All marketing actions can be grouped into two types: Brand Marketing vs Direct Marketing What is the difference and which one works better to achieve our objectives? The answer is a little later and we promise that there will be no room for doubts … but to fully understand it, first it would be necessary to explain some concepts and understand them with some stories and examples. Brand Marketing Brand marketing promotes our products or services by highlighting the overall brand. The objective of brand marketing is to inject the identity, values and personality of the brand in the communications directed to the audience. In short, the brand is the bridge between the product and the customer. Direct Marketing Direct marketing, in contrast, is a promotional method that involves presenting information about products or services to a target market that has been determined as a potential buyer. Canada Phone Number List Database There are many offline and online pieces that fit into this category. The simplest digital example is online ads targeting a specific market (Facebook ads, Google ads, etc.) Direct Marketing Example Brand Marketing vs Direct Marketing Which one works better?
Probably one would think at first instance that the big brands do brand marketing, while the small ones should focus on direct marketing… but it is not that simple. Perhaps the most constant question in our trainings is: how can we sell more? It is a question that seems logical, right? It is not. What do you answer to someone who asks – how can I be successful in life? There is no single or simple answer. It is the same in this case. Most are looking for a simple recipe … and unfortunately, many will respond with one.
Something like they need to optimize their site for conversions, install pixels for remarketing and run ads, measure traffic, leads, conversions; repeat what works and improve what doesn’t. Voila. Well, the reality is that it will not work … because there are a thousand different variables in each case … Isn’t there a single universal truth that works for everyone? Yes … ideally we should have a unique and differentiated product. To be wildly different . That would pave the way … The closer we could get to it, the easier it would be, but in a reality where the internet and the means of production make it easy to clone anything, this becomes more and more complicated. Let’s make the problem even more complex… let’s think we are selling a commodity … how about an egg?… What possibilities would we have to differentiate ourselves? Could we solve our sales problem with more ads, promotions, and remarketing? Let’s remember something Tom Peters said: Commodity is a state of mind, the state of mind of a loser. anything can be significantly differentiated. Now let’s look at an example … Product The pandemic was just beginning to impact in Mexico when San Juan , an egg brand in Mexico, added a little touch to its product that, in the midst of the dramatic and dark of the moment, shed light.
A minimal modification to the product, a huge change for the engagement with its users … and of course, after seeing the communication that acquired virality, others bought the product just to live the experience. Is that just a nice touch to you? Let’s look at something a little more functional and focused on creating differential advantage. Canada Phone List Packing In their packaging, which is obviously another communication channel, they also explain, in this paradigm of the pandemic, how their product is 100% safe because it is never touched by human hands. Advertisements And Huevo San Juan doesn’t post ads? Oh yeah… of course I do! … But not to shout buy us eggs!… But to build and strengthen ties with your audience. We ran a transparency scan to see their August announcements and this is what they posted.