Can You Spend Brand Awareness?

This is an odd question to ask, but it's relevant when it comes to marketing. Why is that, you ask?

Because it ties into the seemingly never-ending debate between the merits of ad agency "branding" (or image)-type marketing... and old-fashioned direct-response marketing. If you've read my blog for any period of time, you know that my bias is towards the latter.

The reason I thought of this question was because of a meeting I had with two local radio hosts. I met with them to see how I could increase the effectiveness of their advertisers' radio ads. The better response they get from their ads... the more sales and money they would make... and that would increase the chances they would stick with this radio show as a longer-term advertiser.

Makes perfect sense, right? Well.... not exactly.

As I explained the difference between direct-response and branding-type marketing, it was obvious that one of the hosts wasn't sold on it. He starts asking question after question about "if" direct-response marketing was effective... and the one question that he asked (that I wish I had this answer for at the time) was:

"Well, what about brand awareness in marketing?" 

My natural instinct was to give a smart-ass answer and say: "Well, what about it?" But that wouldn't have done much good to avoid an argument.


Let me take a step back and explain this marketing theory.

Ad agency folks love to talk about "brand awareness" because they tell their clients that the more you get your name in the marketplace... the more people will be aware of your brand... and eventually this will lead to more sales and cash flow. But - these "creative gurus" will tell you - this will take time for their creative genius to work its magic, and get the results you want.

Never mind the fact that you can't track how well the ads or campaign are working. Just trust them, keep giving them your money... and eventually it should work out alright. And the more time it takes to "get your name out there," the more money you're paying for unaccountable marketing.

Let's get back to the topic: "Can You Spend Brand Awareness?"


Go to a Starbucks and order your favorite beverage, then ask the clerk if you can pay for it in brand awareness. He or she will look at you like you're crazy, and rightfully so.

Obviously you can't spend brand awareness to buy the material things you want in this life. So why should your marketing be focused on something that's difficult (if not impossible) to measure... and is useless to buy the things you want?

I like marketing that you can measure, monitor and adjust, and will bring in US dollars... fungolas... Federal Reserve Notes - and lots of them. When done correctly, that's what direct-response marketing will do for any business.

Forget about being cool or creative, unless it increases your sales and positive cash flow. If an ad agency or or marketing consultant talks about brand awareness instead of results, snap your wallet shut and end the meeting. Then find a marketing professional who believes in accountable, results-oriented marketing - and not some half-baked yuppie fantasy.

You'll save time, energy and frustration, and have more business success.

Direct-Response Marketing vs. Branding

As a copywriter and marketer, I know that direct-response marketing (if done correctly) can produce positive results for almost every kind of business. You can measure, monitor, adjust and control your marketing campaign for optimum results.

Then I look at companies and ad agencies who use the 'branding' approach to marketing, which says: If you just get your 'brand' or logo out there often enough (and 'build your brand'), you'll eventually get sales and your business will live happily ever after. After hearing this for several years, I still don't have a clear definition of what "branding" actually is... and I'm not convinced that this marketing approach is better than good old fashioned direct-response.

I think some folks also mistake the branding approach as a substitute for good business and marketing fundamentals. If a company isn't competent at its core business, all the fancy logos and brands in the world won't be able to make up for this. Even if a company is competent (or preferably good at what they do), and doesn't market effectively to customers and prospects (sending the right message to the right market... through the right media), its still probably going to struggle.

Companies that don't stay current with business and marketing trends will also have a tough road to hoe. Good direct-response marketing should explain to a current or potential customer what a business does, how it can benefit her, and how it's better and different than what the competition does.

Branding doesn't quite do that.

It seems to be based on cheesy slogans, fancy logos, and/or fancy Flash videos on a company website. Now, I'll admit you should have a professional-looking website, and quality marketing materials; and project an appealing, professional image to your target market.

If you don't have the right image, potential customers may not take you or your business seriously. And it's important to have a USP (Unique Selling Proposition) that makes you stand out in the marketplace.

But a business owner's main focus should be:

1) To know and do her business well,
2) To communicate what the business does through effective marketing, and tell someone how it will benefit them,
3) To follow up and make sure the business is geniunely meeting customers' needs.

For me, it's the business basics and fundamentals that matter. Not how unique or flashy their 'brand' is. The brand can provide some short-term flash, PR or 'buzz,' but it's the solid business and marketing fundamentals (which I just mentioned above) that give a business long-term survival and profitability.