Small Business Takeaways from 3.5 Million Dollar Super Bowl Ad MistakesBy Stacey Hylen | Category: Lead Story, Marketing, Mindset, Sales, Strategic Planning
Each year the buildup to the Super Bowl and the ads is bigger and bigger. Companies pay $3.5 million and up for a 30-second spot plus the cost of producing the commercial. But for the small business owner with a much smaller marketing budget, there are a few things to learn from these ads, what to do and what crucial marketing components these ads are missing.
What are they doing right? They are outrageous, this is why these ads get so much attention and people don’t even want to go the bathroom and miss them. Bill Glazer, the author of Outrageous Advertising, recommends this for businesses of any size and in any medium. People and especially businesses are bombarded with offers and advertising competing for their attention and their pocketbook so making your ad outrageous and fun will help your ad stand out and get noticed.
The companies are now getting in front of even more prospects by making their commercials available online and the funnier ones go viral and are passed along through social media. Even though GoDaddy causes outrage for its ads with scantily clad women, they are doing one thing right, driving prospects to their website, but the amount of leads collected and their actual sales are questionable because there is no optin to collect leads and most of the traffic generated is not targeted, buying a website domain name is probably not what is on the mind of the “prospect”.
But even being outrageous and driving traffic to your website is not going to generate leads or sales if not done correctly. Here is where they go wrong and the thing that gets me riled up is that many small business owners copy big companies in their own marketing because they think if the big companies that advertise on the Super Bowl and other expensive media do it then it should work for them as well.
- The ads do not use direct response principles. There is no offer to encourage the prospect to take action.
- Because there is no offer, there is no good way to track the ad and the Return on Investment that they get. As a small business owner you cannot ignore this and just advertise and not track the results. In fact, the head of one of the major beer companies even admitted that the ads don’t help sell more of their brand of beer they just encourage the viewer to consume the beer they have and boost all of the beer brands’ sales.
- The ads are not targeted. Because of the huge viewing audience that the SuperBowl attracts the advertisers know that their demographic will be represented but for a small business owner this could be a costly mistake. You must identify who your ideal clients are and choose marketing methods that will reach them, not just the general population.
I know that you want results from your marketing budget so use the inspiration of the outrageousness of the Super Bowl ads combined with direct response marketing principles (smart marketers watch infomercials to study this) and track your results.Google+