MediaPost Publications - Sears Enlists Yahoo for Holiday Campaign - 11/09/2007
There is no reason local stores cannot create similar strategies with their local media partners. Of course the depth and scale of your local efforts may be very different compared to what Sears is doing, but the concept and strategy has powerful applications on a local level. Reaching your prospects and customers in today's world takes a much more sophisticated approach than simply throwing a 30 second commercial on your local television station's late news. The earlier local advertisers begin implementing these integrated online/traditional media strategies, the more powerful the results - because you'll be among the few in your market doing these things.