What is Direct Branding?
The divide between traditional advertising and direct marketing is more prevalent than ever.
To bridge the gap, Johnson Direct has pioneered a unique marketing approach, called Direct Branding™.
Direct Branding combines the art of brand advertising and the immediacy of direct marketing. As multi-channel marketers — with strong direct response experience — Johnson Direct’s pros are leading the way simply because we understand testing and the importance of accountable advertising.
Johnson Direct’s Direct Branding™ approach will help your organization achieve these goals and many other marketing objectives:
- Enhance brand equity within targeted markets
- Expose your unique selling proposition(s)
- Create a sustainable brand strategy through measurable marketing tactics
- Achieve consistent and effective message integration across all mediums
Read on to learn why Johnson Direct believes strongly in the importance of planning and executing a branded – and often themed – marketing strategy that is applied across ALL MEDIUMS.
How is Direct Branding Different?
Compared to traditional image branding, Direct Branding demands relevancy, measurability and results from each marketing and communications effort.
Unlike traditional image-making or re-branding, Direct Branding is measured, tracked, analyzed and tested. Direct Branding incorporates long-established direct response marketing principles to help gauge success for each marketing and communications effort. As campaigns are tested and launched, Direct Branding results data show us where and when to shift media dollars.
Why the shift to Direct Branding?
Current economic conditions have forced advertising and marketing firms to be more responsible to the clients they serve. These clients expect a positive return on investment for each dollar paid out, and demand their promotional investments deliver positive growth to their bottom line.
Precipitating this trend for marketing accountability is emerging technology that is more direct response-oriented than image-based. Some examples include search engine marketing, the Web, microsites, e-mail, banner ads, text ads and links, as well as more traditional channels like direct mail, which has become more sophisticated with the merging of data and digital printing methods enabling customized and better-targeted offers and messages.
Gone are the days when millions are spent to achieve brand recognition, with little (if any) attention paid to both current and long-term sales.
More About Direct Branding
Johnson Direct has recently published a number of articles on this topic:
“How to Become a Measurable Marketer”
Grant A. Johnson
Chief Marketer, February 2006
“Add it Up! Accountability is one of direct mail’s best features”
Grant A. Johnson
DIRECT Magazine, January 2006
“The New Advertising – DM Connection”
Grant A. Johnson
DIRECT Magazine, February 2005 |
