Bob Pittman, CEO, Clear Channel Media Holdings (and MTV co-founder amongst other accomplishments) was the opening keynote speaker yesterday morning at the BIA/Kelsey ILM West conference in San Francisco.
In a search engine marketing world, where many people think brand advertising is dead, Pittman presented a compelling integrated marketing model (loosely based on the AIDA model) that shows brand building is key to generate sales. It goes as follow:
o Arouse a consumer’s interest in a product/service (through big reach and passion)
o Remind them of their interest until purchase (via reach and frequency)
o Allow them to research the product/service (via interactive apps with scale)
o Let them effortlessly find where to buy the product/service (dealer locators)
o Let them hear advertising messages when in the buying mindset
o Reinforce their purchase decision – retention
o Encourage and facilitate word of mouth – (via viral marketing and social media)
He also explained that brand is the thing that happens when consumers are predisposed to buying your product and have stopped comparison shopping. That’s also an interesting insight.