Learnings from Television Advertising’s Biggest Day In America

Learnings from Television Advertising’s Biggest Day In America
 

First, notice the title of this blog! You will see that I didn’t mention the name by which people typically refer to the season-ending major sporting event where commercials play a central role. Therein is my first lesson:

Trademarks matter. Virtually every phrase used to describe that event has been trademarked and the equity created around it is policied aggressively by the trademark owners attorneys. Have you taken the time to carefully craft your trade dress, register your trademark, and protect your branded experience assets?

Lessons from the Commercials


Ok, on to this year commercials during that event which reportedly went for just over $5 million for a 30-second ad. Let’s look at some of the key customer experience lessons we can derive from some of the most effective and least effective ads developed by the world’s most esteemed advertising creatives:

Communicate when people want to listen. Given the divisiveness of our political and social environment, many brands had to think long and hard about making the financial investment needed to produce and slot ads during this year’s event. That said, there wasn’t a lack of companies putting up the money. Those investments occurred because customers and prospects wanted to listen and watch. Unlike the remainder of the year, when people record and skip through television commercials, there was an audience of approximately 100 million people who were eager and willing to give two minutes or so of attention during each commercial break so that brands could share their story and express their brand’s character. When and where are your customers open to listening to your message? Are your marketing efforts positioned to “catch people where they are” or are you messaging them when they are otherwise pre-occupied?

Be careful when you leverage non-commercial messaging for commercial gain. An automobile company advertising during the sporting event purportedly sought permission from Martin Luther King’s family to use Reverend King’s words in the context of a commercial about one of their brands – suffice it to say it was met with polarizing results. A similar example could be found in the halftime performance of Justin Timberlake. Fans of Prince took to social media decrying Justin Timberlake’s choice to use clips of Prince in an homage duet. During his lifetime Prince was a critic of similar “from the grave” duets and in a Guitar World article Prince said, “That’s the most demonic thing imaginable…that will never happen to me. To prevent that kind of thing from happening is another reason why I want artistic control.” In the spirit of the phrase “ just because you can doesn’t mean you should” … what are some associations you might want to steer away from as you message about your business offerings?

Related: Has Amazon Go Changed the World Forever?

Playfully maintain a sense-of-humor. While the same caution about discretion and taste apply to this lesson (as they did in the lesson that immediately preceded this one), humor can powerfully put people at ease, communicate approachability, and drive the type of likeability sought by people who included in their dating ads words like, “I possess a great sense-of-humor.” One of the most popular ads (as evaluated by people like Ad Age who track such things) was Amazon’s lost voice. The ad juxtaposed many desirable elements: recognizable celebrities, timely relevance, and a brand’s willingness to poke a bit of fun at itself. Where does your playful and self-accepting humor present itself throughout your customer’s journey with you?

Positive surprise. Unlike any prior year’s event, the surprise was in short supply among the commercials aired during the game. Increasingly we saw ads presented in advance of the game to create early buzz. That said, Tide faired well with a running set of commercials that they hadn’t previewed before the event and in which they tried to lure the viewer into thinking they were seeing a typical advertisement for diamonds, shavers, etc. only to “surprise” the viewer with the spot actually being about Tide. Thus, ultimately the brand tried to cause the viewer to think every ad might be a Tide ad! How are you using elements of positive surprise, not only in your messaging but at high-value interactions with your customers?

Want to Learn from Them All?


There are so many lessons, one could extrapolate from all 52 commercials slotted in that major sporting or might I say major advertisement event! If you happened to miss any of those savory and in some cases unsavory moments or lessons you can dive in for more. Trust me the advertisers won’t mind if you catch them all here!

Joseph Michelli
Insights
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Joseph A. Michelli, Ph.D., is an internationally sought-after speaker, author, and organizational consultant who transfers his knowledge of exceptional business practices in w ... Click for full bio

Most Read IRIS Articles of the Week: Feb 19-23

Most Read IRIS Articles of the Week: Feb 19-23

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, Feb 19-23, 2018


Click the headline to read the full article.  Enjoy!


1. Don’t Get Pinged by the Social Security Earnings Limit


I’d like to introduce you to Peggy. Born in 1956, Peggy will be 62 in 2018. She has worked in retail her whole life, the past twenty-five years spent in management. Peggy divorced from her husband 14 years ago, is still single and has no children. — Dana Anspach

2. We're Back to “Bad News is Good News” and “Good News is Great News”


This week the markets shrugged off last week’s fears and went back to the slow and steady melt up, despite economic news that looked likely to once again rock the boat. — Lenore Elle Hawkins

3. Q1 2018 Factor Views


Themes established in 2017 across a wide range of markets and factors continued to resonate through the fourth quarter. Economic growth was strong and supportive of equity markets across the globe, a range of volatility measures reached all-time lows, and business and consumer sentiment remained elevated. — Yazann Romahi and Garrett Norman

4. A Beneficial Basket of Commodities


Advisors and investors that feel they are hearing more and more about commodities and the corresponding exchange traded products in recent months are right. That is a natural result of dollar weakness and yes, the greenback is floundering again in 2018. — Tom Lydon

5. 3 Trends Shaping the Future of Asset Management


As the industry works to cope with new regulation, wades through an outpouring of new products, learns to satisfy investors’ shifting priorities and manages the active-passive debate, the viability of business units will be questioned, and at times radical measures will be taken. Peter Hopkins

6. 5 Ways Advisors Leave Money on the Table, and What to Do About It


My hope is that this article points out some opportunities for you to make more money and serve your clients at a higher level and that you decide to do something about it. — Bill Bachrach

7. The Market Has Gone Wild! Is It Time to Change Your Investment Strategy?


Whether the market is flying high or taunting your emotions with new lows and some bumpy volatility, here are four things every investor should keep in mind ... — Lauren Klein

8. How to Deepen Client Relations and Capture New Business Using Engaging Content


Why financial advisors NEED to understand much more clearly the power of good digital market. With tools like AdvisorStream, it’s easier than ever to get the content you need to drive leads and referrals today! — Kirk Lowe and Matt Halloran

9. Three Ways The Most Successful Gain Big Attention


How do some firms and ideas go from nowhere to everywhere in a few short months? All of a sudden a restaurant becomes popular, a gas station gains a cult following, or a Broadway show becomes too popular to get a ticket for years. — Maribeth Kuzmeski

10. Who Are the Hottest FinTech Firms and Influencers Around the World?


"Worldwide, $27.4 billion poured into fintech startups in 2017, Accenture reports, up 18% from 2016. With so much in play, it’s not surprising that 22 companies are new on this, the third edition of our list."  — Chris Skinner

11. The New Stock Market Normal Is Not What You Think!


Many sensational headlines have been written the past few weeks about market declines, but two things have increased for sure: the viewership and the ad revenues of financial media organizations — Preston McSwain​​​​​​​

Douglas Heikkinen
Perspective
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IRIS Co-Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues ... Click for full bio