5 Super Bowl Advertising Observations
America's biggest brands spend millions each year, eager to sway one of the world's largest audiences in the Super Bowl. There are a few things I feel compelled to tell the world after watching this year's game and advertising.
1. What's your point? If you're paying millions for 30 seconds of air, you'd better have one. Every advertisement should compel action, or at the very least, reinforce the brand. How many Super Bowl ads performed? Radio Shack was my favorite of the bunch. It was obvious from the beginning who was doing the advertising and they quickly - and humorously - reinforced the general public perception of what the store has been in the past and what Radio Shack is today.
2. Timing matters. Super Bowls in recent memory have been rather competitive affairs. Unfortunately for Broncos fans, the 2014 Super Bowl was less than ideal for any advertiser counting on a close game. Did anyone except Seahawks fans and the morbidly curious (and me) watch until the bitter end? Don't be the company that gets your message out once a year. It's important to deliver a consistent message, consistently. Hoping to move the needle with a "Hail Mary" advertisement is a plan for disappointment.
3. Speak to your target market. The Coke ad sparked both outrage AND praise. I didn't see it because I was all hopped up on alternative beverages and hey - eventually one has to be indisposed, amiright? If you were outraged and a Coke drinker, are you going to quit? If you loved it, would you start? Coke isn't going anywhere, folks. People will still drink it...and Coke benefits from the chatter. Your small business probably wouldn't be so lucky. But hey, Coca-Cola has bigger problems now. Good thing? Nyet.
4. You can't make everyone happy. Bruno Mars...seems everyone on Twitter (where I tend to hang out and laugh during big events) either loved or despised the man. Anyone who denies his talent is delusional. Needless to say, the "why him?" crowd didn't see it coming: Bruno Mars won the Super Bowl...halftime. Plus he plays nice drums (DW, me too.)
5. Go with your strengths. It disturbs me whenever I hear someone say "you need to work on your weaknesses." Bull-hockey. Seattle's defense was the best in the NFL this year. From the moment the game started, it was evident they were going to play their style of football, Denver be damned. Did it pay off? Uh, yeah. Chances are, you and your company are good at something too. Are you telling your prospects? It's the future of SEO: inbound marketing!