Question
Topic: Advertising/PR
Brand Awareness Or Direct Response First?
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I have seen arguments for both.
Brand awareness allows you to build trust, familiarity, and a touch point prior to asking for a sale and follows the traditional funnel/customer journey.
However, it can be more costly and require follow up.
Direct response allows you to sell or ask for an action right away. However if the customer doesn't know the brand or be in market, they will just ignore the ad without getting any value.
I am not sure which one is best.
In my situation, I am a musician that has tried both. Although direct response has gotten me leads, the costs are high on a new audience that has never heard my name or music.
In my case it makes sense to me to generate brand awareness first, but it's more costly and takes more time.
What is the best approach in general?