Do Super Bowl Advertisers Have More Money Than Brains? Tips for Guerrilla Marketers

Printer-friendly versionPDF version

Understanding the ROI implications of buying into the Super Bowl or other expensive sponsorships is relevant to all companies, large and small. An important tenant of Ron Geskey’s new book, “David vs. Goliath: Guerrilla Media Buying for Small Business, A New Way to Win” is to plan and buy media SMART-- with maximum cost effectiveness-- to get up to 200% more bang for the buck.

The Super Bowl is exciting to watch, debate and bet on. The news media O.D. on it for weeks. It makes for spirited conversation at the water fountain as well as in board rooms. Some of the commercials are a hoot. But does all of that excitement translate to a cost effective investment which will pay out for guerilla marketers seeking sales and ROI?

While smaller companies might consider sponsorships other than Super Bowl, the Super Bowl does provide both large and small companies with an example of how to determine whether or not a media buy or sponsorship is cost effective.

What are some of the more important ROI related considerations for deciding whether to Super Bowl or not to Super Bowl or other expensive sponsorship?:

1. Understand the Actual TOTAL Investment - For example, the Super Bowl’s time cost of $2.6 million per :30 is only the tip of the iceberg because most advertisers spend millions more in special commercial production, effects, talent and promotion. Is the investment still worth it?

2. Understand that Audience Size is Not Related to ROI - Although the Super Bowl is #1 in ratings, research has found no relationship between size of ratings and commercial effectiveness.

3. Be Smart Enough to Understand that a 500% Cost Premium Makes Positive ROI Almost Impossible - You can buy 5-6 times more quality exposure elsewhere.

4. But People Watch Super Bowl Commercials! - True, commercials have become a Super Bowl attraction but attention levels to alternative programming is as good.

5. But Doesn’t the Excitement of Just Being in the Super Bowl Cause More Consumers to Purchase? - Not according to the research.

6. But I Love to Watch the Commercials! – High commercial recall without a shift in brand purchasing intentions is a waste of stockholder dollars.

About “David vs. Goliath..."
“David vs. Goliath” is a new book especially for small/mid size business owners, entrepreneurs, and others who want to grow their business, but may lack the capital to “make over” the entire business—e.g., location, facility, merchandise, positioning, pricing strategy, etc. to better compete with much larger competitors. Instead, many small businesses can increase Share of Market and Profit by increasing their Share Voice-- by using and buying traditional and non traditional media more efficiently and effectively. “David vs. Goliath” teaches readers the basics of what they need to know to plan and buy media to realize 50-200% increases in effectiveness and ROI.

http://www.amazon.com/David-vs-Goliath-Guerilla-Bu...

About the Author
Ron Geskey, CEO of 2020:Marketing Communications LLC, has over 30 years of senior account and media management experience at Leo Burnett, D'Arcy, Campbell Ewald and General Motors R*Works. He has a masters degree from Southern Illinois University, doctoral work at Texas Tech, and professional education at Northwestern, Wharton, and MSU.

Contact
Ronald Geskey
2020:Marketing Communications LLC
248-894-1151
marketing2020@aol.com
http://www.amazon.com/David-vs-Goliath-Guerilla-Bu...