| A Super (Bowl) Deal?
We are often asked, "Is a 30-second Super Bowl ad really worth $3 million?" There's no definitive answer, but in most cases the immediate, direct impact of that 30 seconds will probably not deliver the ROI advertisers need. However, that's not the intent. First, the "Super Bowl Ad" has become a cultural icon. While each spot only runs a time or two during the game, they are discussed, dissected and analyzed for days before and afterward. Some become viral on Internet sites like Facebook, MySpace, You Tube, etc. Second, these ads are usually just part of a broad, cross-media campaign with several components. The ad itself is only the visible draw that drives people to Web sites, Blogs and other media. GoDaddy is an excellent example of this. So, are they worth $3 mil plus lots more in production? They are to the companies that continue to invest big bucks every year.
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QuickTip - Create Your Message First
Clever concepts, powerful headlines, dynamic designs and scintillating copy are great - we love to produce them - but if they are not conveying the right message, they are probably ineffective. The creative attributes of marketing communications are what attract your audience. To move them to a desired action, you must connect with the right message and call-to-action. What is the customer's need? How can you fill it? What distinguishes you from the competition? Where is your value? What do you want the customer to do? Know the answers to these questions and include them in your message. Then you're ready for the breathtaking creative that will complete the package.
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Links
For preliminary trademark checks (and more), the United States Patent and Trademark Office provides online search capabilities. We strongly recommend consulting with a legal professional to confirm your findings.
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In Quotes
"Whenever you see a successful business, someone once made a courageous decision."-Peter F. Drucker
"Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion."- Jack Welch
"To swear off making mistakes is very easy. All you have to do is to swear off having ideas."
-Leo Burnett
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For more information on any of these topics, please email Susan Harper at: sue@sharpernet.com
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