Act like a commodity and you'll become one

Tom Fishburne posted an insightful blog entry on managing premium brands in uncertain economic times. Read his post.

The cure for wasted advertising dollars

I've been working my way through a new business-to-business sales and marketing book and became intrigued with an idea mentioned by the author. It struck me that my own philosophy towards advertising is very much in line with what the author described as brand response marketing.

Brand response mixes the best from both worlds of direct/response marketing and brand advertising. I never knew it had a name. I just thought it was common sense and a little direct response logic applied toward advertising.

You see, I have come to hate those big, beautiful ads with wonderful, large graphics, images or pictures that capture attention but then fail to do anything with it. These ads might win design awards and get praised by agency art directors, but they certainly don't communicate any core brand values or drive measurable response of any kind. (See my previous post as an example.) I have never understood why anyone would waste advertising dollars on these image ads that are not measurable in any way.

After a little research, I found a good description of brand response:

"Brand response is essentially a carefully executed direct response campaign with longer-term goals such as customer retention, brand loyalty and improving customer relationships with the brand itself. The success of such a campaign depends on the use of consistent creative that reinforces the brand over time and delivers the messages through all media used - whether that be door-drops, direct mail, press ads, radio, the Internet or TV. The careful targeting and strength of a consistent brand response campaign means the relevant target audience is being reached at the right time in the right place with no wastage. Using an integrated media strategy is the most effective way to reach your target audience via a number of different media channels, therefore reinforcing the brand while generating response."

An integrated media strategy is an essential tool for brand loyalty Precision Marketing. London:Sep 2, 2005. p. 12-13.

Ah, now isn't that music to your ears?

Don't create another ad that doesn't both foster the brand message and ask for some type of response.

Your bottom line and your sales team will love you.