Like millions of other people, I cannot wait for the Super Bowl. The two-week break between the conference championships and the “Big Game” is excruciating- let’s play already! And as is the case most years, I do not even have a vested interest in the game as I do not have strong feelings to cheer for either the Giants or Patriots. I just want to watch the Super Bowl, enjoy the company of my son’s church youth group, and of course, watch commercials. So do many other Americans; a recent survey by CouponCabin.com found that 37% of persons surveyed watch the Super Bowl primarily for the commercials.
It’s a marketer’s dream come true: People wanting to see ad messages. Unfortunately, that sentiment is limited to Super Bowl Sunday and precious few other occasions such as the Academy Awards broadcast. Otherwise, most of us actively avoid commercial messages. Why? They can be intrusive, annoying, and irrelevant to us. What makes Super Bowl commercials different, and what can we learn from Super Bowl advertising to make us more effective communicators each day of the year?
The Super Bowl has become a cultural celebration as much as it is a championship football game. Advertisers are joining in the festivities rather interrupting our lives as is usually the case. The most popular Super Bowl commercials seem to share a characteristic that people can relate to the message. Whether it is the appearance of a popular celebrity, depiction of a humorous situation in everyday life, or a message that creatively captivates our attention, the best Super Bowl commercials resonate with the audience. In contrast, most ad messages are not as effective because the focus is more on the product and its capabilities, not how it fits with users’ lifestyles and adds value for them.
Let’s adopt the mindset of Super Bowl advertising every day of the year. Marketing messages must be conceived, designed, and executed from the customers’ viewpoint. We must constantly put ourselves in the target market’s shoes and ask the question “What’s in it for me?” Do our advertising messages provide a satisfactory answer? Our goal should be to strive to make marketing as appealing daily as it is on Super Bowl Sunday. May your team (or your brand) win this Sunday.