Marketing Minute: Are You Packing the One-Two Punch?
Are you packing the one-two punch?
For some reason everybody likes to choose a side on something and it’s no different in the world of marketing. See, there’s two basic “styles” of marketing… Branding and Direct Response.
Folks tend to fall on one side of the fence or the other and throw jabs at the other side…
“Your results are weak.”
“You’re too direct.”
Watch this short video to learn the differences and see where your marketing stands…
Now, I don't know about you but I see the benefits of both sides and choosing one over the other seems like... going into a boxing match with one of your arms tied behind your back.
But, use them both and you become a marketing heavyweight: more impactful, measurable, and profitable.
Which style do you typically favor with your marketing? What benefits do you think you'd receive if you added a little bit more of the other?
P.S. think good thoughts and comment now 
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This article published on Friday, September 19th, 2008 at 5:52 pm | Contact the editor
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About this Columnist (Full Profile)
Mark Eckenrode is a Certified Master of Guerrilla Marketing raised on comic books, punk rock, and Pepsi. He’s also the chief marketing trainer at HomeStomper where AgentGenius readers can learn unconventional methods for winning with social media.
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- HomeStomper Strikes Different Chords Around The Net — HomeStomper:
[...] There are two basic styles in the world of marketing and you’ve got to know when and where to apply each. Mess this one up and your message could be lying cold on the ground… get it right and you win big. Click here to pack a bigger marketing punch [...]
Benn Rosales
Conal Campbell
Elijah May
Lani Rosales
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Charlene Jimenez
Good Post.
I come from the Old School of Gorilla Marketing (GM), which oddly enough combines facets of both Direct and Brand Marketing. After graduating from GM budget wise, I came to the conclusion in order to maintain profitability I would need to continue both.
Brand – To keep my name in front of my past clients.
Direct – To drip and retain new clients.
Brand/Direct – To be the Heavy Weight name both Past and Potential clients think of when it is time to Refinance or Purchase.
@will: yeah, both branding and direct response are major components of guerrilla marketing.
a buddy of mine likes to think of the two schools this way:
- direct response: you can feed your family tonight
- branding: you can have a feast next season
pretty good descriptions, i think. and you wouldn’t want to forsake either.
This was a good description of both so agents can get a cursory overview and understand the topic better, but I disagree with one point. Direct Response is rarely any cheaper than branding. It takes a significant amount of exposure to succeed in either tactic.
@nick: exposure is always a factor for success (you may be giving away diamonds, but if no one knows…). still, exposure being equal, your direct response marketing will have higher response rates.
now, let’s assume that both your direct response and branding responders convert equally well into clients (say, 5% of responders from both messages become clients)… you’ll still receive more inquiries from your direct response message than branding therefore you’ll get more clients. more clients = more income from the same exposure (branding vs direct response) so your direct response is cheaper due to the increased profits.
more money in the pocket at the end of the day is best