The Big Game vs. The Big Picture

Geile/Leon Marketing Communications

The Big Game vs. The Big Picture

Every industry has “their Super Bowl.” Some have conventions, others have awards shows, but for advertising professionals, our Super Bowl is, well, the Super Bowl. Each year, major brands pony up massive amounts of money for a 30-second spot during the big game, often launching new campaigns or products in the process. It’s the biggest stage for big ideas. But is it really worth it? And what’s it look like in the big picture of full-funnel marketing?

During this year’s Super Bowl, a 30-second spot cost up to $5.2 million. According to Digiday, that sum of money could also have bought:

  • 32 years’ worth of mobile video ads.
  • 33 social media games.
  • 4 weeks of Snapchat lenses.
  • 2 million more people reached on Facebook.
  • 2.6 billion Instagram impressions.
  • 2.6 million paid search clicks on Amazon.
  • 1.85 billion display ad impressions.
  • 8 posts from Selena Gomez.

In the past, perhaps the Super Bowl was worth the super spend. But today, advertisers don’t face the same limitations or challenges in creating a media plan that will reach their target audience. Marketing and media have evolved into a new, better era.

Instead of forking up millions of dollars to cast one big net and message trying to capture all of the various audiences watching the Super Bowl, a more diverse media spend allows you to tailor specific messages to specific audiences – and do it at every stage of the sales funnel for a fraction of the cost.

That’s what full-funnel marketing is all about. Reaching your different audiences with tailored messages through the mediums that they interact with the most. Every touch point has a different “specialization” in what audience they impact the most and in what kind of message will be most effective in progressing them through the next stage of the sales funnel. Why waste your dollars on marketing efforts that are anything less than as efficient as possible?

Look again at the Digiday list above. Imagine an integrated media approach that includes different messages, different mediums for different audiences at different stages of the sales funnel spread across all of those different purchase decision points over a length of time. Now, what sounds better? That? Or one 30-second spot that costs more and is aired one time?

If you’d prefer the first choice, you’re doing just Super. Get a free copy of the Full Funnel Marketing Guide here.

Trending From G/L: Crock-Pot Is Innocent!

Geile/Leon Marketing Communications

Trending From G/L: Crock-Pot Is Innocent!

Warning: Spoilers ahead for season two of This Is Us.

After the heart-wrenching reveal of Jack Pearson’s anticipated death in last week’s episode of This Is Us, viewers learn that a Crock-Pot—err, slow cooker ignited the fire that consumed the Pearson’s house, ultimately leading to Jack’s fatal heart attack. What happened next, you would never expect.

Fans took to social media in anguish and shock that Crock-Pot could ever be the culprit of such tragedy. Could it be? Nope.

Due to an overwhelming amount of concern Crock-Pot was receiving from This Is Us fans, Crock-Pot had to address their role in the fictional storyline. In a hilarious, but totally serious statement, Crock-Pot responded:

Crock-Pot understands the concerns brought up by last night’s episode of This Is Us, and we too are heartbroken by the latest development in Jack’s storyline. However, it is important that our consumers understand and have confidence that all Crock-Pot slow cookers exceed all internal testing protocols and all applicable industry safety standards and regulations as verified by independent third-party testing labs. For nearly 50 years, with over 100 million Crock-Pots sold, we have never received any consumer complaints similar to the fictional events portrayed in last night’s episode. In fact, the safety and design of our product renders this type of event nearly impossible.

In the same statement, Crock-Pot asked NBC’s This Is Us to take some responsibility to inform the public regarding the product’s safety.

This Is Us delivered a brilliant response across all of its social platforms featuring Milo Ventimiglia seemingly making amends with Crock-Pot. See the video below: