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Will You Add? - 13 Lessons in Marketing, Super Bowl Style
Are you running your payroll in-house to save the cost of an outside provider? If you are a supermarket or retail chain or a smaller enterprise with a few outlets then you will be familiar with the challenges of safe and timely distribution of payroll checks. If you distribute them physically it is a costly and sometimes unreliable exercise resulting in employee disappointment or increased cost for the company to prevent potential mishaps.Payroll in the US is significantly different to payroll in Europe, where all employees have bank accounts and over 90% of the payroll is transferred directly from the employer’s to the employee’s bank account. A lar
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in
Customers choose the same old, same old when they can’t tell the difference between offerings. These steps will help them see why you’re the clear choice.In a recent Forrester Research consumer survey, 47% of consumers indicated they see no difference between competing brands. That should be incredibly disturbing for brand managers and CEOs everywhere. Especially considering that, according to emarketer.com, businesses spent 281 billion dollars on advertising in 2006.When customers can’t distinguish between competing products they’re left to choose based on the one obvious difference: Price. As business leaders, we need to help our customers und
Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.
On to the lessons -- one for each Old Glory stripe.
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in
A major problem impairing an executive's performance is his Emotional Blind Spots. Emotions, whether we like them or not, have a significant impact on one's decisions. An example is the Enron case where executives ran into severe ethical and legal consequences after falling prey to the destructive negative emotions of greed and self-interest. It is perplexing how many success driven executives, choose to fear addressing the impact of negative emotions on personal and organizational performance.Helping executives become aware of the Emotional Blind Spots that cause them to steer into perilous decision making territory has helped them make better decisio
Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.
On to the lessons -- one for each Old Glory stripe.
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in
Moments of truth are all those times when customers experience and evaluate your service. Work hard, do a good job, and customers will come back for more.Moments of impact are those rare moments when someone goes way above the call of duty, stretches the envelope far beyond the stamp, innovates and takes action in unexpected ways that are valued, appreciated…and remembered.A client at a seminar handed me this note: ‘Last night, 10 minutes before departure at the airport, I found my car and house keys still with me, which means my wife would have been locked out of the house. I passed them to the Singapore Airlines in-flight supervisor and they m
Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.
On to the lessons -- one for each Old Glory stripe.
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in
Thirty years ago, Jerry Harvey, a professor at George Washington University told a true story about an incident that occurred when he and his wife visited his in-laws in Texas one summer. On a scorching August afternoon, they were enjoying a game of dominoes and cold lemonade on a shady porch when Professor Harvey’s father-in-law suggested that they drive to Abilene and have lunch in the cafeteria. Harvey later explained that he thought it was a crazy idea, but he didn’t want to spoil everyone’s fun, especially since his wife and mother-in-law wanted to go. The four of them climbed in an un-air-conditioned Buick and drove 53 miles to Abilene, with temperat
On to the lessons -- one for each Old Glory stripe.
Lessons from the Advertisers
Lesson 1: Know your target audience.
Both Pepsi and Levi demonstrated this lesson.
- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in
One of the most emotionally crippling aspects of unemployment is the sense of powerlessness it engenders. Job layoff triggers financial pressures, emotional distress, family turmoil, and dashed career hopes. It is forced on us by unrelenting fate, an emotionally disengaged employer, and economic currents that have little to do with us personally. We feel that we have no control over our situation, our lives, our future.As we work through the anger, resentment, depression, and fear which is the common lot of the jobless, we can take some steps to regain our balance, reclaim a positive focus, and reassert personal control.1. Daily Routine.
- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the second time in Spanish. This reflects an awareness and appreciation of target audience demographics.
Lesson 2: Research.
Before airing the Super Bowl commercial, Levi completed a customer preference survey of visitors to the Web site. The winning spot was aired during The Game.
Lesson 3: Consider launching your campaign around an event.
E*Trade launched a new campaign by firing the monkey and officially announcing a new image. This new positioning carries through to the E*Trade Web site. You can also watch the commercial on E*Trades site.
Lesson 4: Teasers can build interest.
Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.
Lesson 5: Research trademarks carefully.
As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as
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