Branding versus Direct Response Advertising
Pick your favorite cliché: the marathon versus the sprint; reading the entire novel versus CliffsNotes; heck, the crock pot versus the microwave – for my fellow culinary enthusiasts. For all intents and purposes of this initial blog post, each apply to the age old marketing question of branding versus direct response advertising.
Direct response and branding marketing are two different, but also similar, strategies to reach your target audience. Typically, direct response advertising is more of a sprint, being shorter in term, and has some type of promotion or discount tied to the message. Branding is more of a marathon, and serves as a way for companies to share their company’s message in a more detailed, less-cluttered presentation. A benefits message that’s symbolic, perhaps.
Say you’re a company that is looking to launch a new product, liquidate excess inventory, or simply generate more cash flow. A direct response advertising strategy that has a clear call to action will be central to your campaigns success. After all, whatever the company is selling or offering for that stellar price won’t last for long.
Now say you’re a company that’s simply trying to reveal its identity and detail: who they are and what they do. Branding, versus direct response advertising, is a way of communicating your organization’s personality and establishing a connection to viewers through value and delivering a unique customer experience.
If forced to choose between these two strategies, simply assess where you are as a company & determine which path would be the best use of your marketing dollars. Easier said than done in most cases, right? A good tip for determining a strategy is evaluating which advertising mediums are personally appealing to your business nature and are also available within your time-frame for execution or budget. OnScreen Media answers the branding versus direct response advertising question two-fold: by immersing the sights and sounds of the cinema, and boosting sales through measurable online advertising campaigns.
Cinema advertising is a unique branding tool in that it reaches an attentive, captive, and extremely loyal audience. It’s perfect for building brand recognition & establishing a connection to consumers within a relaxed environment.
Utilizing online display advertising campaigns through targets including, but not limited to: geo location, income, household size, demographics, and past buying behavior statistics, is an ideal mix of branding versus direct response advertising as well. For example, if you’re a company looking to promote an offer to females, who are married, between the ages of 30-49, make over $50,000 per year and own a home, then utilizing a geo-targeted online advertising campaign could be a very effective method to produce short term results to your target audience.
OnScreen Media offers world class cinema advertising opportunities for customers interested in marketing on the big screen. We also offer data-driven, online display advertising solutions for digitally savvy marketers interested in utilizing the latest online-ad technology within a simple, easy to use platform.