In Las Vegas, NV, where competition spans across hospitality, entertainment, dining, and retail, standing out is a challenge. With so many businesses trying to capture attention on the Strip, in local neighborhoods, and across digital spaces, marketers are under constant pressure to deliver quick results. Many turn to performance marketing for instant clicks, calls, or bookings. That’s understandable in a fast-moving city where opportunities come and go quickly.
But in Las Vegas, where repeat visitors and strong word-of-mouth matter just as much as flash deals, brand recognition plays a big role. Without a solid identity, it’s harder to build trust, especially with locals who value businesses that feel genuine and consistent. That’s why more companies here are starting to shift their mindset. Instead of choosing between short-term gains and long-term visibility, they’re working to blend the two approaches.
Performance marketing helps fill the room tonight. Brand marketing helps keep it full next month. When used together, these strategies support sustainable growth — something every business, from local coffee shops to high-end resorts, can benefit from.
Why Marketers Are Rethinking the Divide
The customer journey isn’t linear anymore. In a city like Las Vegas, a potential customer might first see your brand on a billboard near the airport, catch your online ad after landing, and then follow up with a Google search before deciding where to spend their money.
Because of this, modern strategies require a more connected view. It’s no longer about pushing one type of campaign. Instead, it’s about guiding a customer through different touchpoints that build interest, trust, and action over time.
Some advertising platforms make this easier by offering features that support both goals. For example, Connected TV advertising combines the emotional impact of traditional television with the targeting and tracking capabilities of digital marketing. It lets brands deliver well-crafted messages to the right viewers and measure how those messages influence future actions.
This type of hybrid channel gives marketers flexibility. You can run video ads that build awareness while also gathering data on how those ads affect website traffic or conversions later on. When used as part of a broader plan, CTV helps balance visibility with real business outcomes.
The value isn’t just in the format; it’s in the mindset shift. Instead of thinking in silos, marketers are thinking in systems. One part drives recognition, the other drives action. But both are needed for sustainable growth.
The Role of Creativity in Driving Both Awareness and Action
Strong creative plays a central role in successful marketing, no matter the goal. A compelling visual, a clear message, and a consistent tone can drive brand awareness while also prompting immediate engagement.
For example, a video ad might feature a story that introduces your brand values. However, it can also include a strong call-to-action, like visiting a landing page or checking out a product. The key is to blend emotional appeal with clear direction.
Consistency matters. When people see your message across different channels — social, email, paid search, or video — it should look and feel familiar. This builds trust. It also helps customers recognize your brand more quickly and respond when they’re ready to act.
Repurposing creative assets is another way to support both strategies. A long-form brand video can be clipped into short snippets for retargeting or mobile ads. A customer testimonial used for branding can also be turned into a product ad with a focus on benefits. This kind of planning helps maximize reach and performance without doubling your efforts.
Channel Mix: How to Build a Balanced Strategy
To blend brand and performance, you need a channel mix that supports both. Start by mapping out which platforms work best for awareness and which deliver direct response.
Awareness-focused channels include video, influencer campaigns, podcasts, and content marketing. These help introduce your brand to new audiences. Performance-driven channels include paid search, retargeting, and email — they bring people closer to conversion.
Some channels offer both. For instance, programmatic video, native ads, and even some social media placements let you reach new users while tracking click-through rates or view time.
When planning your budget, allocate resources across these groups. You don’t have to spend equally, but each one should support the other. For example, if you run a high-reach video campaign, follow it with targeted display ads to drive traffic from users who watched the video.
Think of your campaign as a funnel. Top-of-funnel channels pull people in, while mid and bottom funnel strategies move them toward action. This way, your brand stays visible while your performance efforts stay active.
Measurement That Connects the Dots
Tracking results is easier when you align your metrics with your goals. For performance marketing, focus on clicks, cost per lead, and return on ad spend. For brand marketing, look at engagement, search lift, and view-through rates.
But those data points shouldn’t live in separate reports. Instead, use tools that let you track the customer journey. Multi-touch attribution and lift studies help connect early-stage exposure to later-stage actions.
It’s also helpful to watch patterns over time. If brand awareness increases, do your retargeting campaigns perform better? If video views go up, do you see a rise in branded search? These connections show how both types of marketing influence results.
When to Lean More Heavily on Brand or Performance
Sometimes you’ll need to shift your focus depending on your goals. If you’re launching a new product or entering a new market, brand-building might come first. This helps create interest before asking for action.
If your brand is already well known, you might run performance campaigns to drive short-term results. During sales periods or product pushes, leaning on direct response tools makes sense.
But even then, keep a baseline brand presence active. Staying visible keeps your message familiar and helps performance campaigns work better when it counts most.
Long-term growth doesn’t come from picking sides. It comes from combining both brand and performance marketing in a way that supports your business goals. Each one plays a role, and when they work together, they build something stronger. Focus on consistency, clear goals, and smart use of channels. That’s how modern marketing creates results that last.
