Let’s admit it, some of us look forward to the ads more than the game. However, for most of the watcher’s they are a bonus to what is the premier game of the year for the NFL.
As usual, the marketing world was all a buzz because 2022’s Super Bowl LVI ads didn’t disappoint, some were groundbreaking in their concept, and as a lay observer you may not have noticed some trend setting elements in the ads. This is where your business can take advantage of the trends and see how they can impact your future marketing strategies.
First, the cost for ads reached a record breaking $6.5 million fee for a 30 second segment. No one has ever said advertising is cheap but for these companies, some regulars, and some new to the Super Bowl ad roster family, decided it was a good investment.
How are you investing in your company?
Other Shifts to Note
Compared to 2020’s 70 ads, and 51 in 2021, SB LVI had 58 ads and as usual, the brands covered a wide spectrum of products. What was interesting was a clear shift in who the target demographic was, and several risk-takers that used some out-of-the-box strategies, that depending on who you talk to, were a huge success or total flop.
I am sure you’ve heard the saying, if you do what you’ve always done, you’ll get what you always have gotten. Marketing is one area that should be constantly evolving and adjusting with the trends, even if your products and services remain consistent.
Most of the companies took a lighter more humorous approach. The dreary environment of the last two years may have impacted those decisions. It also was noted that many of the messages and star appeal related to an older demographic.
How That Impacts Your Business
We mentioned out-of-the-box strategies. When was the last time you tried something ‘out-of-the-box’ for your brand? Too often we get comfortable with systems already in place and go with the ‘let it ride’ attitude. However, letting it ride can have consequences for your marketing success because buyer and customer habits are constantly changing and shifting.
Those Out-of-the-Box Strategies
One great example of taking a risk and an out-of-the-box strategy was the Coinbase ad which aired 60 seconds of a bouncing QR code, reminiscent of the old Mario video game. It created a buzz on several different topics and there were two very distinct and opposing reactions to the commercial’s success.
If you go with Ad Meter’s results, a company in its 34th year of ranking commercials using a panelists consumer rating system scoring each ad on a 1-to-10 scale, the Coinbase ad scored at the bottom of the list.
However, if you measure viewer response it is a different story. So many viewers did what they were supposed to do, they accessed the website using the QR code and it crashed their app. I would think from Coinbase’s perspective the ad was a huge success. However, there are some that say the crash was a part of the plan. If you are putting an ad in front of 96 million viewers, wouldn’t you coordinate with your IT department to ensure your bandwidth can handle the sudden surge. This debate will probably never be settled.
Your Business’s Strategies
Did you know it is reported that by 2025, 80% of the sales cycle will happen in digital or remote settings? We believe it will reach that mark sooner, and are you preparing for it now?
Most businesses don’t have $6.5 million to spend on advertising, in fact, most marketing budgets are getting tighter and tighter. However, by relying on the ‘Customer Journey’ model you can implement a strategy that will,
- add significantly to your marketing budget,
- be prepared for 80% digital sales, and
- get a phenomenal return on your investment (ROI).
We explain fully the Customer Journey model in another blog, but right now the most important thing to remember is that journey starts at the awareness stage. The stage where consumers seek and gather information, and search for solution to their needs or problems. This is where you need to show up on their radar and be the source of educational content providing what they want to learn.
How To Show Up – Implement a Social Impact program
Be the educational hub they are looking for.- Be the resource and authority in your industry.
- Provide them with the knowledge to become an informed buyer.
The awareness stage of the customer journey lays the foundation for everything else to come and positions your company to gain many more benefits.
What benefits?
- Credibility: recognized as doing good which attracts 87% of consumers,
- Visibility: How would $10K in free ads boost your visibility?
- Accessibility: creates your business’s onboarding process identifying their interest.
Learn how to Show Up with our Social Impact Program.
Visit: https://10KFREEMONEY.com
Intro video: https://youtu.be/sqmDy2BKpsA
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