Search Forum Home   General  Discussions  Super Bowl Adve...  Super Bowl Advertising and Marketing - Lessons for Small Business    9/7/2007 11:04:16 AM jrpittman 29 posts Super Bowl Advertising and Marketing - Lessons for Small Business Super Bowl Marketing and Advertising - Lessons for Small Business by Bobette Kyle Each year, advertisers pay millions for the privilege of running Super Bowl commercials. These outrageous budgets are far beyond the range of the small business. If we take a closer look, however, we'll see that many of these TV ads are a part of larger marketing campaigns. We can all learn and pick up tips that apply to our small businesses by studying some of the techniques in these broader campaigns. Continuing Marketing Campaigns Some advertisers have made Super Bowl advertising activities a yearly event, building brand equity and recognition over time and producing a synergistic effect with the Super Bowl audience. Budweiser has done this with their "animal" campaigns over the years. Disney with their "I'm going to Disney World" campaign. Let's take a closer look at Disney. Since 1987, Disney has run the campaign, where - in a commercial - prominent sports or celebrity figures proclaim they are going to the theme park. Super Bowl MVPs are often chosen. This year, ads before and during the 2006 Super Bowl show candidates "practicing" their line, presumably trying to be macho but unable to disguise their glee at the thought of visiting the awe-inspiring theme park (results varied according to each athlete's acting ability ;) ). While the basic premise has remained the same over the years, details have changed. This year, for example, Disney chose to expand with more events during the entire Super Bowl weekend. While a 20-year campaign is more ambitious than most of us can imagine, the idea of repeating successful campaign elements to an audience over time is not. Think of situations where you could have the repeated attention of essentially the same audience (or different audiences with similar demographics). This could be an annual event, a monthly meeting, a periodic publication, etc. What kind of ongoing campaign can you build around that situation? What *other* types of events or activities can you hold to attract even more attention? Whether your marketing is focused on the Internet, offline marketing or both, apply these concepts with diligent creativity and you'll see a benefit to your business.  Page 1 of 1   General  Discussions  Super Bowl Adve... Flat View Tree View Oldest To Newest Newest To Oldest