strategy

Performance Marketing v. Brand Marketing: What is the Right Combination?

Performance Marketing v. Brand Marketing: What is the Right Combination?

Good marketing contains multiple components that consider both the long-term and short-term success of your business. Performance marketing is the short-term, easier to measure marketing tactics that include, pay per click ads, discount offers, etc. Brand marketing is the long-term, brand building efforts that can be more difficult to measure. Examples of brand marketing are TV, radio, and sponsoring the lanyards at an event. Healthy marketing includes both performance and brand marketing. Building brand awareness takes time, effort, and/or monetary investments in the brand. Depending on the type of business and the market you’re entering, it can be more difficult to build brand awareness and you may need to lean on performance marketing before your brand marketing efforts pay off.

Brand marketing is accretive, which means that it builds upon itself over time. Each brand marketing action helps to form the overall brand experience and the brand equity with the customer. Many household brands have built their name and reputation with long-term investments in brand marketing. It’s hard to separate the Coca-Cola product from the Coca-Cola brand at this point and a lesser brand might not have gotten away with a misstep like New Coke.

How Do I Determine Which Opportunities are Right for My Business?

How Do I Determine Which Opportunities are Right for My Business?

When you’re planning your marketing efforts, it’s important to determine which actions best align with your brand vision and values. It’s important to know when to say '“YES” and when to say “NO” to the projects that come across your desk and the platforms where your brand can be found.

Take Time Away for a Stronger Business

Take Time Away for a Stronger Business

My yoga studio sent me an email this morning about the importance of a re-boot. The email both resonated with and inspired me, so I decided to write a blog post about it this week.

I'm convinced that inspiration for your business can be found nearly anywhere, but you have to take the time to look around and find it. Often, we're so busy 'hustling' that we forget to stop for a second and smell the figurative (or literal) roses.