After finishing a late lunch at Culver’s the other day, a client and I were sitting and discussing business when one of the staff came up to our table holding a tray. On the tray were small paper cups with a spoonful of frozen custard inside each one.
“Would you like to try a sample of our maple nut custard?” the tray-holder asked. “It’s our flavor of the day.”
“Sure,” we replied in unison, and the tray-holder promptly placed a small cup and spoon in front of each of us.
As we savored the frozen custard, I offered, “This is delicious.”
“I agree,” my client replied. “I think that I will have a dish. Would you like one, too?”
“I would. Thank you.”
While he went to get a dish for each of us, I mulled over what had just transpired. The management at Culver’s had taken the opportunity to increase the amount of money that customers already in the restaurant spent by offering a sample of frozen custard. This was an excellent example of one of the three ways to grow your business, which is to increase the amount that a customer spends each time the customer does business with you. By offering the sample of frozen custard, Culver’s had directly tickled our taste buds, thereby prompting us to buy more. Culver’s had increased the amount that we spent that visit, and we had enjoyed the frozen custard.
As I reflected on this, my mind skipped back to another recent example that I had experienced of sampling. I had received a sample of Grammy’s Pot Pie flavored dog food in a shipment of dog treats. After I dropped a handful of the Pot Pie into a dish, my border collie had dashed to the dish and growlingly had driven my shepherd away. You see, my German shepherd readily eats almost any food, but my border collie mix is a very picky eater. Therefore, I was amazed.
“Wow, she likes Grammy’s Pot Pie,” I commented.
Thinking her reaction may have been a one-time event, I offered her some Grammy’s Pot Pie kibbles at her next feeding. She hungrily devoured them.
At that point, I went to the company’s Web site and decided which size bag to order.
By inserting a sample into the shipment, the company increased how much I spent with them on my next purchase. Just like Culver’s, the company grew its business by increasing how much a customer spent on the next purchase by offering a sample.
Sampling is an effective marketing technique to employ but one many of us forget to use. Offering a sample is an easy, noncommittal way to get a customer to try a product or a service. Every business has ways to offer a sample. Even if you sell a big-ticket item, you can sample doing business with you by offering a customer advice or information on how the product can be used to the client’s benefit. That is a sample.
Do you offer samples to increase your customer’s purchase? What samples can you offer? How can you add them into your marketing plan to increase your customer’s purchase?
Remember, just a sample leads to an easy sale.
Friday, May 1, 2009
Sunday, April 19, 2009
Wasted Words
Tuesday night in his headlines segment, Jay Leno read a curious headline. "Dining Out? Try Somewhere Else. Johnson Family Restaurant."
I have no idea if this was good advice from those who know or if it was an attempt to catch attention. Either way, these were wasted words.
They reminded me of a billboard that I had seen a couple of months ago which read, "It swallowed a luxury vehicle." The billboard was for a 4 x 4 truck. I don't remember which brand because I immediately focused on the words. The imagery of a truck swallowing a luxury vehicle did not seem to have a purpose.
"Do truck owners want to drive a luxury vehicle?" I pondered. "I'm sure that the idea of a truck having the ability to swallow a luxury vehicle appeals to truck owners' perception of the truck's toughness, but I don't think that is the purpose of the statement."
In addition, beginning a statement with the word "it" was a very weak opening. Since "it" is a pronoun referring to a noun, the reader of this billboard was forced to decide what was "it." That decision took the reader's attention away from the message. I suspect that the reader's attention never returned. Consequently, the message was not received, all because of "it."
"It" was a wasted word.
What are wasted words? Words that do not clearly communicate your message are wasted. The Johnson Family Restaurant wasted words telling consumers not to come. A headline giving consumers a mouth-watering reason to dine at Johnson Family Restaurant would have been much more profitable. Those words would not have been wasted.
Like "it," some words are wasted because they are unclear. Other words are wasted because they have become abused through overuse. They have been used in meaningless ways by so many that these words no longer communicate a clear message. In fact, they may communicate no message at all. A few examples of abused words include: quality, selection, value, biggest, and best. Consumers have heard these words shouted at them with such frequency that they "tune out" these words.
"Yeah, yeah, I know," a consumer might react. "You have the biggest, the best quality, selection, and, of course, value. I've heard that before, many times. I know what these words mean to me. What do you mean by using them?"
Rather than repeating the words that others overuse, choose words that specifically tell your business's story. What makes you think that your business offers quality? What do you mean by value? How is what you offer the biggest or the best?
Answering these questions and then giving your answers to consumers employs your words profitably. We live in a time when consumers want information. Give them what they want. In doing so, communicate specifics. Don't grab words that communicate nothing or a vague generality. Tell consumers exactly what you want to say and what they want to hear.
This will require thinking on your part. To encourage you to think through your words, consider that each word you use costs $100. How many $100 bills do you want to waste?
I have no idea if this was good advice from those who know or if it was an attempt to catch attention. Either way, these were wasted words.
They reminded me of a billboard that I had seen a couple of months ago which read, "It swallowed a luxury vehicle." The billboard was for a 4 x 4 truck. I don't remember which brand because I immediately focused on the words. The imagery of a truck swallowing a luxury vehicle did not seem to have a purpose.
"Do truck owners want to drive a luxury vehicle?" I pondered. "I'm sure that the idea of a truck having the ability to swallow a luxury vehicle appeals to truck owners' perception of the truck's toughness, but I don't think that is the purpose of the statement."
In addition, beginning a statement with the word "it" was a very weak opening. Since "it" is a pronoun referring to a noun, the reader of this billboard was forced to decide what was "it." That decision took the reader's attention away from the message. I suspect that the reader's attention never returned. Consequently, the message was not received, all because of "it."
"It" was a wasted word.
What are wasted words? Words that do not clearly communicate your message are wasted. The Johnson Family Restaurant wasted words telling consumers not to come. A headline giving consumers a mouth-watering reason to dine at Johnson Family Restaurant would have been much more profitable. Those words would not have been wasted.
Like "it," some words are wasted because they are unclear. Other words are wasted because they have become abused through overuse. They have been used in meaningless ways by so many that these words no longer communicate a clear message. In fact, they may communicate no message at all. A few examples of abused words include: quality, selection, value, biggest, and best. Consumers have heard these words shouted at them with such frequency that they "tune out" these words.
"Yeah, yeah, I know," a consumer might react. "You have the biggest, the best quality, selection, and, of course, value. I've heard that before, many times. I know what these words mean to me. What do you mean by using them?"
Rather than repeating the words that others overuse, choose words that specifically tell your business's story. What makes you think that your business offers quality? What do you mean by value? How is what you offer the biggest or the best?
Answering these questions and then giving your answers to consumers employs your words profitably. We live in a time when consumers want information. Give them what they want. In doing so, communicate specifics. Don't grab words that communicate nothing or a vague generality. Tell consumers exactly what you want to say and what they want to hear.
This will require thinking on your part. To encourage you to think through your words, consider that each word you use costs $100. How many $100 bills do you want to waste?
Saturday, April 11, 2009
A Question of Objectives
This morning I stopped by the Girl Scout regional office to buy some cookies. Since I hadn’t been approached by any troop member this season, I had not had the opportunity to purchase cookies. I hadn’t been concerned about missing out on the cookies, however, because the past few years when I had wanted more cookies I had stopped by the regional office and had bought cookies there. I usually had stopped to buy lemon cookies, my favorite because their flavor is so intense.
After watching a recent story on Girl Scout cookie sales, I thought about those lemon cookies. My thoughts tickled my taste buds, and, today, when I was in vicinity of the Girl Scout office, I seized the chance to satisfy my craving and buy some cookies. As I entered the reception area where they have their store, my eyes scanned the room for boxes of cookies. I saw no cookies where they were displayed last year nor any where they were displayed the year before. Scouring the entire room with my eyes, I thought, “Where are the cookies?”
Desperate, I approached the receptionist and asked, “Where are the cookies?”
“We’re not selling them this year,” she replied. “The decision was made to credit the troops with the sale so the cookies are only being sold at the cookie booths around town. The nearest one is at the local grocery store, and the booth is open from 11:00 a.m. to 2:00 p.m. on Saturday.”
“Oh,” I returned. “Thank you.”
As I walked out the door, I realized that I probably won’t get those lemon cookies this year because being at that store during those hours on a Saturday will take an exceptional effort on my part and is unlikely to happen. Mulling this incident over further, I was struck by what I had just experienced.
I encountered the result of objectives.
The Girl Scout’s objective was to “credit the troops with the sale.” Their objective was not to sell more cookies. Their objective was not to maximize cookie sales. Their objective was not to make it easy for the customer to buy cookies. No, their objective was to “credit the troops with the sale.”
With that objective in mind, the troops set up cookie booths at a time convenient to them in a location convenient to them. At that time and in that place they will get credit for every box of cookies that they sell. With certainty, they will achieve their objective.
When I talk to business people about setting objectives, I emphasize how important objectives are in achieving results. At times I get the impression that objectives are viewed as busywork, something that does not matter. This incident at the Girl Scout office proves otherwise. What you set out to achieve will determine your result.
While I am appalled that an objective would not include selling more cookies and maximizing cookie sales, this experience has reminded me that more sales are not everyone’s objective. My purpose in sharing this incident with you is not to judge whether the Girl Scouts’ objective was correct or not. My purpose is to point out that what you set out to do will determine what you accomplish. It will affect how you run your business. It will mold how you develop your customers. Objectives are very important.
What are your objectives? Are they in writing? Do you review them often?
After watching a recent story on Girl Scout cookie sales, I thought about those lemon cookies. My thoughts tickled my taste buds, and, today, when I was in vicinity of the Girl Scout office, I seized the chance to satisfy my craving and buy some cookies. As I entered the reception area where they have their store, my eyes scanned the room for boxes of cookies. I saw no cookies where they were displayed last year nor any where they were displayed the year before. Scouring the entire room with my eyes, I thought, “Where are the cookies?”
Desperate, I approached the receptionist and asked, “Where are the cookies?”
“We’re not selling them this year,” she replied. “The decision was made to credit the troops with the sale so the cookies are only being sold at the cookie booths around town. The nearest one is at the local grocery store, and the booth is open from 11:00 a.m. to 2:00 p.m. on Saturday.”
“Oh,” I returned. “Thank you.”
As I walked out the door, I realized that I probably won’t get those lemon cookies this year because being at that store during those hours on a Saturday will take an exceptional effort on my part and is unlikely to happen. Mulling this incident over further, I was struck by what I had just experienced.
I encountered the result of objectives.
The Girl Scout’s objective was to “credit the troops with the sale.” Their objective was not to sell more cookies. Their objective was not to maximize cookie sales. Their objective was not to make it easy for the customer to buy cookies. No, their objective was to “credit the troops with the sale.”
With that objective in mind, the troops set up cookie booths at a time convenient to them in a location convenient to them. At that time and in that place they will get credit for every box of cookies that they sell. With certainty, they will achieve their objective.
When I talk to business people about setting objectives, I emphasize how important objectives are in achieving results. At times I get the impression that objectives are viewed as busywork, something that does not matter. This incident at the Girl Scout office proves otherwise. What you set out to achieve will determine your result.
While I am appalled that an objective would not include selling more cookies and maximizing cookie sales, this experience has reminded me that more sales are not everyone’s objective. My purpose in sharing this incident with you is not to judge whether the Girl Scouts’ objective was correct or not. My purpose is to point out that what you set out to do will determine what you accomplish. It will affect how you run your business. It will mold how you develop your customers. Objectives are very important.
What are your objectives? Are they in writing? Do you review them often?
Judging a Business
"You can always tell how a business is run," my former boss was fond of saying, "by its restrooms. If they are clean, the business is well-run. If not, the business does not pay attention to what is important to the customer."
His wisdom came to mind the other day when I entered an impeccably-kept restroom. This room had been well-designed with windows just below the ceiling that allowed lots of natural light. Beyond clean, the room was beautifully painted in bright, attractive, organic colors. It was inviting to enter.
The next day, I entered another restroom that was very well-kept. In contrast to the earlier restroom which was in a new building, this restroom was in a very old building. That fact, however, did not prevent the business owner from presenting an attractive room. The room had warm lighting, featured a large, beautiful painting, and an overall appealing decor. Although the business, which was a restaurant, was not in a large space, the restroom was spacious, with plenty of area in which to move around.
A couple of days ago, the owner of a doggie day care which just expanded gave me a tour of the new facility and pointed out the effort that she had put into the restrooms painted in fun colors and graced with appropriate dog-world titles on the door fronts. "Are these too much?" she wondered.
"No, they are fun and fittingly-named," I encouraged.
Beyond Cleanliness All three of these businesses paid attention to their customers by establishing and maintaining impeccably clean restrooms. In addition, they both went beyond clean by offering attractive rooms which reflected the personality of the business. The doggie day care created a fun atmosphere which is what it offers dogs; the restaurant displayed art which tied into its theme; and the first business established a natural, organic feel which reflected its focus. These restrooms marketed these businesses to their customers. Their design communicated each business's unique selling proposition.
Every communication with customers markets your business. The condition of restrooms speaks volumes to your customers and has a direct bearing on their current and future transactions with your business. Customers judge your business by many factors, one of which is your business's facility. The design of your business's restrooms communicates or markets to your customer how much you pay attention to detail and how much you care about their comfort.
Take a fresh look at your restrooms. How can they look more than clean? How can they better reflect your business's personality? How can they market to your customer?
His wisdom came to mind the other day when I entered an impeccably-kept restroom. This room had been well-designed with windows just below the ceiling that allowed lots of natural light. Beyond clean, the room was beautifully painted in bright, attractive, organic colors. It was inviting to enter.
The next day, I entered another restroom that was very well-kept. In contrast to the earlier restroom which was in a new building, this restroom was in a very old building. That fact, however, did not prevent the business owner from presenting an attractive room. The room had warm lighting, featured a large, beautiful painting, and an overall appealing decor. Although the business, which was a restaurant, was not in a large space, the restroom was spacious, with plenty of area in which to move around.
A couple of days ago, the owner of a doggie day care which just expanded gave me a tour of the new facility and pointed out the effort that she had put into the restrooms painted in fun colors and graced with appropriate dog-world titles on the door fronts. "Are these too much?" she wondered.
"No, they are fun and fittingly-named," I encouraged.
Beyond Cleanliness All three of these businesses paid attention to their customers by establishing and maintaining impeccably clean restrooms. In addition, they both went beyond clean by offering attractive rooms which reflected the personality of the business. The doggie day care created a fun atmosphere which is what it offers dogs; the restaurant displayed art which tied into its theme; and the first business established a natural, organic feel which reflected its focus. These restrooms marketed these businesses to their customers. Their design communicated each business's unique selling proposition.
Every communication with customers markets your business. The condition of restrooms speaks volumes to your customers and has a direct bearing on their current and future transactions with your business. Customers judge your business by many factors, one of which is your business's facility. The design of your business's restrooms communicates or markets to your customer how much you pay attention to detail and how much you care about their comfort.
Take a fresh look at your restrooms. How can they look more than clean? How can they better reflect your business's personality? How can they market to your customer?
Thursday, March 26, 2009
The People Difference
While corporate excess, greed, and mismanagement are exposed on a daily basis, last night I saw a news piece on NBC called Making a Difference which showed the difference between some large corporations and many small businesses. The piece featured Joe Works, owner of B& W Trailer Hitches from Humboldt, Kansas. Although business had slowed, he didn’t feel right laying off his employees, many of whom had become friends. Instead, he kept them on the payroll and sent them out into the community to fix what needed fixing: a baseball diamond, children’s playground, a church, and more.
Joe hasn’t forgotten his roots. He and his partner started the business in a garage in 1987. His partner, Roger Baker, had been having difficulty in his classic car restoring business, and Joe had been having trouble keeping the family farm. They joined forces, initially, to make the best truck bed. They accomplished that goal, producing a durable bed that looked good. As their reputation spread, they branched out into headache racks, tool boxes, matched paint, and pin striping.
Then they designed a hitch which revolutionized the gooseneck hitch industry. At that time, the best way to get rid of a hitch when it was not in use was to install it on a large plate that folded down. The installation required cutting a hole in the truck bed. Joe and Roger addressed this problem and designed a ball hitch which could be pulled out, turned over, and stowed underneath the truck bed when not in use. They called this new hitch the turnover ball. Today, every manufacturer of gooseneck hitches uses a variation of Joe and Roger’s ball and storage system.
Joe and Roger designed a better truck bed, a better hitch, and a better business.
In 2006, B & W was chosen one of America’s top ten machine shops. The award was based on safety, quality, productivity, on-time delivery, employee training, employee retention, and continuous improvement. Joe’s commitment to these factors has not wavered. With slow sales, his focus is still on his employees. He views them as human beings, friends, and neighbors. He also sees them as an important part of B & W’s operation.
Therein lies a substantial difference between many small businesses and many large corporations. Most small business owners care about their employees. They see their employees as individuals. They understand how much their employees contribute to the operation of the business.
Many corporate managers view employees as only people occupying positions. They see their employees as nameless, faceless, meaningless parts of the organization which may be changed or discarded at will with no consequence to the business. They don’t care about the individual. They don’t understand how the individual makes or breaks a business.
That is one of the reasons why many large corporations are in trouble right now.
Valuing employees’ contributions to the business and respecting them as individuals contribute to the health of the operation. These are reflections of management’s attitude toward customers, too. Customers are handled with the same respect, or lack thereof, as are the employees. Management sets a culture as to how people are treated, and that culture permeates the entire organization. Whether it pertains to an employee or a customer, how a business treats people makes the difference in its success or failure.
How does your business treat people?
Joe hasn’t forgotten his roots. He and his partner started the business in a garage in 1987. His partner, Roger Baker, had been having difficulty in his classic car restoring business, and Joe had been having trouble keeping the family farm. They joined forces, initially, to make the best truck bed. They accomplished that goal, producing a durable bed that looked good. As their reputation spread, they branched out into headache racks, tool boxes, matched paint, and pin striping.
Then they designed a hitch which revolutionized the gooseneck hitch industry. At that time, the best way to get rid of a hitch when it was not in use was to install it on a large plate that folded down. The installation required cutting a hole in the truck bed. Joe and Roger addressed this problem and designed a ball hitch which could be pulled out, turned over, and stowed underneath the truck bed when not in use. They called this new hitch the turnover ball. Today, every manufacturer of gooseneck hitches uses a variation of Joe and Roger’s ball and storage system.
Joe and Roger designed a better truck bed, a better hitch, and a better business.
In 2006, B & W was chosen one of America’s top ten machine shops. The award was based on safety, quality, productivity, on-time delivery, employee training, employee retention, and continuous improvement. Joe’s commitment to these factors has not wavered. With slow sales, his focus is still on his employees. He views them as human beings, friends, and neighbors. He also sees them as an important part of B & W’s operation.
Therein lies a substantial difference between many small businesses and many large corporations. Most small business owners care about their employees. They see their employees as individuals. They understand how much their employees contribute to the operation of the business.
Many corporate managers view employees as only people occupying positions. They see their employees as nameless, faceless, meaningless parts of the organization which may be changed or discarded at will with no consequence to the business. They don’t care about the individual. They don’t understand how the individual makes or breaks a business.
That is one of the reasons why many large corporations are in trouble right now.
Valuing employees’ contributions to the business and respecting them as individuals contribute to the health of the operation. These are reflections of management’s attitude toward customers, too. Customers are handled with the same respect, or lack thereof, as are the employees. Management sets a culture as to how people are treated, and that culture permeates the entire organization. Whether it pertains to an employee or a customer, how a business treats people makes the difference in its success or failure.
How does your business treat people?
Friday, February 20, 2009
Consistency and Frequency Matter
I was inputting new e-mails into my Insight list recently and was reminded how many business people do not have e-mails at their Web sites. If you are one of these people, I hope that this Insight will give you a reason to change your e-mail. If you do, please let me know. I want to keep sending you Insights.
Why does having your e-mail at your Web site matter?
In marketing, which is communicating with your customer, you are smart to take every opportunity to tell your story. You want to reinforce your message frequently. An important part of your message is your business's name. Your customer finds you, remembers you, and refers you by your business's name. Therefore, you want to repeat your business's name at every opportunity so that your customer has easy reference to it.
If you are marketing smart, your business Web site domain name is your business's name. Allow no shortcuts. Make your domain name your complete business name. Then, every time you give out your Web site, you are giving your business's name. If your e-mail is at your Web site, every time you give out your e-mail, your are giving out your business's name, too.
You are also giving out your Web site address. In so doing, you are making it easy to know your Web site address. When your e-mail is at your Web site, every time that you give out your e-mail, your are subtly promoting your Web site.
Think about it.
How many times do you give out your e-mail address? How many times does someone use your e-mail address? How much reinforcement of your Web site would you receive if every time someone e-mailed you they saw or typed your Web site? How easy would you make it for them to go to your Web site and learn more about your business?
E-mail has become the preferred business communication method. This presents a marketing opportunity similar to that presented with snail mail. When someone sends you a envelope via snail mail, that person writes out your business name and address, right? Every time your business name is written, that name is reinforced to the person writing. If you have your e-mail at someplace other than your Web site, every time your e-mail is written, you are reinforcing some other business. That is akin to having your snail mail sent to another business's address. Why would you want to promote Yahoo or Hotmail or some other business?
You don't. You want to promote your business.
In marketing your business, consistency and frequency matter. They solidify your business in your customer's mind. They promote and encourage your customer to do business with you more often. They remind your customer that your business exists. Having your e-mail at your Web site offers both. That is a little thing that makes a big difference in marketing your business. If you don't have your e-mail address at your Web site, change it. Do so today.
Why does having your e-mail at your Web site matter?
In marketing, which is communicating with your customer, you are smart to take every opportunity to tell your story. You want to reinforce your message frequently. An important part of your message is your business's name. Your customer finds you, remembers you, and refers you by your business's name. Therefore, you want to repeat your business's name at every opportunity so that your customer has easy reference to it.
If you are marketing smart, your business Web site domain name is your business's name. Allow no shortcuts. Make your domain name your complete business name. Then, every time you give out your Web site, you are giving your business's name. If your e-mail is at your Web site, every time you give out your e-mail, your are giving out your business's name, too.
You are also giving out your Web site address. In so doing, you are making it easy to know your Web site address. When your e-mail is at your Web site, every time that you give out your e-mail, your are subtly promoting your Web site.
Think about it.
How many times do you give out your e-mail address? How many times does someone use your e-mail address? How much reinforcement of your Web site would you receive if every time someone e-mailed you they saw or typed your Web site? How easy would you make it for them to go to your Web site and learn more about your business?
E-mail has become the preferred business communication method. This presents a marketing opportunity similar to that presented with snail mail. When someone sends you a envelope via snail mail, that person writes out your business name and address, right? Every time your business name is written, that name is reinforced to the person writing. If you have your e-mail at someplace other than your Web site, every time your e-mail is written, you are reinforcing some other business. That is akin to having your snail mail sent to another business's address. Why would you want to promote Yahoo or Hotmail or some other business?
You don't. You want to promote your business.
In marketing your business, consistency and frequency matter. They solidify your business in your customer's mind. They promote and encourage your customer to do business with you more often. They remind your customer that your business exists. Having your e-mail at your Web site offers both. That is a little thing that makes a big difference in marketing your business. If you don't have your e-mail address at your Web site, change it. Do so today.
Tuesday, February 3, 2009
A "Super" Opportunity Missed
During the past few days we have witnessed the one time each year that press and advertising meld. The topic which brings these two normally opposing teams together is the commercials aired during the Super Bowl. To many in marketing, including me, the action of press and advertising joining forces is amazing. However, this has become a cultural phenomenon. The "Super Bowl commercial watch" is as big as the game. To some, the commercials are more important than the game.
What's up with that?
When I sold television advertising, clients often commented to me about the cost of the Super Bowl commercials, which this year was three million for thirty seconds. Unable to grasp paying that much for that little a time, these clients were shocked. They thought that the dollar outlay was foolish. They couldn't believe that a business could reap enough from the ad to make spending three million worthwhile. "Why would someone do that?" they asked.
I replied, "Because they get more than the normal thirty seconds."
First of all, they get thirty seconds to sell to the largest audience of the year. Although some viewers may be taking a break during commercials, with that large an audience you have a good chance to reach more people than at any other time.
Second, before the game the press anticipates the commercials and gives them lots of buildup. Last Friday the Today Show had a significant segment previewing the commercials with two experts commenting on them. "In general," one noted, "this year's commercials are more pragmatic. Many are promoting Web sites, such as monster.com and carrerbuilder.com. Denny's has a surprise, which we cannot disclose, and Pedigree takes a different tack on adopting a dog by never showing one in the commercial."
Although they cannot show more than five seconds of any commercial in their sneak peeks, the attention drawn to the commercials by the news segments feeds the viewers’ desire to see them. No other commercials get this buildup. The buildup permeates all media: online, radio, and print. The commercials may air on one network, but all media cover them.
Third, after the game the talk about these commercials continues. Viewers are able to vote online for their favorite. Coworkers debate which one they liked best. The press spends much of Monday reviewing and discussing the fans' favorites, the critics' favorites, and the anchors' favorites. In fact, once a commercial has aired on the Super Bowl, it has the potential to be forever a part of the media's Super Bowl coverage. A television show, The Greatest Super Bowl Commercials, aired for one hour last Friday. This gives a company with a good commercial an opportunity to get that commercial aired again and again and again several times every year around the Super Bowl for no additional dollar outlay.
Think about it. Can you think of any other commercial which receives this amount of attention from all the press and all the country for that amount of time?
In light of this attention, why don't local businesses prepare special commercials for the Super Bowl and get local press coverage about their commercials? The "Super" opportunity is certainly there. Local press would love to pick up a story about a local business which took the extra effort to prepare a "Super Bowl" caliber commercial.
This doesn't happen because local businesses do not know how to use publicity, much to their detriment. Although this is the only "Super" opportunity, local businesses have many other press opportunities that they miss, too.
Which of them have you missed?
What's up with that?
When I sold television advertising, clients often commented to me about the cost of the Super Bowl commercials, which this year was three million for thirty seconds. Unable to grasp paying that much for that little a time, these clients were shocked. They thought that the dollar outlay was foolish. They couldn't believe that a business could reap enough from the ad to make spending three million worthwhile. "Why would someone do that?" they asked.
I replied, "Because they get more than the normal thirty seconds."
First of all, they get thirty seconds to sell to the largest audience of the year. Although some viewers may be taking a break during commercials, with that large an audience you have a good chance to reach more people than at any other time.
Second, before the game the press anticipates the commercials and gives them lots of buildup. Last Friday the Today Show had a significant segment previewing the commercials with two experts commenting on them. "In general," one noted, "this year's commercials are more pragmatic. Many are promoting Web sites, such as monster.com and carrerbuilder.com. Denny's has a surprise, which we cannot disclose, and Pedigree takes a different tack on adopting a dog by never showing one in the commercial."
Although they cannot show more than five seconds of any commercial in their sneak peeks, the attention drawn to the commercials by the news segments feeds the viewers’ desire to see them. No other commercials get this buildup. The buildup permeates all media: online, radio, and print. The commercials may air on one network, but all media cover them.
Third, after the game the talk about these commercials continues. Viewers are able to vote online for their favorite. Coworkers debate which one they liked best. The press spends much of Monday reviewing and discussing the fans' favorites, the critics' favorites, and the anchors' favorites. In fact, once a commercial has aired on the Super Bowl, it has the potential to be forever a part of the media's Super Bowl coverage. A television show, The Greatest Super Bowl Commercials, aired for one hour last Friday. This gives a company with a good commercial an opportunity to get that commercial aired again and again and again several times every year around the Super Bowl for no additional dollar outlay.
Think about it. Can you think of any other commercial which receives this amount of attention from all the press and all the country for that amount of time?
In light of this attention, why don't local businesses prepare special commercials for the Super Bowl and get local press coverage about their commercials? The "Super" opportunity is certainly there. Local press would love to pick up a story about a local business which took the extra effort to prepare a "Super Bowl" caliber commercial.
This doesn't happen because local businesses do not know how to use publicity, much to their detriment. Although this is the only "Super" opportunity, local businesses have many other press opportunities that they miss, too.
Which of them have you missed?
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