Website Interaction
By now,
integrating Websites into advertising campaigns is old hat. The easy lesson
here is to communicate your Website address at every opportunity. For the most
part, Super Bowl advertisers did just that. A majority of the commercials
invited you to visit the site or flashed a URL across the screen at some point.
There were, however, a couple of twists on this old technique:
Advertising a Commercial
GoDaddy.com aired a commercial advertising another commercial. As in several
recent years, the first commercial the company submitted to the network was
supposedly rejected as too risqué. This year, the whole point of the commercial
that actually aired was to pull people to the Website to view the "rejected" ad.
Horny men, apparently, are a major purchaser of domain names.
Customer Fame
Tide-To-Go has invited us to "get famous" by creating a talking stain ad and
entering it in a contest at mytalkingstain.com. The winner's ad will air during
a prime time TV show.
Both the Tide and GoDaddy ads gave viewers a compelling reason to visit the
companys' Websites. As a marketer, the critical result is to convert that action
into increased purchasing behavior. This could happen in a variety of ways: by
converting them to purchasers at the time of the visit, moving them further
along in the
buying
process, or increasing brand awareness (i.e. increasing the chance of a
future purchase). When developing your own promotional campaigns that are only
tangentially related to your product, specifically address how the campaign will
increase purchasing behavior in your target customers.
Branding through logo recognition.
Some advertising creates an immediate sales increase, but this isn't the only
feasible advertising goal. Commercials can also be a means for long-term
branding. The
Under Armour Prototype commercial is an example. Notice how many times the
logo shows up during the course of the ad. My guess is the primary goal of this
commercial is to increase brand recognition, as Nike has done over the years.
How many athletes instantly think "Nike" at the site of that checkmark logo?
Almost 100%, I would imagine. The lesson here is to consider brand equity in
your marketing programs. Some marketing benefits build long-term, rather than
hit immediately.
So, those were my Super Bowl XLII marketing observations.
Were they different
from yours?
About the Author
Bobette Kyle draws upon 18+ years of Marketing/Executive
experience, online marketing experience, and a marketing MBA as inspiration for
her writing. She is publisher of WebsiteMarketingPlan.com and
MyOnlineWeddingHelp.com, as well as cofounder of Daysteps
LLC.
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