Is it really possible for a multi-billion-dollar business's multi-million-dollar TV sponsorship to serve as an object lesson for the small-business marketer? Why, yes. Yes it is. And here's how Hollywood helps us see the limelight.
Shorter, longer, better, worser, richer...what the heck? Mayhem! An authority is saying it's time to make audio advertisements shorter. We propose something much more radical: make them better. But will that ever happen? Is the market even capable of making that happen?
In a vast field of high-priced, one-time, 5-million-dollar stunt spots, the Super Bowl commercials handed to us by one particular, multi-billion-dollar advertiser serve as a shining example of how to create a campaign that is relevant, cost-effective, and scalable for even the smallest small-business owner.
The Super Bowl is almost ever a good example of advertising for the small-business owner. But the 2017 Super Bowl gives us a Hall Of Shame example that is so good and so scalable, it could be worth millions to even the smallest business. But why would you use a Hall of Shamer as an example to follow?
Usually, the week after the Big Super Game With The Trademarked Name is reserved for endless critiques of the advertising mayhem therein. We begin our critique next week. Today, it's worth looking at a lesson from The Super Advertising Hall Of Shame and seeing what we can learn from someone else's $2-million oops.
Doors have been replaced by windows, we live in an age of snap judgments, and if you don't know your brand and make it accessible, you could be losing lots of business.
It's completely understandable that branding can scare the heck out of people. But here's the deal: Without that fear, you have to ask yourself: is that brand going to be good enough?
Last time, a fan from Romania asked how to brand a business--and says that many marketing experts tell small businesses they should not brand at all, but do only direct-response advertising. That makes us CRAZY, and we explain it away with the Football Branding Metaphor. We again recap what brand really is. Then, a quick and shiny example of how we begin branding a small business, and how you can also learn the secret steps to making magic happen.
A fan from Romania asks how to brand a business--and says that many people say small businesses should not brand at all, but do only direct marketing--which makes us CRAZY. We review what brand really is and give a case study of a solopreneur whose business exploded by branding.