As the Superbow—ooops, “the BIG game” inches closer, the Monday morning quarterbacks will talk of football, and….. commercials. Will Volkswagen be able to top the young Darth Vader spot? Maybe, but in the quest to be the most creative, some companies try so hard on the creative, they forget to sell. The problem with Super bowl advertising is it only allows for two parts of the advertising puzzle–REACH and CREATIVITY. Great advertising that sells needs all four keys–REACH, FREQUENCY, CONSISTENCY, and CREATIVE.
Like a Dad who only sees his kids on the weekends, companies try to OVERCOMPENSATE with the Creative–Plenty or reach, plenty of creative. Surely if you miss the other two elements, just make up for it with more creative, right? Well, maybe. If the creative actually sells product.
Effective advertising does one thing; it motivates a consumer int0 action. It should contain one or two key messages. Not a list of things that the customer will forget in five minutes.
FIVE ADVERTISING TIPS:
(1)-If you do not engage the consumer, nothing else really matters.
(2)-The only way to connect is to make the commercial about the customer.
(3)-Failure to immediately appeal to the listener/viewer’s self-interest will leave your ad unheard.
(4)-Pierce the heart. Logic doesn’t sell, emotions sell.
(5)-Leave behind a mental image that can be shared and talked about at the water cooler.
You would think for 3.5 million dollars for 30 seconds of airtime, the commercial should sell a few units, right? So enjoy the game, watch the commercials, and try to remember the companies who advertised the next day….If you can…TOUCHDOWN!