An integrated, multimedia approach is a classic rule of marketing that holds true now as much as ever, according to Karen Utgoff of K.L. Utgoff Consulting, a marketing consulting practice in Amherst. Dispersing the message through many channels both reinforced the message and led consumers, according to follow-up surveys, to actually act on the information, said Utgoff. The agency is set up to meet all the marketing needs of its customers. The LaPierres design and print business cards and letterheads. They work up and place radio spots, newspaper display ads and Yellow Pages ads.
Outdoor advertising remains important to some customers.
Rick LaPierre helped to design two big, bright and blinking electronic message board signs that Long View RV recently installed facing I-91 on its properties in Hatfield and Connecticut. LaPierre estimates that his clients are spending about 10 percent of their budgets these days on Internet marketing. Meanwhile, Internet work accounts for about 25 percent of his income. The only kind of advertising his agency doesn't do is direct mail. Most of his clients use a variety of media outlets.