Direct-Response Marketing breeds winners. While Brand Marketing dumps a ton of money in production and at least 10 times more as much on media buy. Since branding ads lack a call-to-action, they need to constantly stay in front of their target audiences. If you don’t have deep pockets, brand marketing is not for you.
On the other hand, Direct-Response costs a lot less than Brand Marketing. In fact, if you put as little as a URL at the end of your TV commercial, the price you pay for your TV Airtime will be cut in half! The networks recognize this as a short term test and therefore charge less.
Direct-Response Marketing experts realize that measurement points to success! Therefore, these experts test, figure out what works best and do more of it!
Brand Marketing VS Measurement
Brand Marketers have always disliked measuring data because analysis reveals what is broken and needs to be fixed. As a result, this means more work! Understandably, a lot of the branding clients will pull their funds if data shows that current dollars are not working.
Direct-Response Marketing Measurement
Direct Response agencies measure constantly. Every product, interaction, impression, click, re-click, website visit, website navigation. Marketing agencies with no data analytics cannot optimize campaigns for maximum results.
Here’s an LA Based Direct-Response Agency that measures results to optimize your campaigns to make them more spread-worthy.
Direct-Response means testing for a period, figuring out what works and what doesn’t and do more or less of one thing. While this approach is more time-consuming than what branding experts do, it shows true results.
The rise of Zara
Zara became such a huge household brand because they measured the performance of all their items. In other words, every 3-4 weeks, they would carefully watch and measure what worked and what didn’t. What didn’t sell was quickly taken off the racks. As a result, they had new items on the shelves and returning customers.
The age of analytics
We live in the age of data measurement. There are so many tools at our disposal which make it easier to understand what campaigns work and which ones don’t. Some of these tools include SEM Rush, Google Analytics and even social media platforms like Instagram have their own insights.
If you are looking for an Infomercial Production Company and Direct-Response agency that can build and consantly measure your campaigns, we would love to help you. Contact us today!
