by Tony Fannin, president, BE Branded
It’s that time of the year… the advertising throw down, otherwise known as the Super Bowl. It’s the one time of the year where we, as a collective nation, see the ads as part of the Super Bowl experience. This is the reason why CBS is able to charge $3 million for :30 spot. The prime inventory has already been sold out. This event, over the years, has been able to make and break brands and their marketing efforts for the rest of the year. It has helped launched some of today’s well known brands such as GoDaddy and Under Armor. Many say that the Super Bowl is over rated, but so far, the buzz is still there and the advertisers still see value in reaching a global audience who WANTS to see their ads. This brings me to my thought, why is it that people want to watch commercials during the Super Bowl? Why not other sporting events? Why not week night TV?
My belief is that advertisers are willing to make bold, innovative, commercials that make a real effort to engage and entertain for the Super Bowl. So my question is this: why only reserve that approach for one day of the year? Why not have that as your marketing modus operandi the other 364 days of the year? If you did that, you may find that your marketing efforts will pay off in a big way. Not only will people be buzzing about your spots days after the big game, but they could be buzzing about your brand all year long. Why not make your ads, regardless of media, part of the experience?
Think of it. If you resisted the urge to be blandly informative, boringly predictable, and stopped trying the “me too” approach, your marketing ROI could dramatically increase and there will be a consistent buzz about your brand. The very principles of making a great Super Bowl ad should be the same principles that drive your marketing efforts throughout the year.
• Be bold – Take a stand. Let people know what your brand stands for and what it means beyond the commodity stuff it provides.
• Be engaging – Entertain, deliver the roller coaster of emotion, wow me. This gets people leaning in, not back.
• Be relevant – Make sure the underlying message is relevant to your brand. No flash just for flash sake.
• Be relevant (b) – More importantly, make sure it’s relevant to your customer’s lives.
This applies not just to TV spots, but to all trans-media applications (web, mobile, social media, print, radio, etc.) If marketers would take the same bold attitude to their daily marketing efforts, who knows, people just may be talking about you for a whole year instead of just a few days. Your brand could be seen as part of the experience instead of an intrusion. Now wouldn’t that be super?