Each year, advertisers with super sized budgets sink millions of dollars into Super Bowl advertising. While most of us do not have a large enough budget to advertise on the Super Bowl, the commercials -- both past and present -- demonstrate several marketing techniques we can apply elsewhere.
Here are some lessons for us all, as demonstrated by Super Bowl advertisers:
Make Advertisements Entertaining
The primary focus of Super Bowl advertisements is usually entertainment. After the fact, discussion and analysis revolve around how amusing or interesting the commercials were. Little or no mention, however, is made of how effective they were in advertising the product.
I love an entertaining commercial as well as the next person, but entertainment value can be a two-edged sword. Sometimes, the creators get so caught up in the entertainment aspect they forget the ultimate goal -- to sell more product.
To me, the advertisers guiltiest of forgetting to sell are those that give no branding clue until the very end. People come away thinking how cute, funny, or otherwise entertaining the advertisement, but with little or no idea of the actual product.
There are, however, ways to entertain while communicating your brand throughout the commercial. Remember the frogs -- Bud, Weis, and Er? Total entertainment, yet who didn't know it was a Budweiser commercial?
You can do the same with your own marketing. Whatever form of entertainment you choose -- games, performances, contests, etc. -- remember to simultaneously reinforce your brand or Business. A couple of ideas: (1) display your logo prominently and (2) give premiums, coupons, or other discounts to participants.
Gain Celebrity Endorsements
Celebrity endorsements are frequent in Super Bowl advertisements. Past and present endorsements include Coke's Mean Joe Green (1980), McDonald's Larry Bird and Michael Jordan (1993), and MasterCard's Homer Simpson (2004).
Celebrity endorsements are a way to draw initial attention to a product or company, which creates an opportunity to deliver the marketing message. If the celebrity is highly regarded by your target audience, endorsements can also give credibility to a brand.
If you do not have a large enough budget to hire a national celebrity, try redefining "celebrity" by thinking in niche terms. Your "celebrity" could be someone well known in the industry -- one of your customers or suppliers, for example.
Another way to redefine "celebrity" is to think locally. Brainstorm a list of people who are well known locally in certain circles. Your list could include well-regarded Business people, minor league sports personalities, and other high-profile citizens. Then, approach your favorites with a proposal. The key is hiring someone known and respected by your target customers.
Demonstrate an Important Product Benefit or Feature
My favorite Super Bowl commercial of all time is the 1998 Tabasco commercial. The commercial shows a man sitting, eating pizza on his front porch. Before each bite he splashes on a liberal dose of Tabasco. A mosquito flies in, bites the guy on the hand, and flies off. A second later, we see the mosquito explode in a mass of flames. Cut to the guy chewing and smiling, Tabasco bottle clearly displayed on screen.
Besides being incredibly entertaining, the commercial demonstrates the product's primary benefit in a way that is simple and straightforward. All the while, very clearly communicating the brand.
There are many ways to demonstrate an important product feature to your audience. Think of other commercials you've seen and adapt the technique to your own budget and situation.
Detergent commercials, for example, often show how the product removes stains better than the competition. You can set up your own comparis
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