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Oh yeah, we do brownies too... everything you desire is just at the end of the rainbow. #oreo #peanut #peanutbutter #saltedcaramel #caramel #chocolate #brownie #brownies #foodism #foodie #yum #yummy #delish #delicious #instachocolate #instagood #advertaining #advertainment #advertainer #networking #network #networktreneur #networkingiskey #networkingiskey🔑 (at Manchester, United Kingdom)
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SUPER BOWL OR BUST?
Super Bowl Sunday is about to kick-off in a few days. It’s not only the stage for the best football team from each division to vie for the league championship but for a host of advertisers to connect with tens of millions of viewers in what is also an adstravaganza. Many of these advertisers will by vying to be recognized as the fan favorite commercial as measured by “likeability” scores in polls conducted by the media. At more than $5-million per 30-second spot, which is the cost of the media alone, the title may prove pyrrhic.
The goal of advertising should not be to be coveted as the most liked, but the most impactful. Impact is about generating incremental sales. The objective of advertising is to motivate target-customer behaviors to boost sales. There is no sale without a behavior and if there are no, or not enough, sales then ROI will be, at best, measly. If ROI is insufficient then advertising isn’t an investment but a cost. At $166,666.67 per second that’s not just a lot of cost but a super bust. And when bottom line profits are in jeopardy savvy CMOs cut costs.
It’s high time for marketers and their agencies to realize that appearing on the Super Bowl should not be about advertaining (using advertising to entertain) but compelling target-customer behaviors. Advertising needs to prove worthy of boosting sales not being most popular.
