Why Run A Super Bowl Ad?

nil, helment, money, trophy, Super Bowl

$435 million! That’s the estimated ad spend from this year’s Super Bowl. Not too mention – you probably saw numerous non-official sponsors piggy backing off the big game. If you read the first line more than once, and wondered “Why the hell would anyone spend money on ads?” You’re not alone.

Anheuser Busch InBev (aka Budweiser and a few other bevies) spent roughly $41 million according to some estimates. While the ad spend numbers are staggering, so is the number of eye balls. 100’s of millions tuned in across the globe (the majority, obviously, being in America).

Why do businesses run these super expensive ads?

On the surface it looks crazy expensive. $41 million dollars! That’s more than some countries annual GDP. So, let’s breakdown why these businesses do it, and how you, YES YOU, can take advantage of it.

  1. Sunday’s game averaged over 100 million viewers in the US alone. So, if you take the $41 million spent by Anheuser Busch and break it down per person. That’s less than 50 cents a person on ad spend. Not bad. Plus, all the other views online after the game.
  2. This my sandbox hear me roar! These businesses belong at the big kids table because they can spend with the big kids. It’s the same reason why you dish out cash on a luxury vehicle or spend the extra cash on a house in a gated-community. You’re trying to say, “I fit in with this crowd.” Whether or not that’s true doesn’t matter. Perception is reality.
  3. Topical. You’re expected to get a present for your wife on her birthday because it’s topical. You can also give her gifts at other times of the year, but if you don’t get one on her birthday…well you’ll never have to get her a present again (although maybe that’s what you want). You spend money on a Super Bowl ad because there’s a ton of hype around the event. Everyone knows a shitload of people will be watching and it’s almost expected that some big businesses advertise (aka Budweiser and its Clydesdales).

How does this help you?

You know there are going to be people watching and it’s pretty much all people are talking about leading in to Super Sunday. You can’t spend like the big guys, but you can spend around it to get eyes on you and get a little bit of the Super Sprinkle effect (I just made up that term).

If people are talking about it – YOU should be talking about it. Why did I write this post around the Super Bowl? Because people are talking about it. Can you spend some advertising dollars around the game on social or in other forms of media? You can’t use the trademarked names like Super Bowl and promote your business, but you can use things like Big Game or Game Day!

In my radio days – we would always run a promotion around the Super Bowl. We’d have it on the air for two weeks before the game riding the wave of hype. We didn’t have the rights to the game nor did we have the rights to “Super Bowl”. However, our customers (aka listeners) were talking and thinking about it.

You could also do the anti-version for those who aren’t interested in football or watching the commercials. A local dance studio had a couple classes going on during the game, where you could “Dance Your Ass Off” instead of downing nachos and beer.

Plan out your year

It’s extremely important you have dates like the Super Bowl and holidays (Valentine’s Day is coming up *wink *wink) on your calendar every year. Even if you can’t spend like the big kids, you can and should be talking about it with your audience. Whether it’s two people or two million.

Do you have an e-blast ready to go before, during or after the game (or holiday)? Do you have social posts ready? Are you blogging about it? Are you live on Insta while you down chicken wings and have grease all over your face?

If your audience is there or thinking or talking about an event, holiday, game, whatever…you should be talking about it too. Get a calendar, mark down the important dates and make sure you have some sort of marketing game plan built around them. Here’s a sample of a promo calendar I did up back in February 2012. All important dates and local events are listed, so we could map out a game plan ahead of time.

February 2020 has a leap year. Is this something your audience will be talking about?

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more tidbits to super charge your marketing game plan – sign up for my list below. Punch in your email and get ready…OMAHA!…OMAHA!…HUT! HUT! HIKE!

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Six Figure Sales: Control your Sales Process Like A Barber

Barbershop, Six Figure Sales, Guy With Bow Tie
Barbershop

Your whole Six Figure Sales process should be about control. You have to own YOUR business. Your commission is your business. Your sales…are your business. Don’t leave it in the hands of someone else.

I met my new barber at the new shop that recently opened up a few minutes from my house. The barbershop is a part of a small chain in the city, and right at the front of the desk where you pay is a stack of business cards (branded with the barbershop chain’s logo) with each barber’s name and the shop’s number, email, address, blah blah blah.

However, instead of handing me one of those cards at the end of my appointment. My barber pulls out a card from his back pocket, hands it to me and says, “Anytime you need a cut and are wondering if I’m free, just shoot me a text at this number and I’ll schedule something for you.” His card includes his name, Twitter, Instagram and personal phone number.

SMART! He’s controlling his sales process.

Next time I book – I’m for sure going direct to him, rather than go through the barbershop chain’s website where I have to remember my log-in name, password and all that jazz.

My barber is limiting the paths to enter.

If I want a buzz – I’ll shoot him a text and he’ll book me in. Convenient for me, and extremely beneficial for him. If he moves to a different shop or opens his own he has all the contacts he’s built up. He won’t be starting from scratch, because he controlled his sales process.

Do you rely on your company’s CRM to maintain your prospects? Or do you own them?

Are your prospects or clients married to your company or YOU? It should be the latter and you do this by controlling your sales process like a barber.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more on owning your sales process sign up for my newsletter below. You’ll get free tips, templates and some random thoughts sent straight to your inbox.

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What You Can Learn from Donald Trump

The Donald

Love him or hate him – you know him, and that’s the whole point about branding. Whether it’s your personal brand or business the opposite of love isn’t hate…it’s indifference. Just his name elicits feelings for you right now. He makes you feel something. That’s what you have to do if you want to make a splash in this world.

Some takeaways

Putting your opinions of him aside – you can’t doubt the personal brand of Donald Trump. Granted he was born with name equity there’s plenty you can take from The Donald.

  1. Find your niche and preach. You don’t have to be everything to everybody. Just find a few people who believe in what you’re saying or doing, and continue to nurture them and tell them (or even believe) the things they want to hear.
  2. Don’t back down. If you believe in your ideas, don’t back down from naysayer’s. The amount of people who have discredited Donald Trump is, as he would say, HUGE! However, he continues to stick to what got ’em here… A loud mouth and take no shit mentality. You may not like it, but his supporters LOVE it.
  3. Zag when others Zig. When he first made the claim he was going to run for President, everyone laughed. Then he went on a tear and got the Republican nomination, and you know the rest. He did it by going against the system. He time and time again, said that he was an outsider, a businessman and not a politician. Even the word politician gives people chills, so he was smart (yes, I said smart) to go against the grain and call out the politicians and find his own lane.

Your ideas don’t have to be popular to the masses. Find your tribe, preach, believe in yourself and you’ll eventually find a niche of followers to exploit.

By doing this, you will position yourself as an expert or even THE expert in your field. People like following and believing in experts.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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2014: The year to be different

There’s been much hullabaloo over the “Misunderstood” holiday ad Apple is running. Many say it’s wonderful and potentially the best ad of the year. I like it, but it doesn’t feel like Apple to me. Take a look:

I’ve been a fan and customer of Apple for close to 15 years. I was an Apple user before it was cool to be an Apple user. And I always enjoyed their marketing. Under Jobs, Apple’s marketing was always about the product, its simplicity, and clean lines / look (white everywhere!). As soon as the ad came on or I flipped to the magazine ad, I instantly knew it was Apple. There was no mistaking it. It was different.

Before the above campaign it was the “Mac vs. PC” campaign. Again, unmistakable as to what it was and what Apple was selling. And the campaign keyed on points of differentiation. One of the tests you can use to see how effective your marketing campaign is / was is to use the ‘Swap Technique’. Cover up your logo on a print ad or watch / listen to your TV or radio ad without a mention of your brand’s name. If it’s unmistakable as to what brand the message is conveying, you win. If your ad could easily be used as an ad for a competitor, you lose.

For example, take a look at the Google India ad which caused quite a stir earlier this year:

This very well could have been an ad for an iPhone. Vice versa the “Misunderstood” Apple ad could very well have been an ad for an Android device. Don’t get me wrong, the Google India ad and Apple “Misunderstood” ad are great and will probably win a creative award or two, unfortunately they miss the mark on selling the product. When it comes to advertising, your marketing shouldn’t be about winning awards, it should be about making sales. One way to do this is to show how your product is different than everyone else’s. Don’t worry about being ‘creative’ focus on being different.

I wonder whether or not the Apple “Misunderstood” ad would have flown with Steve Jobs. For me, it misses the Apple feel, the simplicity, the sleek, clean look and for the most part the product.

Your mission for 2014…stop being creative and start being different.

Look at what your competitors are doing and do the opposite. Being different should scare the shit out of you and that’s a great thing.

Good things come to those who wait. Great things come to those who don’t. Don’t wait, be different and lead in 2014.

If you need some help being different in 2014, shoot me an email at effumarketing@gmail.com and put “I’ll be different in 2014” in the subject line. I respond to every email.

– Jordan