bridging direct response with brand
TRANSCRIPT
![Page 1: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/1.jpg)
BRIDGING DIRECT-
RESPONSE WITH BRAND
Babak Azad
ITrsquoS NO LONGER ldquoEITHERORrdquo
ldquoIrsquom not talking about richhellip
Irsquom talking about wealthrdquo
-Chris Rock
Agenda
bull Context Foundation
bull A New Paradigm
bull What yoursquore already doing
bull The New World Order
Direct-Response vs Brand
bull A few definitions
bull DR direct-to-customer measured media granular tracking
bull Brand historically ldquobrand advertisingrdquo
bull Pay to promote the name
bull No calls-to-action
bull For this context letrsquos think about a different definition of brand
bull Building a brand (not simply ldquodoing brand advertisingrdquo)
bull Having a brand
bull Knowing what your brand is trying to stand for (this presumes it is
intended to actually stand for something)
What is a Brand
bull The business school response
bull The measure of a brand is the premium people are willing to pay
for your product versus the generic version
bull What itrsquos not
bull A logo (anyone can make a logo)
bull But it is the recognition and understanding of what that
logo (or name) stands for
bull Similar to porn sometimes itrsquos hard to describe but you
know it when you see it
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 2: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/2.jpg)
ldquoIrsquom not talking about richhellip
Irsquom talking about wealthrdquo
-Chris Rock
Agenda
bull Context Foundation
bull A New Paradigm
bull What yoursquore already doing
bull The New World Order
Direct-Response vs Brand
bull A few definitions
bull DR direct-to-customer measured media granular tracking
bull Brand historically ldquobrand advertisingrdquo
bull Pay to promote the name
bull No calls-to-action
bull For this context letrsquos think about a different definition of brand
bull Building a brand (not simply ldquodoing brand advertisingrdquo)
bull Having a brand
bull Knowing what your brand is trying to stand for (this presumes it is
intended to actually stand for something)
What is a Brand
bull The business school response
bull The measure of a brand is the premium people are willing to pay
for your product versus the generic version
bull What itrsquos not
bull A logo (anyone can make a logo)
bull But it is the recognition and understanding of what that
logo (or name) stands for
bull Similar to porn sometimes itrsquos hard to describe but you
know it when you see it
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 3: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/3.jpg)
Agenda
bull Context Foundation
bull A New Paradigm
bull What yoursquore already doing
bull The New World Order
Direct-Response vs Brand
bull A few definitions
bull DR direct-to-customer measured media granular tracking
bull Brand historically ldquobrand advertisingrdquo
bull Pay to promote the name
bull No calls-to-action
bull For this context letrsquos think about a different definition of brand
bull Building a brand (not simply ldquodoing brand advertisingrdquo)
bull Having a brand
bull Knowing what your brand is trying to stand for (this presumes it is
intended to actually stand for something)
What is a Brand
bull The business school response
bull The measure of a brand is the premium people are willing to pay
for your product versus the generic version
bull What itrsquos not
bull A logo (anyone can make a logo)
bull But it is the recognition and understanding of what that
logo (or name) stands for
bull Similar to porn sometimes itrsquos hard to describe but you
know it when you see it
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 4: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/4.jpg)
Direct-Response vs Brand
bull A few definitions
bull DR direct-to-customer measured media granular tracking
bull Brand historically ldquobrand advertisingrdquo
bull Pay to promote the name
bull No calls-to-action
bull For this context letrsquos think about a different definition of brand
bull Building a brand (not simply ldquodoing brand advertisingrdquo)
bull Having a brand
bull Knowing what your brand is trying to stand for (this presumes it is
intended to actually stand for something)
What is a Brand
bull The business school response
bull The measure of a brand is the premium people are willing to pay
for your product versus the generic version
bull What itrsquos not
bull A logo (anyone can make a logo)
bull But it is the recognition and understanding of what that
logo (or name) stands for
bull Similar to porn sometimes itrsquos hard to describe but you
know it when you see it
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 5: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/5.jpg)
What is a Brand
bull The business school response
bull The measure of a brand is the premium people are willing to pay
for your product versus the generic version
bull What itrsquos not
bull A logo (anyone can make a logo)
bull But it is the recognition and understanding of what that
logo (or name) stands for
bull Similar to porn sometimes itrsquos hard to describe but you
know it when you see it
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 6: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/6.jpg)
More Practically the Benefits
bull Higher enterprise value
bull Higher value in an acquisition
bull Word of mouth
bull More unattributed revenues
bull Fewer bad reviews
bull Fans coming to the brandrsquos rescue
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 7: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/7.jpg)
How about this
DR | Brand
Income | Wealth
Whatrsquos one without the other
Short-Term vs Longer-Term -gt Investment
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 8: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/8.jpg)
If yoursquore still convinced of the importance
or value of a brand
bull Each one caused a memory a reaction or perhaps a
perception
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 9: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/9.jpg)
How to build a brand
bull Where in the customer experience do you build brand
bull Do you actually consider the experience of a customer versus how
to maximize ROI and increase customer LTV
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 10: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/10.jpg)
Where do you build the brand
EVERYWHERE
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 11: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/11.jpg)
Brand-Building ndash What Yoursquore already Doing
bull Pre-purchase
bull Post purchase
bull When people arenrsquot really aware they need your product
bull The easiest way to build a brand
bull Create great products
bull Get them into the hands of customers
bull Do as much as possible to take care of your customers
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 12: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/12.jpg)
Painful Disclosure
bull Yoursquore not going to be able to measure the impact in as
granular a level as yoursquore used to
bull Already happening with social media and cross-platform
attribution
bull Doesnrsquot mean you donrsquot place unique links or try
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 13: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/13.jpg)
Brief Note on Continuity
bull Strong association with DR marketers
bull Another name for subscription
bull Plenty of subscription businesses with a strong brand
bull And plenty with a bad rep
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 14: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/14.jpg)
Do your actions reflects your desires
bull How many MIDrsquos do you have
bull How many Facebook ad accounts do you open each
month
bull Would feel comfortable telling your mom or children about
your product claims
bull If interviewed on TV how concerned would you be to walk
someone through your business
bull By the way this is happening anyways -gt itrsquos called social media
reviews etc
bull Are your customers proud to wear your T-shirt
bull How do customers react when meeting you in person
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 15: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/15.jpg)
Pre-Purchase
bull Do you provide value to your customers even before they
buy or are they just a customer ID and invoice
bull How painful is your buying experience for a customer
bull Do customers clearly know what they are buying
bull How small is the fine print
bull This doesnrsquot mean
bull Donrsquot push
bull Donrsquot try increasing prices
bull Donrsquot try increasing LTV (it just might be over a different time
period)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 16: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/16.jpg)
Post-Purchase
bull Whatrsquos it like to request a refund
bull Do you proactively add value for a customer
bull More offers donrsquot count
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 17: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/17.jpg)
Post-Purchase
bull Treat the customer like they would prefer to be treated
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 18: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/18.jpg)
SoulCycle
bull No before-and-afterrsquos
bull Experience experience experience
bull Identity
bull Community
bull And more recently apparel
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 19: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/19.jpg)
The New World of Creating Brands
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 20: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/20.jpg)
The marketing phrase du jour
Content Marketing
bull Buzzfeed
bull They are not in the e-commerce business (yet) but
imagine if they were (or if they just started putting affiliate
links in their posts)
bull Where the world is going
bull The marriage of media and e-commerce
bull Facebook Video podcasts YouTube etc
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 21: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/21.jpg)
Instagram ndash Using the Only Clickable Link
to Drive Transactions
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 22: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/22.jpg)
Bethany Mota
bull adaf
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 23: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/23.jpg)
What do they have in common
bull Created a connection
bull Trust
bull Likeability
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 24: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/24.jpg)
Video is only Growing
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 25: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/25.jpg)
Leveraging Content to Create More Content
httpswwwgaryvaynerchukcomcontent-content-content
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 26: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/26.jpg)
Snapchat
Russellrsquos Video
httpswwwyoutubecomwatchv=w13DntP3PWc
Clickable link in your email
httpswwwsnapchatcomadd[username]
No longer just for teeny-boppers
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 27: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/27.jpg)
Content and Attention
bull The advantage of NOT starting from scratch
bull Starting with a LIST
bull Fans want more
bull Glenn Beck could be on 24 hours a day
bull Use media to build new media
bull TMZ Buzzfeed GaryVee
bull Drive organic results for a platform
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 28: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/28.jpg)
Who is Your Brand
bull Are they advocates and evangelists
bull Do you ask them to be
bull UGC
bull Testimonials
bull Affiliate offers
bull Community Connection
bull Bridging online and offline
bull Meet-ups experiences (VidCon)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad
![Page 29: Bridging Direct Response with Brand](https://reader034.vdocument.in/reader034/viewer/2022051507/58ae1a5d1a28ab7e4a8b4e6d/html5/thumbnails/29.jpg)
Questions
Babak Azad
babakbabakazadcom
wwwbabakazadcom
wwwlinkedincominbabakazad