• by Mark Walsh  @markfwal, January 27, 2012

Field Harriosn and co-panelist Mike Broder, president of Florida SuperCon, say national brands don’t what it’s like to function in a byper-local environment. Broder explained that an unnamed national agency pushing a competing local comic book event threatened to put him out of business with a big campaign. But SuperCon managed to easily outdraw the interloper, he believes, b/c the national agency wasn’t as plugged into the local market.

So how can national media companies or agencies play at the local level? Have custom tailored creative—the closer you can get to making something personalized and relevant, the better the click-through rate, according to Pandora’s Luegers. That means making sure to include things local city names (hello Key Largo!) in ads. That seems like a no-brainer.