With the Super Bowl quickly approaching, many people are excited about the big game, but far more find the commercials just as appealing as the game itself. While the Super Bowl is one of the most expensive times for a company to run an ad, many companies invest not only in an ad slot, but expensive production for the ad, too. Aaron Goldman, Chief Marketing Officer for 4C Insights, addresses this explaining that the Super Bowl is an appealing time to run an ad for a company because it is one of the only times to get a message across to a massive audience in real time which has become more rare in recent years.Even though the commercial is guaranteed to reach a large audience, companies cannot always predict the effectiveness of their ads. David Stewart, President’s Professor of Marketing at Loyola Marymount University in Los Angeles, says that smaller companies typically benefit the most from Super Bowl ads because it increases the attention and positive awareness. However, it is important that these companies use social media to maintain and enhance this positive engagement before and after the ad airsBut before companies can reap the benefits of their Super Bowl commercial, they must make an ad that will appeal to a large audience, specifically those watching the Super Bowl. Richard Krevolin, branding consultant and author of the book, The Hook: How To Share Your Brand’s Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success, explains the importance of using the ad to tell a story, one that is meaningful and emotional to their brand and the viewers. Stewart also says that it is important for brands to focus their ad on a general campaign that the company can continue to market after the ad has aired during the Super Bowl. While there is no way to predict if an ad will be effective, brands can increase the likeliness of this by appealing to the emotions of the audience and making an ad that is unforgettable.
- Aaron Goldman, Chief Marketing Officer for 4C Insights
- David Stewart, President’s Professor of Marketing at Loyola Marymount University in Los Angeles
- Richard Krevolin, branding consultant and author of the book, The Hook: How To Share Your Brand’s Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success