Take a look at what's happening in media and you will realize that reaching customers requires more than a print ad or TV spot these days. Back when Don Draper was doing his thing at Sterling Cooper, you could reach roughly 80% of Americans with a very few smartly placed TV spots on the three networks and you were pretty much done.
Today, it is about building a relationship with your customer through listening and rapid response to their needs. You must have an avenue for contact and try touching your customers in both traditional and non-traditional ways. To quote an old motorcyclist I once knew as he described his worst wreck. When I asked him what it was like his response was, "fragmentation splatterment." Follow Creative Energy as we do a smart job of playing fragmentation splatterment with a variety of media on the launch of some new products this year for a fast food client and you will see what I mean.