Ask the Locals

This year, Washington Mutual and Panera's both opened in my town (across the street from each other, as it happens). Their marketing materials were created outside the local area, however, and that's too bad.

The marketing info was fine--but the stick maps showing location were pitiful. Both businesses are located on a major state route...but you'd never know that from the stick maps, which used local road names and omitted the name of the biggest shopping strip in the area.

The marketer in me is shouting: "Next time, show the map and/or directions to a local before you go to print!" What do you have to lose? And you might even seed local interest. Try it, you'll like it.