Entrepreneur.com:
Media fragmentation is accelerating. Mass media is losing its mass. The Grammy Awards and Winter Olympics were once regarded by advertisers as vast oceans of interested viewers. This year America yawned and ignored these events completely; too much to do, too little time.
To advertise effectively today, you must abandon the old-school idea of ‘reaching the masses.’ The famous ad man Morris Hite, who was known for his good-ol’-boy approach to advertising, said it best when he quipped, ‘There is no such thing as national advertising. All advertising is local and personal. It’s one man or woman reading one newspaper in the kitchen or watching TV in the den.’
The key to effective advertising today is to focus on the individual.
Here are some low-cost ways to do it:
* Door-hangers on doorknobs
* Flyers under windshield wipers
* Purchased word-of-mouth
* Virtual showroom
* Nighttime silhouettes
* T-shirts and vests
* Hand stamps
* Publicity stunt
* Self-publish a book
* Spray-painted signs
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