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Archive for the tag “Super bowl”

SUPER BRAIN 2018

superBrainIt’s been ten days since the Super Bowl. Ten days after millions spent in advertising at $5 million for a 30 second ad nationally and about $50k locally. Lots of REACH! In some cases, great CREATIVE (Tide, looking at you!… And who doesn’t want to go to Australia now?) But, what about the other ways to get brand equity? FREQUENCY and CONSISTENCY are nowhere to be found on that $5 million-dollar investment. Just like it takes a few times before a song gets stuck in your head and you’re singing along, a brand isn’t developed over 30 seconds.

Advertising is part science and part art. The science comes from the Reach, Frequency and consistency. The art is all the creative. Great creative can cover up ALOT of advertising sins, but in can’t create brand equity without consistency and frequency. Top of the mind brand awareness is built one ad at a time. Television, radio, digital, social, billboards, print, pens, t-shirts…. You get it.

Back to Super Bowl commercials. Surely at $5 million a pop everyone should get these easy questions correct. (Send me the answers…Honor system…Maybe a prize in it for you) See if your Super Brain recalls any of these…. Go now!

1.   What detergent is great at getting game stains out?

2.   Jason Bourne himself, Matt Damon, did an ad for a beer. What was the ad for?

3.   Steve Tyler starred in an ad. What was it for?

4.   Chis Pratt was in two separate ads? What were they?

5.   What ad featured a bunch babies?

There you go, over $30 million (just in ad time, not counting creative) was spent with just these five questions. Worth the money?

Big Game Commercials–Fumble or #Touchdown?

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!

 

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