Do Locals Give a Click? Negotiating the Buys to Make Local Advertising Work

By Richard Rosen, from adotas
Successful local advertisers and business owners know that to close a deal, they must ask for the sale. It’s a bold question at times, designed to push a hesitant buyer toward action.

Now, take this same principle — one that you’ve no doubt mastered — and apply it in the other direction: to your advertising buy.

What am I talking about? Here’s the thing: local advertisers often find themselves stuck in between the new and the old. Online local search brings lots of clicks and pay-for-performance economics, but doesn’t offer an understanding of each local market. Traditional media — primarily newspapers and Yellow Pages — are well-entrenched in their communities, but have yet to truly embrace the performance-based model that merchants can get online.
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