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Super Bowl 52 Commercial Review – Monday Edition

What can marketers leverage from the 2018 crop of big game commercials?

Hot Marketing Tips reviews Super Bowl commercials for new strategies, excellent examples of tactics and absolute failures so that business owners, decision makers and marketers can learn about what’s working now.

Crystal Clear Message Award

1. Crystal Clear Message

Value Proposition: A statement which clearly identifies benefits consumers get when buying a particular product or service. It should convince consumers that this product or service is better than others on the market.
Sprint’s core promotional message is “Stop paying twice as much for a 1% difference.” This is their value proposition. It is simple to understand, positions them well in a highly competitive market and is valued by the prospect.

Is your company’s value proposition:

  • Simple to understand?
  • Able to position your business well?
  • Valued by the prospect?

Creating a simple message is difficult. Having comparison data can help simplify the process. In this case, “…paying twice as much for a 1% difference” is an easily understood statement.

Call to Action: A communication device designed to prompt an immediate response or encourage an immediate sale.
By saying “Stop…” at the beginning of the value proposition, also makes this a strong Call To Action statement (CTA). In general, prospects are sheep…they want to be led. Be sure to tell them what to do next.

 

2. Leverage Emotion

I never thought of that.” Seems like an innocent enough comment that any one of us could make…and that is the power of it. The abuse heaped on the doctor by the robots he created is sophomoric, yet potent because it elicits an emotional response.  You don’t want to be doing something stupid like “paying twice as much for a 1% difference.” This robotic-level of pushback simply re-enforces the power of the value proposition. Even these teenager-like robots understand the value proposition.

What’s Next: Collaboration Award and Best Use of Celebrity Award

The annual review of Super Bowl Commercial insights from Drew Dinkelacker and is a five-part series that will be released the week following the big game. Check back daily.

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