to a good cause or local team, any good business- person is always concerned with their Return on Investment. Ideally, they are also concerned with who exactly their customer is as well. Technology helps with this, it takes what has existed for years and enhances it allowing for more activation, more engagement and best of all, more data. It’s no secret that change is here but it’s also obvious that there are those who are resistant to stepping into the digital age. We see it a lot, espe- cially in smaller communities, where those selling
advertising or sponsorship packages can become so focused on the “old way” of connecting with consumers. They repeat the mantras “Well, this is how it’s always been done” or “Our audience is older and baby boomers aren’t very technologi- cally savvy” to excuse their lack of growth and will- ingness to adapt and change. But NOW is the time. Baby boomers are more likely to have a smart phone and be connected on social media and of course Millennials and Gen Z have come of age entwined in technology so JANUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
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