Another Super Bowl come and gone. Every year there is a lot of hype and hoopla and it’s an event to enjoy. This year I thought I would share what are some valuable lessons for sales, marketing, work and life all gleamed from the Super Bowl.
First of all, let’s start with a few observations about the advertisements. I am always amazed at the money spent on the ads, the creativity, the well designed ads and the really poor ads as well. The number one reason for an advertisement is to sell something. I believe David Ogilvy said that and I concur. Millions of dollars are spent on ads that don’t sell, don’t position a product to sell the money is wasted. I always ask myself after an ad what was the product that was just advertised. Oddly enough, every year there are ads where even right after the ad ran, I cannot tell you what the product is.
Humor is a great communication tool. However, humor alone does not mean you have a great advertisement. Humor should help convey the message of the product you are selling but it should not be the message itself. So many agencies are vying for the ego driven award of funniest Super bowl Advertisement rather than the ad that drives the most sales.
Let’s examine two of the Super Bowl Ads that were very effective. I chose two of the simplest ads as a point about how to be affective with ads. First off, let’s look at the Google advertisement. The Google ad was simple but ingenious because it used several great points. The Google ad was told in a story. Remember, facts tell, stories sell. The Google advertisement used emotion. Emotion is one of the greatest connecting forces in nature. The Google ad also used subtle enthusiasm and humor through the example told by the story. The ad showed Google being Google. Brilliant! You were reminded to use Google right then and there with your laptop while watching the Super Bowl.
Next up, let’s examine the ad from Denny’s. Denny’s managed to use humor with a direct response message to take action now that heightened the brand at the same time. The ad was simple. A great deal on breakfasts at Denny’s this week and it’s going to take a whole lot eggs to serve everyone coming in. Once again, the ad was simple, but very effective. The real measure of success for any of these ads comes from sales that now occur because of these ads. The real measuring began immediately after the Super Bowl. Feel good points aren’t enough.
Now let’s examine a lesson that combines great elements for work, preparation and life success. Peyton Manning who is one of the greatest quarterbacks of all time was intercepted at the end of the game on a crucial drive. The interception by the defensive back wasn’t just luck or great athleticism. Players and coaches prepare diligently to know the tendencies of the opposing players, coaches and the team in general.
The game of football involves the Theory of Probability. In every situation what is the probability of that something will occur. Everything is measured considering the best, worst and most likely scenario. The interception occurred because of many hours of film study, preparation and Probability Theory thrown into action with great athleticism.
In our lives we generally get what we prepare for, work for and believe. The Super Bowl and the Super Bowl Advertisements are great examples of fundamentals executed properly or poorly. The Super Bowl is just a microcosm of life played out on the big screen.