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The Steel Curtain. The Frozen Tundra. The advertising! Two of the most storied programs in NFL history will meet in Super Bowl XLV in a game broadcast to more than 100 million viewers worldwide. The biggest creative agencies in the U.S. unveil some of their best work for the Super Bowl with entertaining ads that at times overshadow the game itself.
Beyond the entertainment value, what’s a Super Bowl ad worth? A 30-second spot in the Super Bowl costs $3 million this year, up about 10% from last year. Experts suggest that a 30-second spot can be worth as much as the equivalent of 250 regular TV ads. Most brands experience a 12% increase in sales in the week following a Super Bowl ad, with a longer duration for established brands.
Resurgent consumer confidence is finding its way to Super Bowl spending as well. Consumer spending for Super Bowl-related items, including food and beverages, team apparel, decorations, even TVs and furniture, is expected to reach $10 billion for Super Bowl XLV. The average person will spend $71.50 on items related to the Super Bowl, up 12% over last year.
Now for the ads. Expect to see car companies using a host of gimmicks, including talking cars, time traveling cars, even one featuring a diminutive Darth Vader using the force on a Volkswagen Passat. The Budweiser Clydesdales are back, and Bud is also pushing a Facebook campaign that promises to be a huge success. Pepsi will run at least 6 ads, GM is back after a 2-year hiatus and Doritos has a series of crazy spots that include a killer bulldog and the restorative benefits of their chips.
PETA plans to use bikini-clad models extolling the virtues of a vegetarian diet in a series of outtakes from a previously banned 2010 Super Bowl spot. It remains to be seen whether they'll make it past the network censors. Sorry, no hyperlink for this one.
E-Trade has used a clip of hilarious outtakes to build interest in this year’s ad, including a quip about Grandma being comfortable in her own skin because it’s so loose. Also keep an eye out for the CareerBuilder spot with monkeys that drive and park in the office parking lot like, well, monkeys.
The Super Bowl of football is also the Super Bowl of advertising. If you get too busy watching the game, be sure to check out all of the clips the next day on YouTube. Enjoy, and happy spending!
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Business uncertainty is taking a back seat to moving ahead as companies jockey to capture new business this year. Frankly, we’d like to think that spending for marketing is a leading indicator of economic recovery. As we observe what appears to be a sea change in business confidence, here are five marketing ideas to consider:
1. Dust off your brand online: Many companies pulled back on marketing over the past two years, and that website design from 2007 may be a little long in the tooth. Cleaning up your online website presence generates good marketing ROI and is the quickest way to make a new impression.
2. Content is king: The patience for customers to weed through average content is gone. Sharp, concise messaging and well-thought communications are needed today.
3. Go mobile: Smartphones & tablets are revolutionizing communication and consumer behavior. Pew Research Center reports 40% of adults use mobile phones to view online content and check email. Marketing tactics need to meet this behavior with apps and mobile websites in order to stay ahead.
4. Make it measurable: The ability to measure results will continue to drive decision making in 2011. The growing sophistication in marketing metrics and monitoring tools belie the assertion that tactics cannot be measured.
5. Sweet simplicity: Successful campaigns in 2011 will keep it simple. Give thought to your mission, your key messages, and stay true to your brand, and you’ll make it much easier for your audience to choose your service. Above all, keep it short and sweet!
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