A “Super” Super Bowl Lesson

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It is almost over. You have almost weathered the storm. This year’s Super Bowl hype will soon be over. $990 for a parking spot? Give me a break! But before we move on to look forward to another baseball season and the $7.00 hot dog, let’s “Get Smart” by going to school and by looking at those Super Bowl commercials.

This idea hit me like most of my ideas hit me … in the middle of the night during my 3 a.m. unplanned wake-up call. This time, I was driven into my home office to make certain I didn’t lose these thoughts by breakfast. I jotted my thought-bites down and began Googling.

The fact that any person in their right mind would spend $2.7 to $3 million for a 30-second commercial is beyond me. Not because the time costs so much, but because the viewers ALREADY know who is talking.

Are any of these companies familiar to you, or are you just dying to find out what they have to offer? I am betting that you ALREADY know who they are: Anheuser Bush? (Bud & Bud Light) Bridgestone; CarMax; Coca-Cola; E*Trade; Mars; Pepsi; Pizza Hut; Skechers; Teleflora.

Of course you know who they are. You not only know who they are, but you know what they do. So why would any marketer in their right mind spend so much money to tell people what they already know? Good question.

I believe the answer is simple. The key lies with the word “people.” People are pretty much the same. They have a limit when it comes to mind space. When you are out of sight you are out of mind. This holds true even if I know you.

These guys are spending a bundle to simply put their name back into the top of their prospect’s mind … if even for just a short time. If they don’t do it, who will?

And so it is with you my friends. Not to the extent of $3 million but certainly along the lines of “visibility.”

Forget your prospects for the time being. Focus on your customers and clients. Are you allowing yourself to fall below the horizon or even off the radar screen? You simply can’t afford to let this happen. You don’t have to budget $3 million for a 30-second spot, but you might have to spend a little time to keep your name out in front of those you care about.

It is too easy to “pretend” you have a mind share. The big boys do not take this for granted and neither should you. Think about this while you are watching the game, and waiting to see those expensive commercials.

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