The Difference Between Direct Marketing & Brand Marketing
What if you had to walk into a high-level boardroom and pitch the idea of running a 60-second Super Bowl commercial, spending a ton of company money and make a deliberate decision NOT to focus on the product you’re selling?
More than likely you would be laughed out of the room. Especially by those who fail to grasp the enormous differences that exist between Direct Marketing and Brand Marketing.
Two disciplines that are entirely different. One is designed to boost short-term sales. The other is designed to inspire trust, connection and long-term relationships.
Are you aware of these sharp differences and how you may be inadvertently sabotaging your best business-building efforts?
Direct Marketing is the polar opposite of Brand Marketing. It’s like comparing apples to cucumbers. Like comparing Haggard to Beyonce. Like hunting to farming.
In a nutshell, Brand Marketing is a lot like farming where you plant good, quality seed, carefully nurture the soil and have confidence your harvest will continue to grow and be sustainable. If you keep your business pure and pesticide-free by resisting the urge to engage in “push-driven” selling, you can make your mark by creating a “pull” environment with customers who share your values and who naturally come to you and seek you out.
Join us on the back 40 as we explore the substantial, game-changing differences between Direct Marketing & Brand Marketing on this edition of The Reinvention Chronicles.
When America's early pioneers first turned their eyes toward the West, they did not demand that somebody take care of them if they got ill or got old. They did not demand maximum pay for minimum work, and even pay for no work at all” PAUL HARVEY
p.s… Your business and brand will have to be very good at one of two things. Planting in the spring or begging in the fall. And when you take the long-term view, your brand has the potential to be bigger than any particular individual, isolated marketing effort. In other words, branding is strategic while marketing is tactical. The brand is what remains after the marketing smoke has cleared and the dust has settled. It’s the story, the two or three words or the vivid picture that sticks in your mind when a certain product, service, or organization—whether or not, at that particular moment, you bought or did not buy.
Which is why the parallels between the discipline of farming and Brand Marketing are still blisteringly accurate and relevant.
No different than life on a farm, you will need copious amounts of faith, hope, patience and perseverance; knowing you can’t manufacture a compelling brand overnight any more than you can rush the crops or breed cattle in less than a week.
On February 3, 2013, the year the Ravens beat the 49’ers in Super Bowl XLVII was the year a world television audience stood still and listened to what the legendary Paul Harvey had to say about America and its nation of farmers.
So God Made a Farmer is a Brand Marketing masterpiece that still resonates today. The speech was originally delivered at a 1978 farmers convention and it clearly differentiates the Dodge brand from the majority of TV ads that can range from the salacious to ridiculous to just downright stupid. In collaboration with the Future Farmers of America, Dodge agreed to donate $100,000 for every 1,000,000 views that the YouTube video of the ad received up to $1,000,000. This goal was reached in less than five days.
Planning a Speaking Event?
As the wheels of business turn faster each quarter, your company or industry association may be making plans to stay ahead of the über-fast relevance curve. In that spirit, we are now booking events for 2019 with organizations eager to dramatically rock their next conference with keynotes and workshops that inspire audiences to achieve a new level of “STADIUM-SIZED PERSPECTIVE”. For booking inquiries, please contact us.
Got Brand?
If you're feeling the time is right to RE-POSITION, RE-IGNITE and DIFFERENTIATE your business and brand and begin the journey towards becoming a "Category of One", Start HERE.
Could Your Personal Brand Become “Legendary”?
Successfully launched in 2017, Gair offers an exclusive 1-on-1 coaching program for select entrepreneurs who aren’t afraid of the challenge that goes with punching above their weight class and becoming “larger than life.” It’s called THE LEGENDMAKERS™, based on a coaching model that is heavily influenced by a wide range of luminaries that include King Arthur, Batman, Sir Winston Churchill, Henry Ford, Amelia Earhart, JFK, MLK, Vince Lombardi, Led Zeppelin and Walt Disney, among others. If curious, send us an email.
Other Resources for You to Explore:
Purchase the critically-acclaimed, NUTS, BOLTS AND A FEW LOOSE SCREWS. Available at Chapters.ca and Amazon.com.
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"Everything you can imagine is real" PABLO PICASSO