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Each year, advertisers with super sized budgets sink millions of dollars
into Super Bowl advertising. While most of us do not have a large
enough budget to advertise on the Super Bowl, the commercials -- both
past and present -- demonstrate several marketing techniques we can
apply elsewhere.
Here are some lessons for us all, as demonstrated by Super Bowl advertisers:
Make Advertisements Entertaining
The primary focus of Super Bowl advertisements is usually entertainment.
After the fact, discussion and analysis revolve around how amusing or
interesting the commercials were. Little or no mention, however, is made
of how effective they were in advertising the product.
I love an entertaining commercial as well as the next person, but
entertainment value can be a two-edged sword. Sometimes, the creators
get so caught up in the entertainment aspect they forget the ultimate
goal -- to sell more product.
To me, the advertisers guiltiest of forgetting to sell are those that
give no branding clue until the very end. People come away thinking how
cute, funny, or otherwise entertaining the advertisement, but with
little or no idea of the actual product.
There are, however, ways to entertain while communicating your brand
throughout the commercial. Remember the frogs -- Bud, Weis, and Er?
Total entertainment, yet who didn't know it was a Budweiser commercial?
You can do the same with your own marketing. Whatever form of
entertainment you choose -- games, performances, contests, etc. --
remember to simultaneously reinforce your brand or business. A couple of
ideas: (1) display your logo prominently and (2) give premiums,
coupons, or other discounts to participants.
Gain Celebrity Endorsements
Celebrity endorsements are frequent in Super Bowl advertisements. Past
and present endorsements include Coke's Mean Joe Green (1980),
McDonald's Larry Bird and Michael Jordan (1993), and MasterCard's Homer
Simpson (2004).
Celebrity endorsements are a way to draw initial attention to a product
or company, which creates an opportunity to deliver the marketing
message. If the celebrity is highly regarded by your target audience,
endorsements can also give credibility to a brand.
If you do not have a large enough budget to hire a national celebrity,
try redefining "celebrity" by thinking in niche terms. Your "celebrity"
could be someone well known in the industry -- one of your customers or
suppliers, for example.
Another way to redefine "celebrity" is to think locally. Brainstorm a
list of people who are well known locally in certain circles. Your list
could include well-regarded business people, minor league sports
personalities, and other high-profile citizens. Then, approach your
favorites with a proposal. The key is hiring someone known and respected
by your target customers.
Demonstrate an Important Product Benefit or Feature
My favorite Super Bowl commercial of all time is the 1998 Tabasco
commercial. The commercial shows a man sitting, eating pizza on his
front porch. Before each bite he splashes on a liberal dose of Tabasco. A
mosquito flies in, bites the guy on the hand, and flies off. A second
later, we see the mosquito explode in a mass of flames. Cut to the guy
chewing and smiling, Tabasco bottle clearly displayed on screen.
Besides being incredibly entertaining, the commercial demonstrates the
product's primary benefit in a way that is simple and straightforward.
All the while, very clearly communicating the brand.
There are many ways to demonstrate an important product feature to your
audience. Think of other commercials you've seen and adapt the technique
to your own budget and situation.
Detergent commercials, for example, often show how the product removes
stains better than the competition. You can set up your own comparison
and communicate it through print ads, on a Website, or in a retail
store.
Target The Audience
Have you noticed an abundance of fast car, junk food, and beverage
commercials during the Super Bowl? A major reason for this is targeting.
Smart marketers try to get their products seen in places where their
target audience hangs out.
It is not too much of a stretch to imagine that folks attracted to
testosterone-laden football may also like speedy cars. And if you watch
football, you most certainly like to snack during the game. Hence, we
see an abundance of junk food, beer, and soda commercials.
When putting together your own marketing programs, try to imagine where
your target audience can be found and think of ways you can be seen in
those venues. If you are a Virtual Assistant, for example, participating
online in small business groups makes much more sense than being seen
in sports groups.
Associate Your Brand with a Mascot or Symbol
My favorite commercial from this year's Super Bowl was the donkey that
wanted to be a Budweiser Clydesdale. I must confess the Clydesdales are
near and dear to my heart (I live less than a mile from Grant's Farm
where they breed and raise the Budweiser Clydesdales). I'm pretty sure,
though, I'd love this commercial anyway.
Besides telling a cute, heartwarming story, the entire commercial
reinforces the connection between the Clydesdales and Budweiser beer.
It's a connection that Anheuser Busch has worked hard to establish and
maintain over the years. Today, I'm sure most people immediately think
"Budweiser" when catching a glimpse of the famous Clydesdales.
About KRD Entertainment
"Pop-Up Mailers" are a style of promotional marketing and advertising
products that really capture the imagination. This type of product is
most often used in Business-to-Business direct marketing campaigns. Each
product has a high degree of user-interaction, which is designed to
hold the attention of your customers. The interaction might be in the
form of an automatic pop-up action or it could be manual interaction.
The whole point is the capture the imagination of the user for
sufficient time for your advertising or marketing message to make its
point.
Pop-Up Mailers offer a lot of Advertising and Marketing Ideas
One of the biggest challenges faced by advertising and marketing
professionals is how to present their product or service in a new and
creative way. Pop-up Mailers offer many advertising and marketing ideas
such as products that grow or change or turn or it could be the elements
of fun and surprise offered by the automatic pop-ups that does the
trick.
Interactive Promotional Products produce great results in B2B Direct Mail and Direct Marketing
Many millions of items of Business-to-business direct mail go straight
into the bin without ever being read and this is something that direct
marketing professionals should try to avoid at all costs. A direct mail
pack or envelope should look interesting and be made to stand out in the
stack of business mail that arrives on your customer's desk each
morning. The contents should capture and hold your customer's attention
for as long as possible and once your marketing message has made its
point, wouldn't it be great if your mailer was passed around your
customer's office and then be kept on his desk for months. All of this
is possible with pop-up mailers.
The Mailing Pack Catches the Eye, the Pop-Up grabs Attention, the Pen Holder is used for Months
Take the example of a simple Pop-up Cube. The mailing pack is neat, it
is chunky and it creates curiosity in the mind of your customer. When
the customer opens the pack, out jumps the Pop-Up Cube to create fun and
surprise. Your customer will handle it over and over again and will
also show it to colleagues. However, if you add holes to one surface of
the cube it is transformed into a pen-holder and will sit on your
customer's desk for months.
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