I absolutely love Super Bowl commercials. Although the Super Bowl is a great opportunity to get together with your friends and family to cheer on your favourite team, the Super Bowl commercials have a well-deserved reputation for being some of the best. In fact, the price tag on a 30 second commercial spot during the Super Bowl has soared to $5.2 million, which is almost a guarantee that our favourite brands are going to pull out their very best work for the occasion.
Unlike most televised events, the Super Bowl marks a time when consumers, and not just marketers like me, actually want to see the commercials. This makes the Super Bowl a unique opportunity for brands to broaden their reach by exposing a wider audience to their messaging. Telling a story and connecting with the audience, usually on an emotional level, are key components to achieving better success with a Super Bowl ad.
Although these commercials are by far some of the best advertising you’ll see on TV, the thinking and planning that went into creating them can also be applied and incorporated into marketing for smaller brands. Here are some of the most effective marketing tips that I’ve gleaned from Super Bowl ads that can be applied to your company’s marketing:
Keep it simple
Brand messaging, when done correctly, doesn’t need to be complex in order to be captivating. A simple brand message that captures the “why” of a consumer’s decision to purchase is often effective enough to reach your target audience. Your job as a business owner or head of marketing is to inform your target audience of “why” they should choose your product or service.
One of my favourite commercials that employed effective, simple brand messaging is 2018’s Super Bowl Tide commercial. Using a unique blend of humour and its existing brand recognition to reach a larger range of its target audiences, Tide’s 2018 Super Bowl commercial proved to be worth every penny spent.
Make them laugh, make them cry
Humour, when employed correctly, has always been considered a staple of the best Super Bowl ads. Much like the Tide commercial, Snickers gave audiences a good laugh with their 2015 Super Bowl commercial spot. On the other hand, a commercial that tugs on the hearts strings, like Chevy Chevrolet’s 2014 Super Bowl ad employs a different kind of emotional tactic to connect its target audience with its brand messaging.
Both of these ads demonstrate the art of telling a story – a fantastic way of linking your core message with your target customer’s needs. Think about your brand and if there is a humorous or emotional way to showcase the value your brand brings to the audience. In some cases, a brand’s emotional impact is what can drive connectivity, which can ultimately motivate your target audience to choose your product or service above your competitor’s.
Stand out in the crowd
The Super Bowl offers some of the most coveted commercial spots in the calendar year – if you have the budget for it. Because there are so many brands competing for the audience’s attention, marketing strategists need to make a statement with an ad that immediately catches the eye. Delivering something surprising, like this Super Bowl 2019 commercial featuring Jeff Bridges’ iconic character from The Big Lebowski, is usually a recipe for getting the audience to pay attention to your brand message right off the bat.
This commercial’s original and surprising approach ties into their Unique Value Proposition (UVP). Think about what is unique to your company and how you could show that visually. Creating an ad like this helps to set your brand apart from your competitors and lets your target audience know what makes you different, and why they should purchase your product or service. By offering something unique, you invite your target audience to become excited about the possibilities of choosing you.
Although my fellow Canadians may not have access to the best of the 2019 Super Bowl commercials, I’d definitely recommend that you check them out, either on an American network, or online. There’s a wealth of information that can be gleaned from marketing done well, and Super Bowl ads can offer some excellent marketing lessons for business owners looking to up their marketing game.
If you need more tips on how to improve on your existing marketing, contact me today. My agency and I will create your branding story and put you on the path to marketing success.