Bridging the Gap
As the curve of clutter increased, the propensity to not trust just went exponential, especially with [Generation X]. And just giving [this generation] the message doesn't cut through [its] cynical behavior. So therefore, the direct model in its purest form says, "I'm going to build brand; I acknowledge that I need to build trust, so you understand who I am and what you feel about me."
Years ago I thought of it as changing the audience's behavior now to change your ultimate behavior, or your attitude about buying. It's kind of been reversed. Brand advertising wanted to change your attitude, and it would lead to a behavioral change down the road. The direct model says I want to change your behavior to get involved with me, not to buy.
TM: How does the direct model encourage involvement?
Rosen: See, this is where the word direct is very strange. … The word direct always meant, "You're going to buy from me [now]."
However, most of us went into this world of, "Hey, get involved with me. Raise your hand if you're even remotely in the queue to be interested."
TM: Your scope goes beyond brand and direct.?
Rosen: Those two disciplines by themselves do a lot, but there's also the discipline of sales. … I think the sales discipline has two issues right now for us in advertising and marketing. One is: Where are you in the sales cycle? And No. 2 is: What message is going to resonate with customers?
In order to do our messaging, we … bring the sales teams in to actually talk to them about why they aren't moving forward.
And then there's the power of finance, which literally has to drive the engine.
TM: Can you explain what brand brings to the table for a direct marketer?