Money is tight. Budgets are squeezed. You simply don’t have the resources to do everything. It’s decision time: do you spend what you have on growing the brand or on generating demand and hitting the numbers? If you are like two-thirds of the attendees at one recent B2B event, you’ll have chosen brand. If on the other hand you are in the grip of the bean counters, you’ll have opted for demand.
But here’s the rub: whichever you chose, you chose wrong.
In the land of the blind
After all these years, it still amazes me that so many in the industry think in these kinds of binary terms. Brand or demand. Strategic or tactical. Even marketing or sales. It’s a recipe for death by silo.
The truth of course, is that the decision is never binary. Every piece of demand activity you produce is an embodiment of your brand. Likewise every brand communication should drive demand.
To focus on demand generation for a moment – there is a tendency in the industry to think purely in terms of the numbers. How many clicks/downloads/sales/whatevers did this communication achieve? It often leads to a nail the problem, hammer the offer, forget the brand approach (well, we did follow the guidelines). And you know what? It works. To a degree at least.
The problem is that this tends to focus so heavily on what we do it leaves no room for how we do it. The end obliterates the means.
Demand meet brand, brand meet demand
As soon as we focus on how we generate demand and what it means for the brand, something interesting happens.
For one thing, the customer comes more sharply into focus. We think more about how we can help them deal with the problems they face and less about simply what carrot we can dangle to get them to do stuff.
We also take a longer term view. Not of the results – we still need to hit the numbers. But we begin to consider the legacy of what we create. What effect will it have on our reputation? What will the recipients say to friends and colleagues about us? What will they think, the next time they see something from us?
And, while I’ve focused on demand generation here, the benefits also extend the other way. By making more brand-focused communication responsible for growing demand as well as brand, we give it focus. We avoid the upward creep that ends with brands trying to capture lofty ideals that are irrelevant to the context their customers find themselves in (the world peace syndrome).
The result will be a stronger brand, greater demand and increased loyalty. Now doesn’t that sound like a good decision?