subject: Branding Vs. Direct Response Marketing [print this page] Branding is basically plastering your name anywhere, everywhere, and to large volumes of eyeballs. When someone thinks of your industry they automatically think of you. A good example could be Coca-Cola. They are everywhere! Whether it's a commercial, billboard, magazine ad, or soda machine you are plastered with the Coca-Cola brand. Do these advertisements really entice you to drink Coke? Some might, but most are just in your face branding. So the next time you want a soda, you think Coca-Cola. Does it work? That is the million dollar question. It is obviously working for Coca-Cola.
Direct response marketing is considered to be a bit more targeted and traffic driven. You are trying to create a clear message that gives people a reason to do business with you. One very common example of direct response marketing is direct mail coupons. The advantage is that you are providing advertising directly to you consumer and asking for some type of response. It could be a phone call for more information about your products or a discounted coupon that they need to bring in. Getting a response allows you to track the effectiveness of the campaign and it is working.
Both marketing techniques can be blurred and mixed together. The main difference is that branding is getting your name out there to the masses without much targeting. Direct response is getting your name to a select but target few and asking them to act. Let's take the example of a startup retail business in Miami and what Miami marketing firms could provide using both techniques.
Branding:
Imagine placing a banner ad in Land Shark Stadium, home of the Miami Dolphins. It has seating for around 78,000 depending on the event. Your ad could easily be seen by over millions over the course of the campaign and the ads are somewhat targeted on a demographic. Another common option for marketing to the masses are billboards. As with the banner example at a football stadium, a billboard on a busy Miami freeway can get hundreds of thousands of eyes on your brand. A marketing company could help you decide the best branding options for your budget and business.
Direct Response:
Sending our direct mailers is a very common direct response marketing technique. A marketing company can help you identify very specific demographics. Imagine sending direct mailer coupons to ten thousand households in the Miami metro area, have a male resident in his thirties, and make over fifty thousand per year. The coupon must be redeemed at the store to receive some type of savings. This is extremely targeted to the product you are offering and you will be able to measure the response by the coupons that are returned. Marketing firms can help you create successful direct marketing campaigns that entice people to visit your store.
Whether you decide to market on your own or use a marketing firm you will want to continually educate yourself on the many different conventional and unconventional marketing options that fall within branding and direct response marketing.
