« | »

Build Brand Value through your Direct Marketing Media Buying

By admin | April 13, 2007

Direct response marketing provides media buyers with the opportunity to both sell and brand their products simultaneously. If you have a hot drtv brand, it allows you to branch into new product areas. It’s allowed OxiClean to launch a full line of products, Google to branch into radio and video, Apple to offer video and Motorola to come out with new products based on the success of the RAZR. Last year Google’s brand value increased by 46%, to over $12 billion, which represented the biggest gain of any brand. (BusinessWeek 8/1/06).
 
In this age of blogging and instant information on the Internet, a brand can also be undermined faster than ever. For example, Dell’s “service and quality were denounced by bloggers” on a popular website and this publicity negatively impacted their brand. (NY Times 12/17/06). I’m certain the publicity surrounding the recent FTC fines for some of the leading diet supplements has created a great deal of negative buzz among consumers, which has likely impacted their sales and brand value. On the other hand, “positive word of mouth magnified by the Internet can be a boon, as Toyota discovered with its hybrid Prius sedan, which has been praised on sites created just for that purpose.” (NY Times).
 
No matter what type of direct response product or service you are buying media for, nowadays it’s more important than ever to build brand value through your direct marketing efforts and to understand how the power of the Internet and its bloggers, online communities, message boards, etc. can affect those efforts.

Topics: Uncategorized, drtv, media buying | No Comments »

Comments are closed.