| Each year, advertisers with super sized budgets sink | | | | 1998 Tabasco commercial. The commercial shows a |
| millions of dollars into Super Bowl advertising. While | | | | man sitting, eating pizza on his front porch. Before |
| most of us do not have a large enough budget to | | | | each bite he splashes on a liberal dose of Tabasco. A |
| advertise on the Super Bowl, the commercials -- both | | | | mosquito flies in, bites the guy on the hand, and flies |
| past and present -- demonstrate several marketing | | | | off. A second later, we see the mosquito explode in a |
| techniques we can apply elsewhere. | | | | mass of flames. Cut to the guy chewing and smiling, |
| Here are some lessons for us all, as demonstrated by | | | | Tabasco bottle clearly displayed on screen. |
| Super Bowl advertisers: | | | | Besides being incredibly entertaining, the commercial |
| Make Advertisements Entertaining | | | | demonstrates the product's primary benefit in a way |
| The primary focus of Super Bowl advertisements is | | | | that is simple and straightforward. All the while, very |
| usually entertainment. After the fact, discussion and | | | | clearly communicating the brand. |
| analysis revolve around how amusing or interesting the | | | | There are many ways to demonstrate an important |
| commercials were. Little or no mention, however, is | | | | product feature to your audience. Think of other |
| made of how effective they were in advertising the | | | | commercials you've seen and adapt the technique to |
| product. | | | | your own budget and situation. |
| I love an entertaining commercial as well as the next | | | | Detergent commercials, for example, often show how |
| person, but entertainment value can be a two-edged | | | | the product removes stains better than the |
| sword. Sometimes, the creators get so caught up in | | | | competition. You can set up your own comparison and |
| the entertainment aspect they forget the ultimate goal | | | | communicate it through print ads, on a Website, or in a |
| -- to sell more product. | | | | retail store. |
| To me, the advertisers guiltiest of forgetting to sell are | | | | Target The Audience |
| those that give no branding clue until the very end. | | | | Have you noticed an abundance of fast car, junk food, |
| People come away thinking how cute, funny, or | | | | and beverage commercials during the Super Bowl? A |
| otherwise entertaining the advertisement, but with little | | | | major reason for this is targeting. Smart marketers try |
| or no idea of the actual product. | | | | to get their products seen in places where their target |
| There are, however, ways to entertain while | | | | audience hangs out. |
| communicating your brand throughout the commercial. | | | | It is not too much of a stretch to imagine that folks |
| Remember the frogs -- Bud, Weis, and Er? Total | | | | attracted to testosterone-laden football may also like |
| entertainment, yet who didn't know it was a Budweiser | | | | speedy cars. And if you watch football, you most |
| commercial? | | | | certainly like to snack during the game. Hence, we see |
| You can do the same with your own marketing. | | | | an abundance of junk food, beer, and soda |
| Whatever form of entertainment you choose -- | | | | commercials. |
| games, performances, contests, etc. -- remember to | | | | When putting together your own marketing programs, |
| simultaneously reinforce your brand or business. A | | | | try to imagine where your target audience can be |
| couple of ideas: (1) display your logo prominently and | | | | found and think of ways you can be seen in those |
| (2) give premiums, coupons, or other discounts to | | | | venues. If you are a Virtual Assistant, for example, |
| participants. | | | | participating online in small business groups makes |
| Gain Celebrity Endorsements | | | | much more sense than being seen in sports groups. |
| Celebrity endorsements are frequent in Super Bowl | | | | Associate Your Brand with a Mascot or Symbol |
| advertisements. Past and present endorsements | | | | My favorite commercial from this year's Super Bowl |
| include Coke's Mean Joe Green (1980), McDonald's | | | | was the donkey that wanted to be a Budweiser |
| Larry Bird and Michael Jordan (1993), and MasterCard's | | | | Clydesdale. I must confess the Clydesdales are near |
| Homer Simpson (2004). | | | | and dear to my heart (I live less than a mile from |
| Celebrity endorsements are a way to draw initial | | | | Grant's Farm where they breed and raise the |
| attention to a product or company, which creates an | | | | Budweiser Clydesdales). I'm pretty sure, though, I'd love |
| opportunity to deliver the marketing message. If the | | | | this commercial anyway. |
| celebrity is highly regarded by your target audience, | | | | Besides telling a cute, heartwarming story, the entire |
| endorsements can also give credibility to a brand. | | | | commercial reinforces the connection between the |
| If you do not have a large enough budget to hire a | | | | Clydesdales and Budweiser beer. It's a connection that |
| national celebrity, try redefining "celebrity" by thinking in | | | | Anheuser Busch has worked hard to establish and |
| niche terms. Your "celebrity" could be someone well | | | | maintain over the years. Today, I'm sure most people |
| known in the industry -- one of your customers or | | | | immediately think "Budweiser" when catching a glimpse |
| suppliers, for example. | | | | of the famous Clydesdales. |
| Another way to redefine "celebrity" is to think locally. | | | | So you don't have billions of dollars and decades of |
| Brainstorm a list of people who are well known locally | | | | time to invest in a mascot? Think smaller. |
| in certain circles. Your list could include well-regarded | | | | How about hiring a freelance illustrator or art student to |
| business people, minor league sports personalities, and | | | | develop a character, then begin using that character at |
| other high-profile citizens. Then, approach your | | | | key points of contact with your audience. To name a |
| favorites with a proposal. The key is hiring someone | | | | few, you could use your "mascot" in a logo, on |
| known and respected by your target customers. | | | | postcards, on your Website, and/or on store signage. |
| Demonstrate an Important Product Benefit or Feature | | | | Take these techniques to heart, apply them diligently, |
| My favorite Super Bowl commercial of all time is the | | | | and watch your business grow. |
