“The ROSEN Velocity Scale™ is a powerful and relevant tool for the 21st century marketers.”
Ann M. Jelito, President of Right Time Coaching and Consulting,
and Fmr. Sr. Director of Training @ Association of National Advertisers
You can build brand anywhere along the scale. But to build awareness and interaction simultaneously you must balance right in the middle of the scale.
V1 is all about the Brand. There is little to no interaction. Creative rules, and success requires frequency to drive the message home. An example of this would be the iPod campaign or Nike's "Just Do It." Unfortunately for most, there is not enough money to feed the frequency needed to drive the message home, and the entire campaign falls short of what it could have accomplished.
V2 still has a high level of Brand awareness. However, in addition to the strong visual we introduce a simple, single mechanism to connect, such as a web address or phone number.
V3 maintains the emphasis on Brand, but expands copy. We've also added an 800 number, to open the door for dialogue.
V4 is still more about Brand awareness, but begins to offer interaction that will lead to sales. The visual remains strong, but copy becomes more detailed and includes enticing offers to pull them in.
V5 is the balance of Brand and Direct with the Brand image and the pull to interact equally shared. We still have a strong graphic appeal but the call to interact is now obvious. We can offer more detail in the copy on the features and benefits. We can also use at least two ways to interact. The copy details the strong topical free offer to pull interaction and has a shorter deadline to increase response.
V6 is focused on interaction while maintaining a strong brand image. Copy is focused on selling, using pain points and then overcoming those with researched objections. The goal is to move them to the next step.
V7 is about the sale. It includes multiple offers as well as a deadline ("Hurry this offer ends!") Brand is still treated with respect but is given less space to make room for the information copy and the offers to drive faster interaction.
V8 has moved Brand into the corner, barely noticeable, because the goal is to move clubs. It's a dealer ad, moving volume to make way for the new models.
V9 is a dealer ad. We are selling, and we've even thrown in a coupon to sweeten the deal. Brand is beaten up by the loud offers. An ad like this will get fast interaction, but at the expense of the Brand.
V10 is the extreme Direct side of the scale. Brand image is of little concern. It is aggressive selling and all about pushing the prospect to immediate interaction.