As I quickly reflect upon the commercials that I believe are the 5 best, I notice that they are all meant to be funny. Upon further reflection, however, that makes sense.
Commercials HAVE to be memorable to be effective. If the viewer can't remember the ad afterwards, was it even worth making? Furthermore, if the viewer can remember the ad, but can't remember the brand it was advertising, that's just as bad. What these 5 brands have done effectively is use comedy to be memorable. And since brands have figured out that they can't use sex to sell any more (read more about that here), humour becomes the best way to leave an impression. There were other ads that attempted to be impactful without comedy but in comparison, just weren't as effective (see Lexus and Dodge Ram).
So without further ado, here are the 5 best commercials from Super Bowl 2018:
This ad works because its portrayal of the insensitive rich dude is funny. But it's even more effective because the message is crystal clear: Buy local.
Also, Tiffany Haddish's laugh at the end is the BEST.
E*Trade continues its dominance of Super Bowl advertising (one of the all-time best Super Bowl ads came from E*Trade 10 years ago) with this gem. It's funny, but like Groupon, made its point loud and clear: Too few people have enough saved to retire. It's not exactly clear how E*Trade solves that problem, but the ad still served its primary purpose.
3. Michelob Ultra
Good on Chris Pratt, who is perfectly self-deprecating in this ad that reminds us quite effectively that if you care about fitness, Michelob Ultra is your choice.
The one-liners and funny bits in this ad just roll along hilariously, making it memorable (and re-watchable in my case). Throughout the first 50 seconds of this minute-long ad, you're left wondering what the point is. But that's just one more advertising tactic that they execute perfectly to get your attention. Then at the end they reveal the connection and better yet, tie it directly to the Super Bowl itself, reminding the viewer that they are important. Four top advertising tricks (comedy, suspense, message delivery and viewer appreciation) all rolled up in one tidy package. Well played, Febreze.
And the winner is... Tide!
Tide has accomplished a feat that I don't think I've witnessed, ever: They made ALL the commercials about THEM! A feat, indeed.
THE LESSON FOR MARKETERS:
If you're making an ad (any kind of ad, not just a Super Bowl commercial), the 3 most important objectives are:
Which ads not on this list did you like, and why?
There are hundreds of candidates for "world's best logo", particularly when there are hundreds of opinions about what makes a logo great. One of the frontrunners, though, would surely be the FedEx logo (left). Many marketing and design professionals (myself included) recognize that the negative-space arrow in the logo between the "E" and the "x" make it truly special (many would call it the best logo for that reason). Not only is the logo simple and recognizable on its own (which every logo should be), but it goes a step further by using design to offer supplemental meaning. In this case, a subtle arrow that represents movement and even speed - an association that surely enhances FedEx's brand message.
Global Fund for Women has also accomplished that same elusive feat with their logo (above). Do you see it? The two purple dashes help outline the letter "E" of course, but they also create the mathematical equality sign ("="), which also happens to be the primary cause of the organization (equality)! Genius!
This logo is simple and recognizable (the prerequisite for design quality), but has also introduced a subtle design element that adds a powerful, supplemental meaning. In my opinion, that makes the logo equal in stature (see what I did there?) to the FedEx logo. Well done!
LESSON FOR MARKETERS:
Your logo should be simple and recognizable. That's the minimum requirement. And many high-profile logos are just that (think Nike, Apple, Pepsi). If, however, you can take it a step further by introducing meaning that strengthens your brand message, that's what makes your logo exceptional!
What other logos are exceptional (because of the presence of supplemental meaning)? Comment below.
You should donate to the Global Fund for Women. They're doing some great things over there.
Those who know me best know that I have a bias against domestic manufacturers. There is plenty of evidence to support my belief that Hondas are worth the extra money. More on that in a future blog, I'm thinking. But in the meantime, I need to give credit where credit is due. This is a BRILLIANT idea from Ford.
Ford created a crib that rumbles and vibrates, simulating a car ride. How cool is that?! Those with children don't need to be told how helpful that would be when trying to get a baby to sleep in the middle of the night.
Sure, it's a great idea on its own. But what makes the idea especially great is that Ford apparently reads this blog (I'm sure they do, right?) and has realized that (as I have been saying for a long time) in a crowded, highly competitive market (like the automobile market), the more creative or memorable you can be, the more likely you are to create brand awareness and recall when it's needed most: when it comes time to shop for an automobile. Who knows if anyone will buy this crib. But who cares, really? This is an extremely unique idea that bings the Ford brand to the forefront. The bigger point is that no other car company thought of it before they did.
Well done Ford. (Honda, you let me down!)
LESSON FOR MARKETERS:
I can't emphasize enough the importance of doing something unique and memorable, especially in markets that are highly competitive. Make brainstorming a part of your day-to-day, and create an environment where unique, or even odd ideas are welcome.
Can you think of any other examples of companies that did something truly unique that made their brand more memorable? Let's hear it!
If you're ordinarily selling a handbag for $3,300, is the Groupon audience really your target audience? If someone can afford to pay $2,412 for this item, can they not afford to pay $3,300?
Proponents of this offer will say that an $888 discount might inspire people to make the purchase. Others may argue there are presumably very few people on Groupon looking for $2,400 handbags, and in the meantime, they are acting as a discounter, which very few high end brands aspire to be. That disconnection between their brand positioning and their promotional activity might create brand confusion among the handbag shopping audience, which ultimately may cause them to shop elsewhere.
LESSON FOR MARKETERS:
One of your most important jobs as a marketer is to figure out who your audience is, and where they make their purchase decisions. THAT'S where you advertise. Advertising elsewhere may not be a total waste, but it's certainly a less efficient use of your advertising resources.
Where do you stand? Is this a valid promotional effort that can only lead to additional sales? Or is it an offer that's not even reaching the target audience and causing brand confusion in the meantime?
Advertising builds Brand Awareness. And you always need Brand Awareness. You need it when you're starting out and want to establish yourself, you need it when you're growing and want to steal customers from the competition, and you need it when you're the market leader (as Tim Hortons clearly is) and want to solidify your spot at the top.
LESSON FOR MARKETERS
To stop advertising when you feel like you don't want or need more customers is to make yourself vulnerable to those businesses that are trying to steal the ones you have.
What do you think? Is it a waste?
Yesterday the Toronto Maple Leafs revealed their new logo for the upcoming season, which is its Centennial season. It is "inspired by" the version seen on the jerseys from the 40's through the 60's and makes multiple references to the team's history. There are 31 points on the leaf, representing the year the team moved into Maple Leaf Gardens. There are also 13 veins at the top, representing the number of Stanley Cups won (I guess we're just supposed to ignore the veins at the bottom... or assume those are reserved for future Cups, whenever they might arrive).
I can't decide how I feel about the new logo, since I believe they got part of it right and part of it wrong.
WHAT THEY GOT WRONG
It's old! They introduced it as their "new" logo, but it looks just like their old logo. Can they really call it new? A logo redesign is meant to inject vibrancy and excitement into a brand, but this logo does nothing, really, but regress to a previous version. No one will be excited or inspired. It won't lead to as many new apparel sales, since the older generation of fans probably still has an old version of the logo somewhere, and the younger generation of fans wants something flashy and cool. Some might even call this redesign... dare I say it... lazy.
WHAT THEY GOT RIGHT
Iconic, time-tested brands are not supposed to mess with their logo. It's too important, and it carries too much equity. The Gap got absolutely roasted when they deviated from their iconic mark, and some of the most established brands in the world, including Nike, Coca Cola and Ford, have recognized the importance of maintaining the design and heritage of their brand mark through the years. Toronto realized that if they came out with something that deviated too far from the brand mark that fans have come to know and love, they would do themselves a disservice. Interestingly, each of the "Original 6" NHL teams (Toronto, Boston, Chicago, New York, Detroit and Montreal) haven't really touched their logos, probably for the same reasons.
What do you think? Did they do the right thing, or miss an opportunity?
In my previous blog post, I listed the top 10 marketing highlights from 2015. In it, I (among other things) congratulate a brand -- Big Ass Fans -- that very cleverly poked fun at Kim Kardashian and her.... um.... well, let's leave it at that. Hoping that it might be an interesting post for business owners interested in marketing their business, I decided to post it on Facebook and boost the post with some advertising dollars. The image that I assigned to the Facebook post (shown above) was of her bare back (only!). According to Facebook's advertising guidelines, that was too much skin. I chose the image because my Facebook post described the blog post as "A look back at the marketing topics that are important...", and Kim Kardashian is looking back at the camera. See what I did there? Alas, the ad wasn't approved, and I had to change the Facebook post image to something far less clever.
It got me thinking, though, of the difference between Facebook and print media when it comes to marketing and advertising. On one hand you have Facebook who earned $16 billion in advertising revenue in 2015. On the other hand you have traditional print media (including magazines), who are suffering unprecedented declines in advertising revenue. This gives Facebook the flexibility and authority it needs to insist that advertising be done the proper way. This makes print media desperate for whatever ad revenue it can scrape together. Case in point: the Kim Kardashian image I am referring to is from a recent edition of Paper magazine who, as I'm sure you know, resorted to sexism for their cover photo and to full frontal nudity on the pages inside. It was clearly a desperate move to boost circulation, which would presumably attract advertisers.
Four thoughts on the matter:
LESSON FOR MARKETERS
Am I too much of a Facebook apologist? Am I overly critical of print?
A lot of really interesting things happened in the world of marketing in 2015. If you read this blog or follow us on social media, we talked about most of them. But I'm under no illusion that you read every post, so now that we're heading into a brand new year, I thought I would take a look back and pick out the 10 posts that I really hope you read at the time. They are (in no particular order) important things to know for business owners and marketers alike, and they'll help you be the best marketer you can be in 2016!
Enjoy! Discuss! Debate! Comment! Share!
1) Stop using social media to talk about yourself. Look at your posts. Would you really say those things?
Look back at your social media posts from the past year and imagine that you were actually saying those things, in real life, to real people. My guess is you probably won't like what you hear. Social media is real conversation with real people. Keep that in mind with every post. Mashable, if you know them, is really good at this. Click here to read more.
2) Web design has changed. Drastically. It's gone minimalist!
It's almost like web designers across the globe are in a secret contest to see who can create the home page with the biggest image and the fewest words. For good reason though! Hubspot is bang-on with their analysis of the latest design trends (read it here). How does your web site compare?
3) Advertising that taps into the social conversation has much greater reach and impact.
Advertising used to be about saying to people what you wanted them to hear. It's still about that to some extent, but if you can, instead, tap into the social commentary at all, it not only resonates better, but it makes you look like you're connected to your audience (rather than spewing ad copy that was written in some ivory tower). Case in point: this Salvation Army ad that connected their message to the craze that was the "what-colour-is-the-dress?" debate. Well played.
4) Simpler is better. If you can't explain what you do in really simple terms, you won't get anyone to listen.
Einstein once said "If you can't explain it simply, you don't understand it well enough". This is so true, especially as it pertains to your offer. How do you expect to get anyone to talk about you if you can't make it easy for them to understand what it is that you do? Read more about this here.
5) Social media is better for listening than for talking. So few businesses know this.
Businesses are notorious for talking about themselves on social media. That's fine to a certain extent, since it raises brand awareness and leads to purchase consideration. But social media is a more valuable tool for listening. Nowhere is it easier to listen to what people are talking about. People like your customers, your competitors, industry experts, business partners, subject matter experts, and so on. Are you listening (and learning) at least as much as you're talking? Listen to what Marketing Profs has to say about this topic (here). They are so wise!
6) The more clever you are, the more memorable you are. Just ask Big Ass Fans.
Big Ass Fans won the internet in February when they cleverly poked fun at the Kim Kardasian Paper Magazine cover which accentuates her prominent... well... you know... posterior. I had even more to say about their brilliance in this post, but the point is that they were really clever. Now that you've seen this, I dare you to forget it (you won't be able to). I also dare you to forget the name of their company.
7) Brilliant design also makes you memorable. Just ask Sonos.
Check out the logo below from Sonos, a company that makes speakers. Notice what happens when you scroll up and down. Pure genius. Now I dare you to forget the name of this speaker brand.
8) Superbowl ads are a bargain at $4.5 million per 30-second spot. Yes, you heard me right.
Alright, alright. I know you don't have $4.5 million for ONE TV ad. But the point of this post is that advertising is mostly a numbers game. Once you've identified who your target audience is, figure out where they spend their time. Then find all the advertising opportunities in that area and calculate the cost-per-impression. For the sake of illustration, let's assume there are 5 different magazines that are circulated to your target audience. For each magazine, what is the circulation, and what is the cost to advertise? That's your cost-per-impression. The magazine with the lowest cost-per-impression gets your advertising dollars (the same logic applies to cost-per-click advertising). With advertising, especially digital advertising, the math is simple, so use it to your advantage and optimize your spend (rather than spending on whatever advertising opportunity happens to be in front of you that day). In the case of Superbowl advertisers like Coca-Cola and Budweiser, they know their target audience is watching the game, and they know how many of them will see their ad. For them, $4.5 million is a bargain at twice the price (the math is explained in the post).
9) Target was destined to fail in Canada, because nobody had any good reason to shop there, really.
Sadly, Target folded after a very short stint in this great country of ours. But the reason for their failure was simple: they offered consumers nothing that Walmart didn't already offer, and Walmart was already here. We, as human beings, are fundamentally resistant to change, so why would we change where we shop when there's no difference between the shops? Target, in their arrogance, didn't fully understand this before making their decision to expand. Click here to read more about the importance of having something different or unique to offer.
10) To close out our list, just remember to be interesting! Especially on social media. Boring sucks.
Marketing Profs (them again!) wrote a great piece about social media strategy for businesses. In it, they implore you to stop being boring! I couldn't agree more. And it's really that simple.
What do you think are the big marketing topics from 2015? I'd love to hear them!
Every day in every business a customer asks for something to which the business replies "no".
There are lots of reasons why that response might be valid and appropriate, but this post is about the value of understanding which questions were answered that way that should not have been!
That retailer should be tracking how many times someone asks for a water softener. That recruiter should keep track of how many times a job candidate is presented to them from an industry outside of the ones in which they specialize. That tracking will identify trends that could lead to product and service diversification that opens up new revenue streams!
Why bother? First of all, if you start selling water softeners when otherwise you didn't, you'll make more money! Second of all, and perhaps more importantly, if the market thinks you might sell something that you don't, you should. If it's perfectly reasonable for a customer to ask for it, you should sell it. Of course, if someone asks a car dealership if they sell waffle makers, that's not reasonable and not worth considering. But if the market requests it of you and it's a reasonable request based on the brand positioning you have established, your answer should be "yes".
The biggest question is whether or not a product or service would be (reasonably) expected of you by the marketplace ("Do my customers really expect that I would sell water softeners?"). The best way to determine what is expected of you is to listen when they ask!
LESSON FOR MARKETERS
Start keeping track of what people are asking for. It matters not what YOU think you should sell to the market, it matters what the MARKET believes you should sell.
Any examples of businesses that unexpectedly answered "no" to you?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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