I had a discussion this morning with the owner of an Eye Exam clinic. They perform eye exams, and also have all of the lenses, and contacts etc. He shared with me an idea to create a buzz, and the idea was placing a small ad in the local newspaper. When was the last time you looked at your local paper, and if you did, how many businesses did you call to inquire about their ad?
The greatest part from this meeting was the 360 in point of view this business owner saw, after explaining the power of digital media. After showing him how a Groupon for a quick explosion of new business could start the wave, we could follow it up by targeting his core demographic and geography with ad words. By directing the targeted people he was looking for to a dedicated landing page that had special offers and calls to action, we could then incorporate analytics to identify an ROI ( return on investment ).
It was powerful to watch someone "get it" for the first time, especially someone who has been marketing with traditional media for over 20 years.
