|
 |
|||||||||
 |
Paul Guyardo, CMO of DirecTV (May 2008):
"Three years ago, the marketing strategy was pretty much to have this one national marketing strategy. The reality of it is that the competition is local. The competition is not national competition. The competition is Comcast. It's Time Warner. It's Cox. It's Charter. It's Fios. And you've got to be able to really understand what's going on and understand where things are heating up geographically, where they're dialing off, and read and react and adjust your plans accordingly." Peter Sachse, CMO of Macy's (March 2008): "We want to be locally relevant. The economy is not robust as we all know today, but we have to ring the cash register every day and we have to build a long-term relationship with the customer." Wayne Reuvers, CEO of LiveTechnology: "Customers see over thirty thousand messages everyday - it's the local ones that they remember. Remember, 96% of all purchases are made in a retail store. Local must be the nexus of all advertising." Sam Walton: "Local advertising isn't a luxury, it's a necessity."
|
|||||||||
|
||||||||||
