Rather than targeting consumers with costly TV ads that run nationwide, some marketers are choosing a more localized approach. Why? Because as national advertising becomes more difficult, with the
splintering of audiences among new-media options like the Internet, more narrowly targeted techniques offer a better chance at breaking through the clutter. For some advertisers, that means going town
by town to spread the word about their products or services. Financial services marketer Wachovia has adopted the strategy in a big way in Sarasota, Florida, where the company is saturating the area
with a series of ads in local publications, as well as on radio, TV, and billboards. Wachovia believes the Sarasota area--with a population of roughly half a million, including a good chunk of
affluent retirees and growing families--is fertile ground for dedicated marketing. The bank, which is the fourth-biggest by market capitalization in the U.S., hopes the extra attention can boost its
market share in the region, where it now lags behind SunTrust Banks and Bank of America.
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