Ever Consider Spending $5MM For A Thirty Second Television Ad?

As we have witnessed in the past, on the worlds largest stage some businesses will clamor to do just that!

During Super Bowl 50 where a thirty second ad spot will run a cool $5 million, the slate will likely be sold out well before the event is scheduled to take place.

For the majority of us, however, the decision-making process for advertising our business is a much tougher task where finite resources mandate that potentialROI be the main consideration.

And please note the word ‘potential‘ because there are no certainties whether in life or in business.

There are of course any number of marketing techniques a business can use to get the company’s name ‘out there’ including some that are paid for and others, such as this article, that are free.

Making the decision on what techniques will generate the greatest return is where leadership, strategic planning, forecasting and yes, even some best guessing, all come into play.

Do we use print ads, television ads, internet banner ads, pay per click or none of the above?

Do we sponsor events, hand out pens, buy a table at trade shows, attend golf outings, place an ad in a restaurant menu or maybe have golf shirts made up with our logo on it?

Do we join networking groups or do we pay to attend group meetings that charge a la carte per event?

The answer to these questions and more are, yes, yes and yes!

When making a decision we will use our discretion, our gut feeling, an analysis of what others have tried before, an analysis of what we have tried before, listen to experts and then, at the end of the day, take an educated shot.

Because the reality is that it’s not until we try those things we feel will work that we will know whether they do or not.

And for those who may be deciding whether or not to pay the freight for a Super Bowl 50 ad? Know upfront that they are not a guaranteed success!

Super Bowl Advertising

Remember, as Oscar Madison once famously said, “There is no such thing as a sure thing.”

‘…The odds of the investment in a Super Bowl spot generating changes in perceptions and purchase intentions for the advertised brand are less than one in four. There are several reasons for this, not the least of which is a direct outcome of the pressure advertisers feel to make a huge splash from a single exposure. Many marketers try too hard to entertain, forgetting that the narrative of the commercial must in some way elevate the brand.‘ (MediaPost)

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Article written by Michael Haltman, President of Hallmark Abstract Service in New York.

HAS is a provider of title insurance in New York State for residential and commercial real estate transactions.

Learn more by watching the Hallmark Abstract WhiteBoard Animation here.