Offline

There are many approaches to advertising, the end goal is that any advertising campaign will build a business by increasing certain variables such as traffic, brand consideration, sales revenue, brand advocacy or others. Two approaches that often seem at odds with one another: direct response and brand awareness. In this episode, we'll be talking about: How to balance branding and direct response Why small businesses should use direct response Emotional decision making How do you reach common ground between brand and direct response campaigns? Direct marketing often treads a fine line in balancing promotion of brand, on the one hand, with direct-response urgency on the other. The focus at the top of the marketing funnel, primarily ones of awareness and stimulation, must balance with the conversion and advocacy activities closer to the sale. Small businesses who send direct mail advertisements to their customers find this to be a highly effective marketing strategy. Direct response proves to be a more person