcard in the local post office next to the marina. The result was all £250,000 of space was let for a cost of a mere 50p.
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