A May-December Media Strategy Could Help Locally Focused Startups

TechCrunch

Editor’s note:   Jonathan Sills is an executive in residence at Battery Ventures, where he helps advise portfolio companies on marketing strategy.  Battery is an investor in Relay Foods and HotelTonight.

In Silicon Valley, it’s sometimes easy to focus solely on social and other types of cutting-edge, digital advertising when advising startups on their marketing strategies. But these businesses, particularly those serving specific geographic markets, can also amp up customer acquisition by combining their Facebook, Twitter and Pinterest strategies with old-school, traditional media marketing campaigns.

Radio spots. Local newspaper ads. Billboards. Cable airtime. These are all time-tested tactics for companies trying to acquire new customers, but they’re often looked down upon as liver-spotted has-beens in the thumping nightclub of today’s digital and data-driven marketing environment.

Detractors say these old-codger strategies lack the flexibility, adaptability and low-entry cost of a self-service cost-per-click (CPC) campaign. But it doesn’t have to be this…

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