Bridging the Gap
Rosen: From 80,000 feet, if you truly understand and are committed to the brand document—the essence of who a company is from start to finish—then you're building the brand through demand, through every point [of interaction]. So welcome that integration, that fusion of both disciplines in a respectful way to the customer. And I think in today's market, marketers need to be respectful because the customer's in charge.
TM: You spoke in your DMB session about the AlloyRed Velocity Scale, where brand awareness media have a lower velocity and brand interaction media have a higher velocity. What's the process for finding the right mix?
Rosen: We have what we call our AlloyRed marketing communication map. … It's not complicated, it just [determines]: How many people do I need to interact with or have come to my site or come into my store [to make a profit]? So the marketing communications messaging map shows it as a function of interaction … that if I run so many ads at a one velocity, what is going to take place in the next year? Is that going to make [the] goal? … But the question is, what is the velocity, the momentum—the call to action? Not to buy necessarily, but to get involved with me, to go to an interaction point.
TM: I think the crux of your philosophy is what you termed the "sweet spot." How did you find this "sweet spot," where the brand and direct drive each other?
Rosen: The sweet spot changes based on strategy and what a client needs both short- and long-term. So it really is dynamic. It's a sweet spot of the perfect balance—knowing what kind of money you have available. It's the power of finance coming into the model that drives the sweet spot; it's that balance of respect for both disciplines.