I'm all for it. In these days, regional marketing is the only way to survive.
When Glossier launched in the U.S. back in 2014, it felt small - but in a good way. We were able to introduce ourselves locally, start a community, and build something special together.
One of the challenges of buying local advertising is, how do you know if it worked? How do you know if it's got value? We're moving toward an e-commerce experience for local, an Amazon-like experience for local.
It is better that one's customers come to one's shop than to have to look for them abroad.
The model of Coca-Cola is local, whether it's investing, partnering, sourcing, producing, or selling. We market and distribute locally; we pay taxes locally. And it works.
I am the poster boy for brick-by-brick foundation building. Play a club. Put on a good show for 35 people. Come back. Build your market. Have people talk about you.
Almost everybody who thinks about local thinks about daily deals, but companies like OpenTable and Zillow and Yelp are all getting their money from the local market.
The last bastion of competitiveness is local advertising sales. There's little being spent by local advertisers on the Internet. That's where local media have leverage.
Many business owners dream of having their product or service endorsed by a global celebrity. But instead of trying to get a superstar to support your business, try seeking out a local celebrity instead.
