Tag Archives: Super Bowl

Be Adaptable

Apparently I’m on a bit of a roll this week with the posts that can be applicable to one or more of my categories. I don’t know if that means I’m thinking holistic or being lazy…

First, I have a confession: I’m terrified every time I go to a booking with the booth. The most anxious I’ll ever get, in fact. I used to think it was because I worried whether people would like it, but after doing close to a hundred events, I realized that isn’t the reason.

What it is, I now recognize, is that the setup is never the same twice. Even if I’m going to a repeat venue, or even a repeat event, there’s something that I different that I have to do and I just have to roll with the punches.

This can be said about any aspect of business ownership. Never mind stressing about how set up will go, I don’t even want to get into the non-event related mini heart-attacks I’ve had, but it all comes with the territory. If I can say so myself, I’m getting better at dealing with these, and dare say able to have some fun. It’s important to remember that no one is going to die. Maybe business pain is like physical pain; we don’t have the ability to actively recreate it in our minds.

This bleeds into the need for individuals to be flexible. Things come up at work and in every day life. Nothing’s worse than when you realize the person you’re needing to solve a problem is a “freaker outer” or even worse, the person who lashes out when they get stressed. Every time this happens I want to remind them that they’re not important enough to be freaking out as much as they are, but usually resist the urge.

And now the bit of a reach, but I think it’s applicable: marketing. Especially with the reduction of advertising lead time and venues like social media, being able to adapt is moving from a smart tactic to crucial.

The example I like about this is how Oreo handled the Super Bowl blackout. While a number of companies reacted on social media, I think Oreo took advantage in the best way.

The short version of the story is that when the the blackout occurred Oreo sent out a tweet saying, “Power out? No problem.” The following picture was sent as well:

Oreo Ad

The reason I love this ad is that it is not trying taking a jab at the competition, not is it making a cheap joke at the expense of the Super Bowl. It is making a simple statement, which is obviously true, based on real time events and it wasn’t a hard sell. If someone had Oreos in the house, I would have to think it made people think about going to grab some.

By Oreo, a small business or an individual showing that they are adaptable inspires confidence and respect. It is the thought that if they are able to handle this, then of course they can handle something else. That’s why I’m going to keep trying to be as much as possible in as many aspects of my life.

Super Bowl Sunday

I love the Super Bowl. It’s the biggest annual sporting event in North America and as a fan of sports and football I’m always excited to watch it.

Aside from the football game the Super Bowl is also one of the pinnacles of marketing. It’s not secret that in recent years TV has been falling from its once lofty heights in marketing’s good graces. The way we are viewing TV is changing, which is troubling to advertisers.

You don’t have to think too hard to know what is happening. With the popularity of the DVR, programs are being recorded and the commercials are skipped over. There’s also the issue of online subscription-based services that offer a selection of TV shows and movies, at the fraction of the price of traditional cable. You are also able to watch the shows on demand, meaning you keep your own schedule.

While it’s not like everyone is running out “cable cutting” and there will be no cable in a few years, the fact that young people (once the sought after high-spending demographic TV could reach) are choosing to forgo cable service is shifting the status quo. I have Netflix and probably watch that more than I use my cable service, and I’m not alone in that.

The exception to this trend is, of course, sporting events. People are still watching them live and with no solid service which you can view sporting events online, fans are keeping their cable. An engaged audience who are not skipping the commercials is a marketers dream.

The Super Bowl is the mack-daddy of all North American sporting events. Consistently over 100 million people watch the game and the commercials have become more of a spectacle than the half-time show, for some. People want to see what advertisements are being debuted.

The NFL and networks, of course, know this. This year a Super Bowl ad is costing upwards of $4 million for 30 seconds. Take into account the cost of making the commercial and you have some serious cheddar being dropped for a one-time spot.

This raises the question of whether or not the cost is worth it. This year in particular a Kate Upton Mercedes ad has been getting some attention. There have been some commentators wondering whether Super Bowl watchers are the primary audience of Mercedes and if the ad is worth the cost (i.e. are they going to sell 5,000 more cars than they would of without the ad).

There are arguments for whether or not the ad was worth it and I won’t go into it. At the end of the day I believe that if you have the money (Mercedes does), the ad is interesting (the close to 7 million Youtube views in about two weeks proves it is), and you’re not selling a product that the average Super Bowl watcher doesn’t want (plenty of football fans want a new car), then buying the ad isn’t a bad play.

This form of advertising is brand building. I doubt that the marketers over at Mercedes expect a huge rise in sales over the next few weeks, all on the heels of the ad. It’s a longer term investment, where the car company gets the attention of millions of people and tries to leave an impression. Not to mention with the internet these days, all the fallout traffic they can get with the ad (especially with people like yours truly linking people to it).

To me, the ultimate example of this strategy is Apple’s 1984 Super Bowl ad. When viewing this ad it is important to remember that home computing wasn’t even a thing yet. That ad basically tells you nothing about a new product, which is in a category you didn’t know existed, and you don’t know why you’re supposed to care. And the rest is history.