Bridging The Gap Between Off-Line And On-Line Advertising :: A Superbowl Case Study
I just dont get it. Advertisers spend millions of dollars for a 30 second or 1 minute spot in a football game yet in many cases they fail to follow through online.
I mean, if you are going to spend that much money to get your product visible wouldnt you want to back that up somehow?
In this article I look at some of the shortcomings of a Super Bowl campaign and what I think advertisers should be doing about it.
So, Super Bowl 40 (sorry XL) has come and gone. Like so many other people I of course watched the game. Not so much for the game but for the commercials.
You see, Super Bowl Sunday is the time of year when many companies launch their years advertising program starting with an inaugural Super Bowl commercial.
And like every year, the usual suspects were there Budweiser, GoDaddy, Pepsi and Coke to name just a few.
Now, there are some interesting things that took place with the commercials this year. For one thing, there were a lot of web properties hosting the ads online. Last year there were only a handful, but this year big names like Yahoo! and Google got into the ads.
Even the NFL website had the ads on its site appearing immediately following the game.
But what perplexes me is that none of these advertisers (except perhaps for GoDaddy) attempted to relate the offline advertising done during the game with anything they did online.
For example, if you were to take a look at any of the Pepsi, Coke or Budweiser websites before the game, you’d find no mention of the Superbowl. Pizza Hut did a little better job with the givaway of the boots Jessica Simpson wore during the commercial but thats about it.
In todays era of cross platform marketing Im surprised that none of these sites really tried to build buzz leading up to the Super Bowl with their websites.
Further, there was little change to these sites during the game or even after. Its as if the advertising during the game happens in a vacuum with no consideration for other media.
Granted they are spending millions for the right to have their ads show up during the game but in light of that I would think spending a few thousand to ensure the website helps further promote their message would be in order.
In fact its always bothered me when a company does TV advertising and the website doesnt reflect the message found in the advertisement. There are only a few cases where Ive found the website and the advertising work well together.
Geico, for example does a great job of tying their TV ads to their website. When you go to one of the first things you see is the Gecko their mascot.
So if Geico can do it, why dont other companies?
I mean, if you look at the Coke or Pepsi websites you see they keep the branding intact but thats about all they do. They dont seem to reflect any current television promotion.
So while I was entertained by the commercials that weekend, I was also a little disappointed because thats all they were isolated bits of entertainment with little residual value because they didnt tie in other forms of promotion. Namely their websites.
Really, when you look at how other TV ventures are embracing the web with TV shows crossing over and working with web properties like AOL and Yahoo! you begin to wonder why advertisers dont also integrate more fully.
I guess maybe it has to do with the whole marketing industry and the fact that they still dont fully get the web. They know their clients need a website, but some of them dont know why yet.
Many marketing execs fail to see the value of any type of online marketing even though its easier to measure the impact of an SEM campaign than any TV advertising campaign. With SEM, both Paid and SEO, you can track and measure visitors, impressions and conversions. With TV all you get is an estimate of total reach.
So to any Super Bowl advertisers who may read this please listen to this to make your campaign really successful, why not try and integrate some of the marketing message into your website? You may be surprised at how successful it is.
Every time we walk through Wal Mart or your local grocery store, were reminded of the upcoming season. Theres a constant supply of displays that go up Christmas, Valentines Day, St. Patricks Day, Easter, Fourth of July and the list goes on in a never ending cycle.
Why do stores focus so much on holiday and seasonal themes? Heck, theres a lot of money to be made! The next time youre twisting your shopping cart around a center aisle display, ask yourself how you can cash in on a little of the holiday bonanza.
Lets face it, people are season conscious whether they want to be or not. Thats why sneaking a little holiday language into your direct mail headlines is a good idea.
3 Steps to Incorporating Holiday Headlines
1. Which seasons does your product/service relate to?
St. Patricks Day
Fourth of July
Back to School
The list is endless! Find a few to focus on. Keep an expectancy alive in your marketing campaign all year long!
2. Combine your offer with a holiday a theme
Add a new twist to your offer to make it seasonal. If you offer lawn care services, you might want to zero in on the fall leaves lying on the ground. There are a million and one ways to spin your product to match the upcoming season or holiday.
3. Target the Reader
Why would the reader want to use your service or product? Is it unique, top-of-the-line, cost effective, time efficient? Speak to the needs of the reader.
Normal business slumps can be avoided when you ride the coattails of the never ending list of seasonal and holiday events!
How To Select An Event Planner and Make Your Event Fabulous!
More than anything else, throwing a party becomes an exhausting exercise for the person setting up the event. Whether it is an official event or a personal party, the countless details are taxing on nerves. Paying an event planner is the intelligent thing to do if cost cutting is not an immediate concern for you.
Basically, even on minimal budgets you could be able to hire an event planner owning to the deals an event planner can provide. For instance, on food. On your own, you could spend seriously more than what an event planner might be able to work out for you from his/her regular vendor!
The success of your event largely depends on your choice of the event planner. Any event is a congregation of a lot of ingredients. You need to find a person who specializes in your needs and will bring those specific elements together for you. When choosing an event planner, keep the following things in mind:
1. Safety in numbers: Call up a few event managers and ask them all for quotations and references. Not only is it good to have other options but the list will also give you a fair idea of price levels and pricing.
2. Referrals: it is a good idea to get references and check on them yourself. Speak to a few customers of the prospective planner and get a feel for their competence levels.
3. Certificates: Look for a certified planner. It helps to know that the planner has put in the attempt to get himself/herself certified! A certificate will also mean a basic level of competence and a person who is has been trying to keep up to date in his or her industry.
4. Similar successes: Look for someone who has considerable experience in organizing similar events. It would be foolhardy to entrust your make-break conference with a kids party planner!
5. Resumes: Ask for resumes and see the courses that the planner has been taking to keep up. Many courses equip managers with an adequate amount of knowledge to deal with strategic value of meetings, incorporate themes in business meetings to better focus the event, and how to deal with business hierarchy and dictum. It is essential that the planner understand the environment you are asking him/her to work in, and should be able to adapt to variables in that environment. To start, a panicky mother of the bride!
6. Dont take chances: Always ask for written proposals and make sure you understand what the proposal says and the terms of payment. Make payment in installments and try to work out the deal in such a way that the last payment is made after the close of the event. Spend time with the planner to discuss your requirements and ensure that the proposal covers base. Moreover, check that the planner can be open to all your needs including food, beverages, seating, and accommodation if required. Think ahead and give detailed specs.
Choice of the planner is almost as delicate as organizing the whole event yourself. Remember to not forget to inspect the planners network of vendors. This could be the one thing that can backfire when you think you have everything under control!
The first thing I like to do is to get as little sleep as possible the night before I fly, this way by the time I get to the plane I can hopefully just go to sleep and wake up at my destination. I only recommend this if you are able to perform any tasks you need to do before your flight. If you have to drive for 5 hrs first you may want to get a good night sleep, and maybe take some Tylenol pm or something else to make you drowsy. Many people like to get a little drunk on a flight, I am not one of them, but if it helps you relax and get some sleep then I say go for it, just dont allow yourself to drink to the point where you become an obnoxious drunk on a plane.
My next tip is to get to the airport 3 hours in advance, this is for 2 reasons. By getting there so early I am always one of if not the first to actually check in for my flight, which usually gets me a good seat, and I dont have to wait in long lines. The other reason for always getting t the Air port at least 3 hrs before your flight is, if you check in early you cant get bumped from the plane, the people who get there last minute sometime here the words overbooked.
Things to pack in your carry on:
When ever possible I try to avoid putting things under the plane, but sometimes it is unavoidable, depending on how long I am going away for. What you take with you on the plane can make a big difference between having a pleasant flight and being so unbelievable bored that you go mad.
I always make sure to bring a fully charged MP3 player, my MP3 player hold 20 gigs of music so I never have to go into my bag to chance a CD or a memory card, and I have way more music to listen to then time to listen to it. This way I have the music for any mood I may be in, so I just load it up and listen as I fall asleep on the plane.
Just incase I cant sleep I will also make sure to bring a book with me, if for whatever reason I can not fall asleep which does happen to me, I like to take my mind off things by getting lost in a good story, but something light and entertaining, I have always found a good Action book or even Science Fiction to be good for that.
I also recommend bringing a thick soft sweater with you on the plane, this can be used if it is cold on the plane, or you can use it as an extra pillow.
I like to play video games, so I travel with one of the new hand held video games everywhere I go, so if I am not in the mood for reading I can play some games and keep myself occupied, and that really is the key. Keep yourself busy on the plane and you will be amazed at how fast the flight goes, if you stare at the clock and focus on the planes progress it will feel like forever.