Mike Taylor - Marketing Measurement Systems in Practice - An all-purpose guide & overview S3 Ep25 (part 6 of 6)
Champagne Strategy
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Brand Campaigns
I think there's this fallacy that brand campaigns either generate brand and then this is latent demand effect or all you do a direct response. Well, you know, I've found the same thing. And if you were just measuring your ROI of your direct response campaigns by brand effect, it would be really disappointing, right? Because it's a weak effect. If you're just measuring your brand campaigns based on how many sales have drove this week,. All right, so I do think it's kind of like a LTV issue, right? Like lifetime value. The only way they make money is through LTV, like because you keep coming back and buying the ink, that's how they
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