3 Super Bowl Commercial Fumbles

Welcome to this episode of 3 in 3 with Mike Capuzzi - the only web tv show guaranteed to give you three High Impact Marketing tips in only three minutes or less!

I'm Mike Capuzzi and thanks for watching.

Well it has finally happened in my lifetime.  Last night the Philadelphia Eagles won their first Super Bowl.

For anybody who isn’t from this area or isn’t a football fan, I realize you probably don’t get it, but for us Philly folks this is historical.

As I watched the game last night I wasn’t focused on marketing, but after watching another year of Super Bowl commercials, I cannot help myself.

On this episode of 3 in 3, I am going to share 3 things you typically won’t see in a Super Bowl commercial, but you would see if I was producing one.

They are three fundamental, direct marketing reminders for all of us so get ready for 3 in 3!

High Impact Marketing Tip #1: Always make an offer

The first thing you typically don’t see in a Super Bowl commercial is a direct offer.

You will see implied offers, but today, an implied offer is typically ignored.

All good direct marketers know that you must always include an offer in any advertising and marketing media you are using.

It can be a specific offer to receive information.  It can be a specific offer to purchase.

It can be a specific offer to visit your place of business.

Remember – always make an offer!

High Impact Marketing Tip #2: Give a reason to respond now

The second thing you typically don’t see in a commercial during the big game is a reason to respond right now – while you’re watching the game.

Think about the way most people watch the game.

If you’re lucky, you have a few seconds to get their attention and possibly get them to take immediate action – if the offer is good enough.

So why not give viewers a reason to respond now – before the game starts back up again.

Imagine a commercial that drove viewers to a specific website to exchange their info for a great offer.  That would be a powerful commercial.

Remember an offer without a specific deadline, really isn’t an offer.

High Impact Marketing Tip #3: Follow-up

The final thing you probably will never see a Super Bowl advertiser do is follow-up from their TV commercial.

The obvious reason for this is that these ads do nothing to get viewers to exchange their information so that follow-up can occur.

Today, more than ever, it takes more energy and more focus to get people to take action and the best way to do this is an effective follow-up strategy, using multiple forms of media.

If there are leaks in your follow-up, now is a good time to review and improve.

So that wraps up this final "Philly Phocused" episode of 3 in 3.

I hope you use this episode as a reason to review your current marketing efforts and make sure you are not making the same mistakes.

Congratulations to the Philadelphia Eagles organization.

I hope you profit from the tips I’ve shared and until next time, keep on marketing!

UPDATE:

Ironically, a few hours after posting this, I saw a great example of the type of TV spot I was referring to above from Sports Illustrated offering three free gifts if I sign up for a year subscription.  The gifts, the offer and the simple call-to-action is exactly what most of the game advertisers missed.  Nice job Sports Illustrated!