Benchmark Business Group

Is Your Marketing Strategy "Super" Impactful?

February 14, 2023

It’s been a few days since the Super Bowl. And we’ve had time to discuss whether we liked the commercials or not.

Without a doubt the Tubi ad that "tricked" millions of viewers into looking for their remote garnered a lot of attention. Some thought it was funny and some not so much. However, it did get everyone’s attention in the moment, and in days to come.

For most small businesses the opportunity to advertise on the Super Bowl is out of reach. However, there’s a lot to be learned from the ads. This type of surprise, attention-catching campaign, is based on creating brand awareness. It used a common event (someone accidentally changing the channel) to catch the audience’s attention, creating a highly emotional response, and then tied its brand name to that moment. It created talk and buzz in the media and on social media. Without a doubt, it got people talking, but brand awareness doesn’t always lead to purchases.

For small businesses, brand awareness doesn’t have to be as big as a Super Bowl ad, it can be smaller and more targeted such as sponsoring a local sporting event or putting your logo on a highly visible billboard in your area. It’s all about getting your name out there.

But you may notice that something is missing with brand awareness.

In this particular case the biggest question is what happens after you get your target market’s attention? What then? What’s the call to action? How will knowing the brand’s name help increase sales? Tubi took a big gamble with this. The strategy was most likely if we get a lot of people talking, enough new people will learn about us to sign up for the service.

Most small business owners can’t take this same gamble, especially not one that’s as expensive as a Super Bowl ad, but it’s a good time to take a step back, look at your marketing campaigns and ask:

  • Do we have a hook? Are we creating something that gets our target market’s attention?
  • Are we creating an emotional response? In the Tubi ad, the emotional response to suddenly changing the channel helped us remember that moment. Other ways to create emotional responses is to tap into the pain of the problem or the desire of the audience’s needs.
  • Do we have a call to action? Most small businesses don’t need just brand awareness, they need something to get the audience to take the next step.

As a small business, you probably don’t have the marketing budget for a Super Bowl ad, but that doesn’t mean you can’t take the strategies and apply them to your own business. We also highly suggest using this marketing checklist to help make your marketing campaigns more impactful.

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