Approach marketing as if it was Super Bowl Sunday everyday

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?


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

4 Responses to “Approach marketing as if it was Super Bowl Sunday everyday”

  1. i would not have figured this was handy a number years back then again its interesting just how years evolves the way you perceive many concepts, many thanks regarding the piece of writing it truly is pleasing to read some thing intelligent occasionally in lieu of the general crap mascarading as blogs on the web, cheers

    • Antoinette– Thank you for spending some of your valuable time reading our blog. I agree with you on the massive volume of “noise” that is out there. I hope we continue to provide insightful blogs that provide you value. Thank you again. –Tony

  2. Greetings, Just writing to say that I have been viewing your site with quite a lot interest over the last few months. I have saved it as a bookmark as I find your writing quite thought provoking.

    • Cheryl– Thank you very much for your support. I appreciate your kind words and hope that we continue to offer useful information about marketing, advertising, and branding. If you have any questions that you would like for me to address, please feel free to send them to me. If you have that question, there are probably many others who feel the same.
      Thank you again. Tony

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