TLP: The Real Trick is Getting People to Remember What You're Selling
Big debate this year, apparently, in the advertising world over how much to spill about Super Bowl spots. I guess dropping $3 million for a 30-second ad will do that. Some companies are teasing their ads online, some are putting the whole things up. Does it increase interest in what will appear during Sunday's game? Or are they just blowing their wads?
Maybe it's all bullshit and talking about it is just a way for marketing professors to jerk off in The New York Times:
“There are so many spots in a Super Bowl that it can be hard to stand out,” said Timothy Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University in Evanston, Ill. “A lot of the strategy is now focused on how you position yourself in advance of the game, because if you wait till the last minute, it makes it harder to break through.”A good start would be to remember that a lot of them will literally be pissing away the time that cost the companies $3 million.
“It reduces your risk to get ahead of it,” he added, because that can help “achieve return on investment.”
That is important because Fox, part of the News Corporation, is charging sponsors an estimated $2.8 million to $3 million for each 30 seconds of national commercial time in the game — in other words, as much as $100,000 a second.
“Companies are recognizing they can leverage their investments if they create some curiosity before the Super Bowl,” said George Belch, marketing professor at San Diego State University, or “extend the life of the campaign after the game.”
“The financial people are asking, ‘Where’s our R.O.I.?’ ” he added, referring to return on investment, “so if you have all these online views before or after, you can show you’re getting a lot of bang for the buck.”
There was “a bit of it last year, two years ago,” Mr. Belch said of the efforts by advertisers to front-run their Super Bowl spots, “but this year, it’s really taking off,” reflecting how ardently consumers are embracing social media, where they can “vote on ads, send them on to friends, enter contests and become ‘fans’ of brands.”
“The common thread is, ‘What can we do to get greater engagement with consumers?’ ” he added.