Small Biz Lessons from the Big Game
As the most watched TV program ever for the US market, the Super Bowl did not disappoint during the game or the commercials. The party we attended had 40+ people ranging from teenagers to 60 year olds. There were TVs in the large living room, by the food table and in the kitchen with the drinks. Total coverage, except for the bathroom!
The Coke Strategy
Coca-Cola had an interesting strategy going into the game. Their two polar bears were fans of the opposing teams. They wore team colors. They had two versions of a spot that was going to run during the second quarter. The Coke ad executives would make their “live” decision on which version to run based on the game situation. Coke fans could connect at www.CokePolarBowl.com.
Drew’s Take – A deeply thought out strategy, but here was the reality. I saw the Coke bears and thought, “Those guys again? That’s gettin’ kinda old, isn’t it?” and I really didn’t pay that much attention to the spot. In other words, I totally missed the details that the bears represented each team or that the spot was actually tied to what was happening on the field. No one at my party got it. I thought the Pepsi commercial was much more engaging. $3.5 million down the tube for Coca-Cola. Remember, simplicity of strategy is a strength.
The boy in the pool that had to go really bad got the loudest guffaws for two reasons. First, it was visually appealing and didn’t rely on the spoken word which is often hard to hear at a party, so everyone was paying attention. Second, it told a compelling story that everyone can relate to.
Drew’s Take – This wins the award for Cute, Funny and Compelling and sets up the www.TaxAct.com message of a totally free federal tax return. A good new product introduction. Got people’s attention and delivered a simple message.
Strategies Worth Duplicating for Small/Mid Size Biz
Find an Advertising Partner
GE and Budweiser were an unlikely combination that worked welltogether in this spot to enhance the brand of both companies. Imagine this local version…a Fifth Third business banker is seated in a conference room talking about the benefits of working with local business when you hear a knock and Buddy Larosa walks into the room with a pizza. The banker says, “Glad you made it, I was getting hungry!” This kind of message lifts both brands.
Is there a comparably sized business in your market where partnering would lift both of your brands?
The teasing head-butting yogurt commercial emotionally connects with women, the intended target market. Not only is the yogurt presented as tasty to both men and women, the message empowers Oikos yogurt eating women to take charge (head butting).
What is the key emotion that your prospective market wants to experience? Can you create a message that empowers your market?
Halftime with Clint Eastwood
Much has been made about the political positioning of the halftime spot. This does not concern me. As a business owner, I couldn’t agree more with Clint’s message at the end of the spot…
This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah. It’s halftime America and our second half is about to begin.
Together, we can build successful and powerful businesses. Looks like it’s time for the 3rd quarter kick off.