When it comes to your messaging, touch on the fact you grew up there and care about the people in your community. Use local landmarks and local lingo in your creative material.

Within this great industry that we have come to love, we understand there is tradition and a certain way things have been done for years, and we respect that. But in a world where the 800-pound gorillas are beginning to dominate and in an era where your potential customers have been programmed to tune out more than 90 percent of any marketing effort put in front of them, don’t you think it’s about time to start doing things differently?