Dear ,
Yesterday was the Super Bowl, the top US football championship, where the New England Patriots won against the Los Angeles Rams.
So why am I discussing it?
Because the Super Bowl is about numbers marketers care about!
Namely:
A live television viewing audience that watches the game including the ads in real time! Further Super Bowl viewers aren’t just men since roughly 70% of Americans tune into
the show. This matters in a world where people routinely find ways to block and avoid marketing.
So it’s no surprise that this massive live audience carries a hefty media price tag! This year CBS charged $5.1 to $5.3 million per 30 second media spot.
And that doesn’t include the additional $1 to $5 million advertisers need production, special effects, licensing and celebrity fees.
To put this in context, this one ad placement costs more than most small companies make in a year.
While financially out of range for most marketers, it begs the question: “Is a Super Bowl ad worth the investment?"
Regardless of your budget or focus, Super Bowl ads provide important marketing lessons we can all benefit from.
These 3 Super Bowl ads extended their company's branding
advertising beyond real time viewing.
- Doritos’s “Live The Flavor” spot (2007): This ad crowdsourced the ad development online. In addition to reducing production costs, it allowed the brand to engage its most loyal and creative fans.
-
Old Spice’s “The Man Your Man Could Smell Like” spot (2010).
To attract a new younger audience for a brand with “Old” in its name, P&G created a TV spot featuring sexy NFL wide receiver Isaiah Mustafa to appeal to women. While the ad aired prior to the Super Bowl, it went viral on YouTube and gained 1.2 billion earned media impressions and advertising awards!
To keep the buzz going, Old Spice created a break through influencer campaign in July, 2010 where Mustafa talked directly to influencers on social media. They created over 180 real time videos that responded to influencers and media entities. (Here’s fuller analysis of the Old Spice social media campaign.
-
Career Builder’s “Monkey Business Up” ad (2006).
CareerBuilders built on their ad using monkeys to unscore why their audience needed a new job. CareerBuilders created a low cost site called, Monk-e-Mail. It hit a cord with viewers and went viral engaging nearly 10 million unique visitors for approximately 6 minutes each.
Actionable Marketing Take-Away:
-
Maximize your marketing investment in quality, attention getting marketing content and advertising. While Super Bowl advertising may be beyond your budget, extend your
existing content and advertising to other other platforms and media entities to stay visible and support your brand.
Further the Super Bowl
isn’t just about the advertising:
Since the average US family spends about $81 for the Super Bowl related festivities for an estimated total of $14.8 billion according to the NRF the big game provides other marketing opportunities.
For example, one of my favorite local yarn stores runs a Super Bowl Sunday Sale. Why? Because 3 to 4 hours of time spent watching television means knitting time. Further it gives them a reason to get shoppers into their store to spend money.
Therefore use event and
holiday hooks as a reason to reach out to your audience.
But don’t worry if you missed the Super Bowl!
Despite being the shortest month of the year, February is chock full of promotional opportunities such as:
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February 11th: Clean Out Your Computer Day
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February 14th: Valentine’s Day (BTW, here’s how to romance your customers!)
-
February 18th: President’s Day
-
February 24th: Oscar Night
So take time this week to fill your marketing, content and social media calendars with holiday related content and promotions.
Until next week,
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
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Social Media Marketing World 2019