These are two totally different things that unfortunately get confused all the time. In today’s episode I walk you through both of them, show you the different ways they can be effective, and explain when to use each one. Yes, it is ultimately about driving sales, but before that we need to raise awareness, build trust, and communicate effectively to our audience that we know how to solve their problems. Direct Marketing is about inspiring action (Call this number, click here, buy now), while Brand Marketing is more nuanced… it’s about communicating the brand’s aesthetic, about reaching a specific audience. When I talk about the differences in these two kinds of marketing I’ll often use 80’s TV Commercials as examples. They’re easy because technology was starting to appear, but we weren’t nearly as connected as we are now. Meaning: it wasn’t always about moving a viewer to action. People don’t watch car commercials and suddenly jump up and say, “I need to buy that car.” It’s about building trust, cultivating a relationship with a prospective customer. So in the 80’s we had Infomercials (Direct) and regular commercials (Brand)… take a walk down memory lane and see the differences for yourself:
These are about driving sales… an extended spot meant to seal the deal by the end. They identify the pain point, present a solution (the product), and then sweeten the deal until you call the number.
Original ShamWOW – https://www.youtube.com/watch?v=F3lrhPeK6gU
These are much more nuanced… notice that in all 3 the product itself kind of takes a backseat. It’s about evoking a feeling, communicating an energy, an aesthetic. If you like this sort of thing, then this is your kind of product.
McDonald’s – the original “I’m Lovin’ It” commercial – https://www.youtube.com/watch?v=dI-xHMM8wXE
Kit Kat – 1988 “Give me a break” commercial – https://www.youtube.com/watch?v=0nkcVz1mad0
“Share a Coke” – https://www.youtube.com/watch?v=5-ahnFYzMp8
“Jab, Jab, Jab, Right Hook” – GET THE BOOK
Seth Godin explains the pitfalls in misunderstand the differences between Brand and Direct Marketing – https://www.youtube.com/watch?v=HHht5-8jtgI
As always, if you have questions please reach out… firstname.lastname@example.org