IT’S SUPER BOWL TIME
FOOTBALL TV ADS
If you read our discussion yesterday about TV ads and the cost of a Superbowl, you may have come away wondering how your business could really benefit from such an event.
After all, your budget may not go anywhere near that far and in many respects, whilst the Superbowl provides the ultimate exposure, it simply isn’t open to the average size business.
There are a couple of lessons business of any size can take away from the Superbowl regardless of how big or small you are.
You can reach a lot of eyeballs and it doesn’t have to cost the earth.
There is no doubt that a one off event like Superbowl will throw a spotlight on your brand if you were willing to stump up the cash to buy such massive exposure but buying high quality targeted exposure can actually be a whole lot simpler. The beauty of digital (which is why we love it) is with budgets nowhere near as large we can create immensely targeted campaigns that can deliver real results for your business.
Don’t think just one channel – We deal with an array of companies large and small, and many have a variety of marketing initiatives across an array of channels. What the Superbowl ads often do is create a great narrative and produce a phenomenal TVC, but this isn’t where these campaigns end. The ads are merely the tip of the iceberg for most of the advertisers. Each ad will be supported with search, social and dedicated landing pages to ensure that after the audience has seen the ad they can find it, share it and learn more about it. There is a natural PR aspect to Superbowl that your average campaign may not have, but if you work to create a great brand story there is no reason why you couldn’t integrate some tailored PR around your marketing approach whatever channel you use.
Ultimately, Superbowl is an ad campaign on steroids. Whilst the spotlight shines upon the ads themselves the fundamentals of having a great creative story, a targeted message and a fully integrated approach really apply from the Superbowl right down to the most basic of campaigns.