How Direct Response Holds The Key To Reputation Management
May 10th, 2017
When it comes to life and work, we are faced with countless choices, endless information, and unapologetic critics. And in this transparent world of ours, the once hidden business behind a product or service has become more visible than ever.
It is well known that analytics have become the backbone to direct marketing strategy and advertising techniques. Though as we've come to see with recent stints like Pepsi's Kendall Jenner ad and Dove's "Real Beauty Bottles" campaign, the simple and human side of your brand holds as much weight as the numbers behind an idea. This is especially true when ideas today must be placed under unforgiving lighting and in front of the often scrutinous mirror of public opinion for a free-for-all and faceless critique, determining its fate and future with consumers.
For advertisers, a sound roadmap for brands is one focused on standout differentiators, a flawless consumer journey, and rock solid reputation management. With the urgency to 'act immediately' built into the DNA of direct response marketing, this trifecta naturally seeks refuge in media buying and video production campaigns that are built on shooting, testing, and tweaking a message entirely on audience response. This is the cornerstone of direct response, and key for reputation management. But why exactly is that?
It builds an ecosystem based on accountability
Comparison pricing and Internet chatter with consumers keep reputation management a critical focus area for brands. Where conversion is a key performance indicator, direct response offers "addressable advertising" compared to other solutions because it tracks every reaction – and most notably through broadcast, where analytics sourcing is not as easily accessible as it is on digital channels. Collecting analytics of television and radio advertisements is possible by including a call to action; a phone number for direct-to-consumer, a link to drive-to-web, or a code to drive-to-retail. All of this information is traceable, measurable, and impressionable.
It's where inventors build an identity from scratch
Crowdsourcing platforms like Kickstarter, GoFundMe, and Indiegogo have made it easier for product-builders to bring an idea to life, sparking the renaissance of the inventor. Likewise and since the 80s, the world's best-loved products have been born out of the infomercial. Why? Its long-form and education-focused format gives viewers an intimate look at a product's story, purpose, and position against competitors. The result? Well-established, frank, and honest brand narratives with no stone left to be turned by the consumer.
In a world where your brand can be anything, let your brand be itself.
Got questions about reputation management? Ask us!