Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 20

If you do want to get your name out there, then I have some very good news for you. When you do direct-response advertising, and especially if you do OUTRAGEOUS direct-response advertising, you often get the byproduct benefit of branding.

People start to know who you are while they are being urged to take direct action.

For instance, I sent out eighteen pieces of direct mail a year for my business at Gage Menswear. Because of this exposure, I knew that if I stopped advertising to my customers for a while they would still keep coming in the store.

Plus, I also knew from various national consumer surveys that my stores had the highest recognition factor of all of the competitors that were in my same category (menswear retailers).

You really do get the benefit of branding through direct-response advertising, but the best news is you don’t have to directly pay for it.