Remember You Can “Brand” At The Same Time As Using Direct Response Tactics!

I’m a firm believer that branding and direct response marketing do not need to be mutually exclusive and my Greater marketing campaigns are testament to this.

Just have a look at how Disney, Virgin, Macy’s, Apple and major motor vehicle manufacturers do it – and follow this trail of success.

Locally here in Australia, the likes of Harvey Norman, Domain, Woolworths and McDonald’s are very clever with combining direct response with branding.

(ie: Enjoy 4 cents a litre off your petrol and enjoy a buy one / get one free offer for  2 litre bottles of Coke for $1.50 at Woolworths, but remember we’re The Fresh Food People!)

And this is the combo which I used for the Greater Building Society.

I created stunningly successful campaigns with clever direct response measures, but always positioned the Building Society as being contemporary and friendly with an extraordinary customer service ethic.

Its brand personality was continually pushed as being friendly, helpful and “sort of” like a kind uncle.

This formula skyrocketed the Greater’s brand to levels that one couldn’t have imagined.

Superstar, Jerry Seinfeld, joins The Wow Team!

When I scored Jerry Seinfeld to be the Building Society’s spokesperson in recent years, this further catapulted the Society’s brand to stratospheric proportions.

So whilst the same direct response mechanisms were employed, the addition of Jerry to the mix provided not only a massive increase in attention to the offers, but also a meteoric rise in brand awareness in the marketplace.

The Greater’s already “cheeky brand” immediately leapt to new heights and the Society was “on the shopping list” of so many more prospects.

And that’s the great thing about having a brand persona – you’re in with a good chance of being “on the shopping list.”

In 2008, because the Society was interested in growing its distribution, it was important that I devised a creative strategy that would deliver quick recognition for the brand, no matter what territory it expanded to. (Jerry was introduced in July, 2009.)

Let’s face it, if Jerry Seinfeld is in your TV ads and you launch a new branch in Rockhampton tonight, there’s a good chance you would be water cooler conversation at the office tomorrow morning.

(Versus a more traditional bank-style campaign where it would take years for the brand to penetrate the marketplace.)

Here is a link to Greater Building Society Ads with Jerry Seinfeld - https://vimeo.com/256209545, https://vimeo.com/256051994

To find out how you can build direct response tactics visit www.wowmanifesto.com

You might even like to visit - www.youtube.com/c/JDTV-IOW

Or contact us at [email protected] if you’d like to add some WOW to your business!