Sunday, February 05, 2006

Want To Waste Millions? Run A Super Bowl Ad

I hope all of you enjoyed yesterday’s Super Bowl, especially the ads.  Because if there’s one lesson you should learn from Super Bowl ads, it's this...

…they don’t work.  

How do I know?  The answer is pretty easy.  Of all the commercials, how many of the products or companies do you remember?  You might remember the commercials...

…I mean, who wouldn’t?  They’re funny and entertaining.  

But being funny and entertaining is not the purpose of advertising.  The purpose of advertising is to sell.  No one will know if these ads were worth the millions that were spent on them because there is no way to measure which sales were made because of a Super Bowl ad.

Some people might argue that Super Bowl ads are for branding.  Branding has its place, but most branding experts will tell you that if no one remembers your company’s name from an ad, then you’re not branding effectively.  

If you are putting out ads, don't let yourself get sucked into the "Super Bowl" mindset.  Ads are not there to make people laugh.  They are there to make people buy.  The companies that advertise during the Super Bowl have a LOT of money to lose, so it's not a big deal to them.

But most of us cannot afford to throw away millions.  Therefore, when you advertise, use direct response advertising that can be ruthlessly tracked and measured for results.  That way you will know which ads make you money and which ads are a waste of $$.  

To Your Success,

Carlon Haas

1 comment:

Steve Harper said...

Amen. We had a client years back that did the sock puppet. 6 Months later, they declared bankruptcy and sacked my company for abot 20K. Super Bowl ads should be left to the big guys like Budweiser!