Living and working in Fairfield County, the "Gold Coast" of Connecticut just east of New York City, has its many blessings. One of them being the sophisticated marketplace that thrives for both Fortune 500 companies and entrepreneurial start ups. As a small, creative marketing firm (doing big work!) Snyder Group has the opportunity to experience it all – large and small. For the smaller businesses we market for, effectively selling products and services within the Fairfield County market has unique targeting challenges that are compounded by the high costs of densely populated media outlets. To follow, a few of our guidelines for getting results for smaller businesses in a high cost local market.
• Know your towns. For both media and messaging nothing beats real street knowledge of best placements, and the psychographics of any given community.
• Target with digital, sweep with traditional. For awareness, it’s hard to rule out the reach and frequency of traditional media such as broadcast. But in a densely populated area, this can be cost prohibitive for small business. Enter digital which is cost effective and able to deliver targeted and broad reach messaging.
• Build in measurement. The smaller the budget, the more we need to scrutinize to make sure every penny is working as hard and effectively as it should.
• Integrate inbound methodology. Build thought leadership and brand all while generating leads. What could be better.
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