It's my favorite time of the year (besides Christmas, Thanksgiving, summer vacation and Talk like a Pirate Day) and I can't wait to see the Super Bowl ads tonight! It's a ridiculous amount of money... $3.5 million for a 30 second ad in 2012, and that doesn't include production costs. The value, however, goes on much longer than 30 seconds.
For weeks to come... at work, at home, on television, radio and most notably on YouTube...these commercials will be viewed and talked about over and over again. Why? Not simply because they were played during the Super Bowl, but because the advertisers brought their "A" game to the right people at the right time.
What can independent school communication professionals learn from these ads?
Let's peel it back...
"A" game - the commercial is GOOD! (quality production, evokes emotion)
The right people - the commercial is relevant (appropriate message for the intended audience)
The right time - most people are watching and celebrating together (create memorable experience)
Watch the new Honda Ad that will be featured this evening...
Next time you are creating a communication piece use these three standards as a guide. Is it a quality piece, with relevant information that will engage my audience? Of course, you won't need to spend millions, but hopefully it will help you raise millions.
Happy Super Bowl Sunday!
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