Brand like a champ, 5 ways to score from Super Bowl lessons.
What a game. So much emotion. Adrenaline everywhere. And many valuable lessons for even a small business to gain from. As you go through this next week and you are starring at a big opponent, whether it be, the economy and credit crunch, or a key competitor, reflect and take action from this international broadcast, pop culture and sporting event of champions.
1) One high profile ad will not build your business or brand.
Investing in a handful of high profile large audiences opportunities certainly has its upside. But in most cases, brand and business success come from integrated efforts that go way beyond even a killer promotional campaign.
While the Super Bowl audience was mammoth, how many eyeballs were truly the target for the brands behind the ads? And if they were, how many were too medicated with alcohol to take buyer action the next day? Or even remember the who was behind that funny ad?
2) The playing field is new.
Web 2.0 and the explosion of all media channels, means every dollar spent needs to leverage this entire gamut of new and old touch points.
The real winners in the Super Bowl advertisers had multi-point connections and dialogue with the viewers before and after the game spots ran.
3) Life lives through changing times. Marketing must be relevant.
Even events and brands around fun, sports and entertainment, need to go with the flow of real-time reality. Hyundai’s ads connected with their Assurance Contract
(lose your job, we’ll take back the car campaign) as well as the empathetic (Yes, you may be jobless soon with humor from Monster and Careerbuilder.com.)
4) Customer engagement, if done right, can convert in to sales.
Kellogg’s invites viewers to suggest a needy school (baseball field) with projects that require funding that Kellogg’s can help, Pedigree funds an adoption program and encourages getting a dog instead of a crazy pet, and Denny’s make us laugh and invites us over for a free Grand Slam breakfast. Experience first. Transactions will follow.
5) There is huge value in established, branded entities like an annual event, The Super Bowl.
This event started in 1967, the awareness and brand equity have been growing every year. Should an event be the part of your brand strategy, make sure to stay consistent to your story, and give it time. Event branding is a long-term project.
6) No matter how grim it looks, don’t give up.
In sports and in business, it’s about staying power, until the end. Just ask the Steelers. Stay focused on your game. Without the confidence and composure team showing up, you’ll be a player short.
About the author: Karen Post, a.k.a. The Branding Diva® is an international authority on branding, marketing, and entrepreneurial matters. She is has been featured as a business expert in print publications; on TV, radio, and on Web channels. Karen authored the best-selling book Brain Tattoos, Creating Unique Brands That Stick in your Customers’ Minds and she is co-founder and CEO of Oddpodz.com, an idea engine for creative professionals and business. Her work has benefited large and small organizations in the United States and around the world.
