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Better Marketing Through Modern Mind-Control
Linda Cox
2000-01-01
Reader Ratings: 23 - Average score: 5.1
There are two kinds of marketing: Direct Marketing and Brand Marketing. Direct marketing targets wallets. Branding is about hearts and minds.
For example, I sell a variety of internet marketing tools but you won?t see them mentioned here. That?s because the brand I?m marketing by writing and distributing articles is Linda Cox, not any single product. If I can hook you into the Linda Cox brand, then the sales (and more) will follow.
If it works, thousands will visit my website and I can sell banners there. Then millions will subscribe to my ezine and I can sell ads there. Then everyone will want to be identified with my unique brand of humor and insight so they?ll buy body oils and spark plugs and beach umbrellas with my name on them.
Ultimately, of course, anytime you pass the Golden Arches your oh-so branded children will screech for a Happy Meal just to get the free "Linda Cox: Queen of the Online Marketers" doll inside.
Different By Design
Ads designed for branding are cool. They don?t plead and beg and cajole, they just sit there. They may be loud, but in a very smug way because they?ve already got what they want. They may tell you where to click or who to call, but they don?t really care if you do. You saw them... that?s enough. An impression was made.
Think Absolut Vodka.
Direct sale ads have a real do-or-die attitude that can make them a bit annoying and undignified, especially when surrounded by their more mellow counterparts. By their directives shall ye know them: Call Now! Order Now! Click Now!
Think infomercials.
You can?t track a branding campaign like you can a direct sales campaign, but you don?t have to. You don?t need to prove that an ad performed its function when its function was to just sit there and look cool.