This research says there’s a trade-off between short-term and long-term results. It’s terrific research. It’s also wrong.
By Mark DiMassimo
Here’s the difference between research and brand response marketing:
Research is descriptive. It works from observation of what has occurred.
Brand response marketing is creative, inventive and synergistic. Brand response marketing creates new realities.
This excellent survey looks at many hundreds of marketing campaigns run over several decades and observes that those that performed best in the short run tended to perform worst in the long run. And vice versa. While those in the middle tended to perform best on both sales and brand measures in the long run.
If you’re quite sure you’re going to still have your job in the long run, no matter what you do, then I suppose you can settle for that. You can play the averages.
But, what if you’re like most mortals? What if you actually have to have excellent short-term results in order to earn the privilege of earning excellent long-term results? What if you need to sell and build a brand?
Then, you need more than a paradox, which essentially tells you what you already know — your job is difficult and you’re going to need to achieve a result that is both uncommon and far from the center of the Bell Curve.
Here’s good news for you: Most of the cases considered in the survey were created by normal marketers. Many of them inadvertently sold out their brands to achieve an acceptable acquisition cost. Some of them knew it and didn’t even care.
Others built brands without a care in the world about the efficiency of their acquisition marketing. Some of these cared more about their reputation for doing famous campaigns than they did about generating results. But many more were probably guilty of nothing more than misplaced faith in the myth that building a brand can solve all problems. It can’t.
And the results of all of those marketers’ campaigns are the data behind this study. In fact, the marketers you will compete with today will be much like these.
But you don’t have to be!
Brand response is not about reducing short term response in order to build long-term brand!
Is that the way Dollar Shave Club got to a billion-dollar valuation in just a few years? Is that they way companies like American Express, at their best, build a new product? Of course not.
Because it’s possible to discover an idea that will organize and change everything An idea based on an insight. And when you know how to apply that idea to brand response creative, you’re likely to measure an extremely favorable change in your acquisition data.
The right idea is inherently brand building, even as it sells harder — and here’s the thing: If it sells harder, it runs more and more people see it. If it builds the brand, and more people see it, then it builds the brand more effectively.
The fact that this synergy is rare — about as rare as successful product introductions — doesn’t mean it is unachievable. In fact, such brand response success can be reliably and predictably achieved. All that it requires is that you have the right people on the team and that they are doing the right things.
You can have better results in the short run that naturally lead to better results in the long run.
Don’t accept any less!
For more on how to drive up brand value while you drive down cost-per-acquisition, read about The Ten Signs of An Inspiring Action Company. Inspiring action companies like Dollar Shave Club, Air BNB and Warby Parker consistently outperform their categories in building brand value and revenue.
Interested to know what Inspiring Action Marketers are obsessed with today? Find out here.