Rule #1: Advertise where your customers shop
Rule #2: Make that ad stand out from all the other ads
Rolex puts both rules into play with this clever ad on pgatour.com
See what they did there? They advertised on pgatour.com, since (presumably) male golfers are their target audience. And to stand out from the other online ads on the site, they did three things. First, the hands of the watch move in real time (take my word for it). Second, the ad shows the time zone you're in and compares it to the time zone of the tournament you're watching. Third, their ad showed up when I clicked on tee times. Get it?
It's a very atypical ad, in a good way. Noticeable. Clever. Well done Rolex.
LESSONS FOR SMALL BUSINESSES:
Well, to reiterate:
- Advertise where your customers shop
- Advertise cleverly; creatively