You may not have the budget of Super Bowl advertisers, but that doesn’t mean you can’t steal their marketing secrets to earn prime time-worthy success.
Here are three lessons, first presented by MarketingProfs, that any integrated marketers can adapt for championship-level performance.
Advertising demands results. Whether you’re spending $3 million on a 30-second ad spot or $3,000 on a direct-mail campaign, your investment must pay off in measurable ways, such as new buyers, increased profitability per order or lower customer acquisition costs. “You must include some meaningful call to action to ensure that you derive some direct and immediate benefit from your spend,” Jeffrey K. Rohrs wrote for MarketingProfs.
Advertising should build your proprietary audiences. Merely teasing a brand doesn’t pay off. Every dollar spent on integrated marketing should get you closer to the ABBA (Always Be Building Audiences) goal. “Use paid media to build your owned audiences so you can have your loyalists on ‘speed-dial’ at a lower cost to engage,” Rohrs pointed out.
Provide a reason to engage. Too many advertisers think linking to their websites or social media channels will prompt action. However, icons alone do not provide a reason to engage.
You must give customers a reason to interact with you via social media or visit your website. Instead, chose a meaningful call to action, such as inviting customers to download a research report or participate in a social media contest to earn free products.
Beyond Super Bowl XLVIII, there’s a lot integrated marketers of small-to-midsize brands can learn from their big-brand counterparts. For other examples, read “The Captain Zantac Marketing Campaign: What Works, What Doesn’t,” “How Nivea Used Marketing Planning to Relaunch a Brand” and “Mixing Icons and Generations to Reach More Customers.”
