Is a Super Bowl Ad a good or bad investment for your brand?

Posted on Posted in How to Guide for Marketers

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past few years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up to $5 Million for a 30 second TV ad. As a Brand Leader, you should balance your media choices by looking at media efficiency, quality, impact and fit with the brand.

Media Math

The efficiency of the media math starts with reach and frequency. Reach is the number or percent of different household or persons the ad will be exposed to at least once, over a specific period, while frequency is the number of times that household or person who are exposed to the ad within a particular period of time. Be careful relying on efficiency alone, balancing the efficiency with the quality of the media choices.

Be careful getting too fixated on efficiency. I always set aside about ten percent of my media budget to drive high impact to can create early attention to a new campaign or look at an innovative media choice that matches up to the innovation I might be launching.

Budget is always a good starting point for your media planning. You should think of media decisions as a business investment, that you feel you can move consumer along their journey and put your brand on a pathway to higher growth, more power, and profit. So, what are you investing behind?

NFL Ad Rates

While all the news about the NFL this year sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

 

sb-ad-rate-vs-sp-500

I don’t have an updated chart, but in the past 12 months, the stock market is way up, while the NFL viewership is down 7%, even though we are being told that advertising dollars are still strong for the NFL.

Super Bowl versus The Big Bang Theory

One of the most highly rated TV shows is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million, but could be up to $5 million), which increases the total cost per viewer up 4.8 cents per viewer. 

Super Bowl Consumers are Paying Attention to the Ads

I would argue that a well-done Super Bowl ad brings a Bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases.  
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. 
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. 

Bad Creative makes it a completely wasted investment

Every year, you can divide the Super Bowl ads into three groups. There will be 10% great, 40% good and 40% really bad. If you are in the last two groups, your investment will not pay off.

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus. Boring product demos?  On the Super Bowl?  Really. Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” a few years ago. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson

10 Best Super Bowl Ads ever

Posted on Posted in Beloved Brands in the Market

 

We have looked at all the Super Bowl Ads over the years, and used Ad Meter results to narrow the list and then our own judgment on how it did on the ABC’S: Attention, Branding Communication, and Stickiness. At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to breaks through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness)


Marketing Execution 2016.055

 

Here are the top 10 Super Bowl ads of all time. Enjoy.

 

Coke “Mean Joe Greene” (1979)

Bit of that 1970s “cheese” for you, but I remember this one from my teens. Strong on Communication through story-telling and Stickiness. The spot has become as iconic as the drink itself.

Apple 1984 (1984)

Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment. This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots. Movie Quality of the filming does a great job in gaining Attention and Stickiness as it has stood the test of time for 30 years. A bit weak on communication, but that might have more to do with the lack of things to say about the product, so they led more with brand image and attitude as the core distinctiveness.

 

McDonald’s Jordan vs Bird (1992)

This one had a lot of breakthrough and left us with the phrase “nothing but net”. With these two celebrities at their peak, it was high on Attention, strong storytelling, pretty good branding and had some phrasing that had some stickiness for years 

 

Cindy Crawford “New Can” (1992)

Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same. Definitely, Attention-getting with a very simple message Communication that helped drive Brand link. Not a lot of stickiness for consumers.

 

Budweiser: WASSUP! (1999)

The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies. Hilarious ad was exceptional at Attention and certainly Stickiness as everyone was saying this phrase for a year. Didn’t really communicate much.

 

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye. Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC. High on Attention, with deep emotions, strong Brand cues, and certainly the storytelling aided the Communication. Even though only shown once, high on Stickiness as it still really brings back those emotions. 

 

Google “Parisian” (2009)

Beautiful ad that shows the power of Google as an enabling brand to your life. A great example of using quietness to drive Attention. The Branding is obviously incredible, but as it links nicely to the story telling that Communicates how Google is part of everyone’s life. The emotional feelings certainly aid the Stickiness. This is one of the best Ads I’ve ever seen. 

 

Snicker’s Betty White (2010)

Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a Big Idea for the brand and kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs on this campaign.

 

Chrysler Eminem (2011)

I love the tone of this spot, perfect casting with Eminem–the rawness of his voice, attitude, and authenticity. The repeat in 2012 using Clint Eastwood was a good spot as well, but not quite up to the Eminem version. “Imported from Detroit” is a very big idea. Love it. High on Attention and Communication. The only problem is that Chrysler hasn’t invested enough in this idea since. 

 

Ram “farmer” (2013)

One of my fav ads of all time, and takes such a huge artistic risk by launching such a quiet ad that really tugs at the heart, when most other brands are doing slapstick ads. The shrill voice of Paul Harvey captures the Attention, especially against all the slapstick ads. The Communication of “Americana” comes through, and whether you’re a farmer or not, if you are a hard-working American, this should be your truck!!!

 

Good luck to this year’s Super Bowl, as many of us will be watching the TV ads as much as we’re watching the game. The power of the venue as the Super Bowl out draws the final game of the other 3 sports (Baseball, Basketball, and Hockey) combined. Let’s hope for a great game and maybe one great ad to add to this list.

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

Beloved Brands Graham Robertson

 

What type of Marketer are you? Build your career around your natural strength

Posted on Posted in How to Guide for Marketers

It is that time of year when your mind starts to think about your career and where will you go next. You just had your performance review, salary increase or bonus check and now you’re thinking, when will I hit the big time? Here are 5 questions that you should be asking yourself at every point (at least once a year) of your career:

  1. Within your current company, how high up do you think you can realistically go
  2. Should you stay in the same industry or look at new verticals?
  3. Should you stay in pure Brand Management or venture into a subject-matter expert type roles?
  4. How long do you want to keep working?
  5. Do you stay an employee or do you take this moment to leap out on your own?

Identifying your natural strength

I have so many friends and colleagues who want to move up in their organization. I’m always up for a good career debate and probing on strengths and weakness, yet there is one question, no brand leader likes to answer: 

If I forced to pick one natural strength out of these four choices, which would you pick: Running the business, marketing execution, strategic thinking or leading people?

It should be a pretty easy question to answer, but we have trained ourselves to want to present ourselves as “generalists” and avoid the specialist label. We believe the only way to get promoted, get more money and more power is to become pretty good at all four. But that’s really a lie. I’ve met thousands of great Marketers over the years, but I’m yet to meet any that are great at all four. Everyone normally has natural strength and a natural gap. No matter how hard they work at becoming a generalist, that gap keeps showing gup. Early in my career, I was all about Marketing Execution and had some weakness at each level in leading and managing people leadership. In the back half of my career, I became more strategic, but still had that same nagging gap in leading people. 

Brand Careers 2016.011

Let’s make this a game using the board above. We will give you 4 chips, forcing you to put one at the high, two at the middle to support the strength, and let go of one at the low. You have to have a natural lead strength and be honest about your gap.

  1. Do you like running the business and managing products
  2. Do you like marketing execution and being creative, either generating ideas or executing creativity?
  3. Are you a strategic thinker, enjoying the planning side of the business?
  4. Are you a leader of leaders, with a passion for leading people?

There is this belief that generalists rise higher and make more money. That is if you stay on the client side of Marketing. You can make just as much money and feel just as powerful by moving outside the organization and finding a place that suits your true calling. Try asking yourself this question, because I’ve asked it hundreds of time and no one ever answers it the first time. Nearly every time I hear “I’m pretty good at all four”. And then I ask 5 more times till we get the real answer.

 

Core Strength: Running the business and managing brands

  • You’re naturally a business leader, who enjoys the thrill of hitting the numbers–financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/extrovert, intuition, thinking, judgment) the “field general” who brings the intuitive logic and quick judgment to make decisions quickly to capitalize on business opportunity.
  • You like product innovation side more than advertising. You are fundamentally sound in the core elements of running a business—forecasting, analytics, finance, distribution—working each functional areas to the benefit of the products. You may have gaps in creativity or people leadership, but you’re comfortable giving freedom to your agencies or team to handle the creative execution.
  • My recommendation is to stay within Product Management as long as you can. If you find roadblocks in your current industry, go into new verticals before you venture into new career choices. Consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship where you take your core strength of running a business.

Career Options for those who are strongest at running brands

  • Product Management
  • Shift across industries
  • Lead Private Equity Turnarounds
  • Lead Acquisitions
  • Entrepreneurship

Core Strength: Marketing Execution

  • You are the type of Brand Leader who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. You believe facts can guide you but never decide for you. You are high on perception, allowing ambiguous ideas to breathe before closing down on them. You respect the creative process and creative people. You are intuitive in deciding what is a good or bad idea. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader.
  • Staying in the Marketing area, you may end up limited in moving beyond an executional role. You may be frustrated in roles that would limit your creativity. Moving into a Director level role could set you up for failure. Look to grab a subject matter expert type role in an internal advertising, media, innovation role or merchandising.
  • Going forward beyond Marketing, consider switching to the Agency side or Consult on a subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths.

Career Options for those who are strongest at Marketing Execution

  • Executional Agency
  • Subject Matter Specialist
  • Ideation Brainstorm Facilitation
  • Business Development

Core Strength: Strategic Thinking

  • You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would suggest that managing and directing the work of others is likely not be a strength.
  • If you stay within the marketing industry, you would be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at Marketing Execution or build a strong team of business leaders beneath you.
  • Going outside, you would enjoy Consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize.

Career Options who are strongest at Strategic Thinking

  • Global Marketing
  • Consulting/Coaching
  • Thought Leadership
  • Adjunct Professor
  • Business Development
  • Writing/Speaker Series

Core Strength: Leader of People

  • You find natural strength in leading other. You are skilled in getting the most from someone’s potential. You are good at conflict resolution, providing feedback, inspiring/motivation and career management of others.
  • You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or Marketing Execution.
    If you find yourself better at Management than Marketing, and you should pursue a General Management role where you become a leader of leaders. You would benefit from a cross functional shift into sales or operations to gain various perspectives of the business enable you to take on a general management role in the future.
  • After you hit your peak within the corporate world, consider careers such as Executive Coaching where the focus remains on guiding people.

Career Options who are strongest at leading people

  • General Management
  • Stay within Brand Management
  • Cross functional roles
  • Partner in Entrepreneurship
  • Personal Executive Coach

Follow your natural strength to realize your full potential

Brand Careers 2016.004At Beloved Brands, we lead workshops on Careers in Brand Management to inspire teams to find their full potential as a Brand Leader. This workshop looks at building your career around your natural strength as a Marketer, we provide a full assessment that looks at skills, behaviors and experiences, we provide tips for how to succeed at every level in Marketing. Where is your career now And then we talk about ways to help build your personal brand, around an idea and a plan. Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrandsBBI Creds Training 2016 red.019

 

New Axe ad campaign trying to be the “Dove” brand for young men

Posted on Posted in How to Guide for Marketers

71hRmSv1NvL._SL1500_The Axe consumer has grown up and now Axe wants to grow up with that consumer. When my son was 13, he started using the Axe brand. One day, I was walking past him and he asked if I wanted a spray.  I said “No, I don’t want to smell like a 13-year-old”. My son is now in University now and uses “The One” by Dolce and Gabana. Even he doesn’t want to smell like a 13-year-old. And now, Axe is showing they no longer want to be the brand for 13-year-olds. They want to grow up.

Axe has released an Ad campaign that feels a bit like Dove’s “Real Beauty” campaign. (Axe and Dove are both owned by Unilever) Unilever does a fantastic job in bringing consumer insights into their work. “Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” says Matthew McCarthy, senior director of Axe and men’s grooming at Unilever. “We’ve been part of guys’ lives for decades, and Axe champions real guys and the unique traits that make them attractive to the world around them. In recent years, Internet searches by men on hair tips eclipsed female in volume. Men are curious about experimenting and trying different things and are spending more time in front of the mirror. It’s much more acceptable.”

The new Axe message is “you don’t have to be perfect, just be your best self”. The ad shows various iterations of the new modern man from brainiacs to one with a big nose, from protestors to dancing in heels or dancing in a wheel chair. Whoever you are, Axe wants you to feel good about yourself and “Find your magic”. 

The challenge for Axe is that it will take time to transform. They will have to stand by their convictions should sales slip. The Axe brand did such a great job in creating that edgy, hilarious, egomaniac, sexy teenage male positioning, the reputation of Axe is deeply engrained in our minds. Here’s the type of Ad we are normally used to seeing from Axe.

This is a good start for Axe brand. It will take time to transform the brand. My hope is they they don’t give up quickly. 

At Beloved Brands, we lead workshops on Marketing Execution that can help your brand team explore their role as a leader in the process, how to write a strategic brief, how to judge and make decisions on marketing execution and then how to give feedback to the agencies. Here’s the powerpoint file:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at416-885-3911. You can also find us on Twitter @belovedbrandsPositioning 2016.081

Is a Super Bowl Ad a good or bad investment?

Posted on Posted in How to Guide for Marketers

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past 2 years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up $5 Million for a 30 second TV ad. While that sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

sb-ad-rate-vs-sp-500

 

 

Super Bowl versus The Big Bang Theory

The #1 current network TV show is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million), which increases the total cost per viewer up 4.8 cents per viewer. 

I would argue that a well-done Super Bowl ad brings a bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

There are 4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future. Every year, Budweiser brings back their Clydesdale horses, which make them a very good investment. Last year, this spot was rated the #1 ad and generated 30 million additional YouTube views and two million Facebook shares.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases. The Dodge Ram farmer ads from two years ago attempted to re-establish Ram as the American pick up truck, as they battle with Chevy and Ford for that space. This beautiful ad jumped out among the others making it a very good investment for the brand. 
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. For instance, Snickers used Betty White in 2010 to launch the idea of “You are not yourself when you don’t have your Snickers”. Five years later, they are still running that campaign, making it a great investment.  
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. Here’s the Fiat ad that did rate as one of last year’s most loved by consumers. Highly creative but also tied in new news in the way of their re-launch.  

Bad Creative makes it a completely wasted investment

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus.  Boring product demos?  Really.  Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” last year. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

We make Brands stronger.

We make Brand Leaders smarter.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

Coke’s new Ad campaign has more fizzle than sizzle

Posted on Posted in Beloved Brands in the Market

coke-taste-the-feeling-1I have been impressed with Coke’s Marketing execution the past couple of years. I love the Coke Freestyle machines where you can customize your own drink from up to 100 options. And I have to admit loving the names on the bottle, even though I had my doubts in the beginning. All that great stuff, and yet the sales have been sluggish for the past 15 months. It’s not the activity that is at fault. It’s just that people want healthier options and Coke is now fighting against that major consumer movement away from Sugary or Aspartame drinks. Sugary cereals are going through the same crisis. But since Coke can’t “fix” the health trend, they may as well try to fix the activities–even if it’s not broken. 

With the earnings report showing that Coke’s revenue has fallen for the past 3 straight quarters, I can only imagine the CEO walking down the hall to find the CMO and say “we need your Advertising to sell more product”. 

At Beloved Brands, we believe that Advertising can only move one body part at a time: the head, the feet, the heart or the soul.Creative Brief 2016 Extract.001

Here’s a great example of a Coke ad idea called “Remove labels this Ramadan” that really touches the consumer’s soul. Even with 19 Million views, it likely didn’t sell a lot of Coke.

To me, an Advertising idea is like a magnet. When it gets too far away from the brand, it no longer moves the brand. The “share happiness” campaign was a huge umbrella idea, but likely so huge, the one thing it didn’t do is move product. 

Today, Coke announced two moves in rolling out their new “Taste the Feeling” advertising campaign. First, you will see in the work that they are clearly linking life moments with drinking Coke. Meaning the creative team was told: “we have to SELL MORE PRODUCT”. Or as I would say, the ads have to move feet.  Second, they announced they would have ONE Master Brand creative idea for all 3 Coke products, red Coke, Diet Coke and Coke Zero.

Here is the main spot Coke launched today, appropriately called Anthem.

I would say it’s an OK spot, not a great spot. For a 90 second spot called “Anthem” it lacks the emotional appeal you would expect, and it won’t really generate any viral share-ability. It has a lot of product shots, but not really the connectivity needed to move product. And I barely even noticed any Diet Coke or Coke Zero. 

To evaluate advertising, we use something we call the ABC’S, which stands for Attention, Branding, Communication and Stickiness. I’d say these score low on attention, moderate on branding, modest on communication and pretty low on stickiness. These type of spots that show a lot of consumer moments to a song usually end up as wallpaper that falls into the background of our multi-tasking lifestyle. There’s no real compelling story here.Marketing Execution 2016.055

Here’s another TV ad called “What is Coke for?”

Again, a bit generic. No emotional pull. Lots of Coke fizzle. And hard to find the Diet Coke or Coke Zero. 

The print does a better job in capturing emotion than the TV, showing how Coke fits in to various moments of your life. 

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Here’s a challenge to Coke, if you are going to name your new spot “Anthem”. make sure it is as epic as this 1971 TV ad: 

Do you think this new campaign will increase Coke’s revenue?

Here’s a workshop we run on how to get better Marketing Execution. In this workshop, we go through how to come up with an Executional brief, based on both positioning and strategy, we take you through how to judge the work and how to provide motivating feedback to your agencies.

We make Brands stronger.

We make Brand Leaders smarter.™

BBI ads for 2015.011We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911Positioning 2016.081