Build A Big Brand On A Small Budget with Faisal Siddiqui
May 1, 2023
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Guest Faisal Siddiqui, an expert in building big brands on small budgets, discusses the challenges of scaling profitably with performance marketing, reaching potential customers, and strategies for brand marketing and performance marketing. Topics include unique messaging, appearance, customer acquisition cost, brand marketing for non-purchase moments, video advertising, targeting brand advertising, frequency, static graphics, and marketing effectiveness.
Differentiating ads both in message and appearance is crucial for effective marketing.
A mix of brand marketing and performance marketing is recommended for scalable and profitable growth.
Deep dives
The Importance of Differentiating Ads
Creating ads that are different both in terms of message and appearance is crucial for improving the effectiveness of marketing. Brands need to go back to their original brand strategy and visual identity to figure out what sets them apart and creates distinctiveness.
The Problem with Performance-Based Marketing
Relying solely on performance marketing, with its focus on hard sales messages and targeting in-category customers, can make it difficult to scale profitably. High customer acquisition costs and unprofitable business models are common challenges faced by DTC brands that heavily invest in performance marketing.
The Blend of Brand Marketing and Performance Marketing
A mix of brand marketing and performance marketing is recommended, with a suggested budget allocation of 60% for brand building and 40% for performance marketing. This approach ensures both positioning the brand with future customers and converting existing demand. It is also advised to prioritize acquisition and target the entire market rather than solely relying on existing customers.
In the 69th episode of the On Branding Podcast, Arek Dvornechuck interviews Faisal Siddiqui and we talk about how to build a big brand on a small budget. Podcast page: https://www.ebaqdesign.com/podcast/building-a-brand
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