Technology is starting to give the average consumer the power to block out marketing communications that they do not want to see or hear. Some good examples of this are the "Do not Call" lists, email opt-outs and growing privacy and "do not mail" legislation.
As consumers gain more ways to block out advertising that they do not want, direct marketing becomes less effective as access to qualified prospects decline.
Brand marketing has its own problems as the reach of broad market channels like television, newspaper and magazine grow smaller and more expensive and increased choice splinters viewership or viewers migrate to the web.
What is needed is a combination of direct and brand advertising. Not working side by side, but combined into a new form of advertising. Advertising that builds brand while generating accountable response.
There's just one problem with that.
Brand and direct don't get along!
When brand is added to direct, response declines. When direct is added to brand, the brand weakens.
There is a way to make brand and direct work as one and that is what we're going to be focusing on over the next few months. The following list will be our table of contents:
- Reputation - What prospects are saying about your product or service
- Promise - The tangibles that your product or service delivers
- Vision - What your prospect will be or become through your product or service
- Memory Triggers - Words or visuals that will remain with the prospect
- Response Triggers - Words or visuals that get the prospect to take action
- Individuality - A unique communication experience for each prospect
- Accountability - An accountable interaction with the brand
Stay tuned,
Jon
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