More and more, large brands are beginning to understand that they need to create messages that resonate locally and focus on ways to connect to a concentrated geographic area. The more I look at successful brands, the more often I see deep local connections using different media.

There are, of course, many ways to connect to consumers, but at Altitude we have a special focus on these strong local bonds. Last week, I had the privilege of speaking at the National Association of Broadcasters meeting in Las Vegas and talking about Allstate, a company that has had great success in this area.

In recent years, Allstate has made a big splash with iconic commercials like “Mayhem” and a very customer and service oriented approach. In their initiative with us, Allstate ran a campaign in major radio markets, creating customized “Good Hands” traffic reports.

As you probably know, local traffic and weather is one of the major reasons that audiences come to news and talk radio stations nationwide. Such deep integrations allow Allstate to “own” the traffic report in a much more nuanced way than through more traditional sponsorships.

I had a great time at NAB and was happy to see old and new friends. If you have a chance, take a look at my talk below. Let me know your thoughts in the comments below or send me an e-mail.