- New Book: "Building Brand with Direct Response Television" | Doug Garnett's Blog
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- Brand Advertising vs. Direct Response
- Building Brand with Direct Response Television
One of the primary benefits of BRTV over a traditional branding tv campaign is the measurability of the results, as the impact of brand awareness can be difficult to quantify.
New Book: "Building Brand with Direct Response Television" | Doug Garnett's Blog
However, BRTV still takes in to account branding as a secondary goal. BRTV is highly tied to the benefits of a product or service.
Establishing the problem it solves for customers is the first step. Brands are becoming increasingly results oriented and are expected justify the ROI of all their campaigns.
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In the future television will likely have a click-through element and become closer and closer to a digital to campaign in essence. The brand response paradigm leverages a strong data component and can empower brands to make better decisions around media buys, messaging, and their overall campaigns.
Marketers can analyze real-time performance statistics and test strategies in an ongoing way. BRTV is also more affordable and efficient than general advertising.
In an October study, the Consumer Technology Association surveyed 2, US adults about their content consumption habits. TV is highly relevant and a long way from becoming obsolete. Housewares brands that invest in brand response TV can get serious bang for their buck. Housewares brands are particularly suited to brand response advertising for a number of reasons.
Brand Advertising vs. Direct Response
One is the power of demonstration. Housewares tend to be fairly intimate since they are products people use in their homes, so creating an emotional connection with viewers is key. Housewares brands using brand response have a natural, high-focus on their relationship with consumers.
The shift from brick and mortar to e-commerce has been beneficial to brands as they engage directly with the consumer via Amazon FBM fulfillment by merchant , as well as interactions with consumers that share their housewares experience online. Further, using brand response for housewares creates more room to deploy creative strategies, as suggested by Dash, Sobro and Wahl Clipper Corporation executives at the aforementioned building housewares brands seminar.
Building Brand with Direct Response Television
At the same seminar, Steven Yde, Vice President Marketing NAC division, said that offering guides from in-house barbers helps build value and ensures greater product satisfaction. In and beyond, brand response TV is a highly effective and cost-efficient approach for any housewares brand that wants to strategically grow and have a meaningful impact.
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