The price of engagement has gone up. But to what end, and is there a way to get around it? Why does a Super Bowl commercial cost so much? Read on to find out what that means for the majority of us marketers that don’t have that kind of room in the budget.
Rob Siltanen published an Forbes article last year indicating that he has “long believed the Super Bowl to be one of the smartest investments a company can possibly make. In fact, the Super Bowl makes more sense today than ever before.” While I don’t believe I could look any of our clients in the eye and recommend they drop $4M on an ad buy for the Super Bowl and the average $1M price tag on production. I can agree with the point Rob is making, studies prove that 50% of the 110 million viewer audience tune in just to watch the commercials.
While commercials are often considered interruptions to entertainment, the Super Bowl is the one time of year where the commercials are the entertainment.
So Rob argues that ultimately this investment makes sense because of the opportunity for enormous engagement with your brand and for your internal team and employees. I’d argue that there are much better ways to drive for engagement for the rest of the 99% brands in the U.S. that are trying to be heard.
What if you could create engagement for you brand year round? What if the “entertainment” that you produced and shared with your customer and created engagement around was rather the solution that your provide? Lastly, what if you didn’t waste your money on getting your brand in front of the eyeballs of 110 million viewers but rather a select number of customers you actually need to grow your business?
The right-sized solution for the rest of us is content marketing. In fact content marketing was invented because outside of the Super Bowl advertising is mostly about interruptions (hint: that’s why a DVR exists) Content marketing as defined by the CMI is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
I don’t know about you, but I’d rather build my business around a $50,000 investment in content marketing initiatives targeting a specific market that I’m trying to sell to. Rather than see that money go to paying for 1% of a gamble for getting my brand in front the eyeballs of mostly unqualified leads.
You see by that is meant to be sincerely helpful to your prospective buyers and doing that consistently, you can truly gain the trust and the eyeballs of qualified leads for your product or service. If you’d like to learn more about what producing profitable customer action is all about let us know you’re interested and we’ll set up a phone call where we can let you know how to do just that without spend $4,000,000 on an ad.