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Actual for You - 13 Lessons in Marketing, Super Bowl Style
When I coach my clients on how to get more business and more money, I'm delighted when I see that they spend time creating and building relationships with prospects. This is truly the best way to serve those that we work with.However, I see many of these entrepreneurs overlooking a very important quality of this relationship. As in all relationships, we benefit most when we constantly look for ways that we can grow and change. In business, this is a must (especially when it comes to the prospect relationship); otherwise, we are out of business.The key lies with negotiation.To often we bend, let our boundaries be waved
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game.
An easy way for a small business to expand its marketing budget is through cooperative advertising. Cooperative advertising, or as sometimes abbreviated Co-op, is when a producer of goods, for use by service providers or for resale, reimburses the advertising business in part or in full for advertising expenditures that involves its products. These programs are widely available because quite simply they save the producers of goods money. Bottom line is that local advertising rates available to the advertising business are at least 20% lower than national advertising rates. Therefore, the benefit for the producers of goods is increased brand recognition wi
Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.
On to the lessons -- one for each Old Glory stripe.
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the second time in Spanish. This reflects an awareness and appreciation of target audience demographics.
Lesson 2: Research.
Before airing the Super Bowl commercial, Levi completed a customer preference survey of visitors to the Web site. The winning spot was aired during The Game.
Lesson 3: Consider launching your campaign around an event.
E*Trade launched a new campaign by firing the monkey and officially announcing a new image. This new positioning carries through to the E*Trade Web site. You can also watch the commercial on E*Trades site.
Lesson 4: Teasers can build interest.
Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.
Lesson 5: Research trademarks carefully.
As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as well.
Lesson 6: Sponsorships can help build brands.
Schwab, E*trade, and Miller all helped brand equity by sponsoring portions of The Game this year. Consider this same tactic on a smaller scale. Numerous events, ezines, Web sites, and local causes offer sponsorship opportunities.
Lesson 7: Events are new product opportunities.
Reebok is offering limited edition commemorative sneakers. Super Bowl apparel is abundant. You can apply this same technique by brainstorming new products related to both online and offline events.
Lesson 8: Be sensitive to changes in sentiment.
This year E*Trade ditched the cute monkey in favor of a more trustworthy company image. Likely, this is due in part to a change in values and expectations from the company's customers.
Lesson 9: Strategically place brand logos.
Motorola produced headsets worn by The Game's coaches. You probably already knew - their logos flashed on the screen in every coach shot. Logos were predominant on the earpieces and facing outward on the microphones. Take a cue from Motorola and place your logos where they will be seen.
Lessons from the Game
The league and teams themselves displayed lessons in marketing related to strategy, analysis, and implementation. Among them:
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game.
A wristband is a bracelet fashioned from a variety of materials for the purpose of advertising a donation or otherwise act of support of a charitable organization. Charity wristbands became very popular in the new Millennium as a way to publicly display support for an individual's favorite organisation. When a donation is given to a particular organisation or foundation, a token of appreciation in the form of a decorative bracelet is given. These reminders can be of any color, texture or size. Some are made of silicon, plastic or rubber, while others are made of string, wood or metal.Mostly the wristbands are made up of cheap silicon and rubber materia
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the second time in Spanish. This reflects an awareness and appreciation of target audience demographics.
Lesson 2: Research.
Before airing the Super Bowl commercial, Levi completed a customer preference survey of visitors to the Web site. The winning spot was aired during The Game.
Lesson 3: Consider launching your campaign around an event.
E*Trade launched a new campaign by firing the monkey and officially announcing a new image. This new positioning carries through to the E*Trade Web site. You can also watch the commercial on E*Trades site.
Lesson 4: Teasers can build interest.
Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.
Lesson 5: Research trademarks carefully.
As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as well.
Lesson 6: Sponsorships can help build brands.
Schwab, E*trade, and Miller all helped brand equity by sponsoring portions of The Game this year. Consider this same tactic on a smaller scale. Numerous events, ezines, Web sites, and local causes offer sponsorship opportunities.
Lesson 7: Events are new product opportunities.
Reebok is offering limited edition commemorative sneakers. Super Bowl apparel is abundant. You can apply this same technique by brainstorming new products related to both online and offline events.
Lesson 8: Be sensitive to changes in sentiment.
This year E*Trade ditched the cute monkey in favor of a more trustworthy company image. Likely, this is due in part to a change in values and expectations from the company's customers.
Lesson 9: Strategically place brand logos.
Motorola produced headsets worn by The Game's coaches. You probably already knew - their logos flashed on the screen in every coach shot. Logos were predominant on the earpieces and facing outward on the microphones. Take a cue from Motorola and place your logos where they will be seen.
Lessons from the Game
The league and teams themselves displayed lessons in marketing related to strategy, analysis, and implementation. Among them:
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game.
There are a couple things to consider before taking advice that is found on money making message boards, it is important to research this advice to be sure that it will lead to earning more money. Many times the advice posted is not fact. There are a few things to consider when looking at money making message boards. The first is how realistic the advice is to a person. If the advice requires a person to invest a large quantity of money in order to start a business or invest in a start-up venture, it might not make any money, but may cost a person money instead.The next item to consider is where the advice is coming from. There are many people who mean
Lesson 4: Teasers can build interest.
Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.
Lesson 5: Research trademarks carefully.
As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as well.
Lesson 6: Sponsorships can help build brands.
Schwab, E*trade, and Miller all helped brand equity by sponsoring portions of The Game this year. Consider this same tactic on a smaller scale. Numerous events, ezines, Web sites, and local causes offer sponsorship opportunities.
Lesson 7: Events are new product opportunities.
Reebok is offering limited edition commemorative sneakers. Super Bowl apparel is abundant. You can apply this same technique by brainstorming new products related to both online and offline events.
Lesson 8: Be sensitive to changes in sentiment.
This year E*Trade ditched the cute monkey in favor of a more trustworthy company image. Likely, this is due in part to a change in values and expectations from the company's customers.
Lesson 9: Strategically place brand logos.
Motorola produced headsets worn by The Game's coaches. You probably already knew - their logos flashed on the screen in every coach shot. Logos were predominant on the earpieces and facing outward on the microphones. Take a cue from Motorola and place your logos where they will be seen.
Lessons from the Game
The league and teams themselves displayed lessons in marketing related to strategy, analysis, and implementation. Among them:
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game.
Abbey Swisher didn't necessarily want to become a fashion designer or consider fashion design degrees to be her forte in college until she was studying interior design and took an elective in fashion. "I just started to sew, and kept sewing and sewing," she recalls. "I'd come into class with outfits I had made, and people would be like, 'Abbey, why don't you become a fashion designer?'"She took the hint, switched majors from interior design, and began taking fashion design courses at Virginia Marti College of Art and Design (Lakewood, OH). Now, with classes like tailoring, fashion illustration, and business law, Abbey's learning the crafts needed to be
Lesson 7: Events are new product opportunities.
Reebok is offering limited edition commemorative sneakers. Super Bowl apparel is abundant. You can apply this same technique by brainstorming new products related to both online and offline events.
Lesson 8: Be sensitive to changes in sentiment.
This year E*Trade ditched the cute monkey in favor of a more trustworthy company image. Likely, this is due in part to a change in values and expectations from the company's customers.
Lesson 9: Strategically place brand logos.
Motorola produced headsets worn by The Game's coaches. You probably already knew - their logos flashed on the screen in every coach shot. Logos were predominant on the earpieces and facing outward on the microphones. Take a cue from Motorola and place your logos where they will be seen.
Lessons from the Game
The league and teams themselves displayed lessons in marketing related to strategy, analysis, and implementation. Among them:
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game.
When would you, as a business owner, consider it to be a good time to reap the benefits to be received by on-line marketing? It’s safe to say that there aren’t many businesses that can’t do better going this route. The advantages of on-line marketing seem to be almost limitless, as will the profits. Imagine, if you will, that practically the whole inhabited earth is connected by the Internet, and that every person using Internet services can become potential customers, interested in your product, or service. Also, let it be mentioned, that on-line marketing can be the most affordable means of advertisement, not only for big business, and industry, but also fo
Lesson 10: Involve your customers.
The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.
Lesson 11: Promote across media.
The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.
Lesson 12: Take advantage of competitor's weaknesses.
Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game. When the opportunities came, they were ready.
Lesson 13: Implementation is key.
The underdog Patriots played a strong game. When it was time to execute, they pulled it off well. The same holds true for marketing programs. Preparation and planning are meaningless without effective implementation.
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