Are you packing the one-two punch?
For some reason everybody likes to choose a side on something and it’s no different in the world of marketing. See, there’s two basic “styles” of marketing… Branding and Direct Response.
Folks tend to fall on one side of the fence or the other and throw jabs at the other side…
“Your results are weak.”
“You’re too direct.”
Watch this short video to learn the differences and see where your marketing stands…
Now, I don’t know about you but I see the benefits of both sides and choosing one over the other seems like… going into a boxing match with one of your arms tied behind your back.
But, use them both and you become a marketing heavyweight: more impactful, measurable, and profitable.
Which style do you typically favor with your marketing? What benefits do you think you’d receive if you added a little bit more of the other?
P.S. think good thoughts and comment now 😉
Will Doom
September 19, 2008 at 11:58 pm
Good Post.
I come from the Old School of Gorilla Marketing (GM), which oddly enough combines facets of both Direct and Brand Marketing. After graduating from GM budget wise, I came to the conclusion in order to maintain profitability I would need to continue both.
Brand – To keep my name in front of my past clients.
Direct – To drip and retain new clients.
Brand/Direct – To be the Heavy Weight name both Past and Potential clients think of when it is time to Refinance or Purchase.
Mark Eckenrode
September 20, 2008 at 10:23 am
@will: yeah, both branding and direct response are major components of guerrilla marketing.
a buddy of mine likes to think of the two schools this way:
– direct response: you can feed your family tonight
– branding: you can have a feast next season
pretty good descriptions, i think. and you wouldn’t want to forsake either.
Nick Carter
September 22, 2008 at 6:27 am
This was a good description of both so agents can get a cursory overview and understand the topic better, but I disagree with one point. Direct Response is rarely any cheaper than branding. It takes a significant amount of exposure to succeed in either tactic.
Mark Eckenrode
September 23, 2008 at 9:12 am
@nick: exposure is always a factor for success (you may be giving away diamonds, but if no one knows…). still, exposure being equal, your direct response marketing will have higher response rates.
now, let’s assume that both your direct response and branding responders convert equally well into clients (say, 5% of responders from both messages become clients)… you’ll still receive more inquiries from your direct response message than branding therefore you’ll get more clients. more clients = more income from the same exposure (branding vs direct response) so your direct response is cheaper due to the increased profits.
more money in the pocket at the end of the day is best 😉