This week we will be talking about how to market your small business. We will discuss Guerilla Marketing, Traditional Marketing, Content Marketing and how to do it all on little or no budget. One truth I have found in marketing is that when you spend less money you have to spend more time, it’s a tradeoff. When you feel you shouldn’t spend money on marketing your business ask yourself what your own time is worth. It might be more expensive in the long run not to hire someone. Of course, you can learn to do it all yourself, just make sure that’s the best thing for your business.
Star power was in full swing in the Superbowl ads this year and at least one of them got it right. Did Alexa Lose Her Voice? This ad was funny, charming and leveraged star power to the max. People love when Gordon Ramsey makes fun of food and when Rebel Wilson goes over the top to be funny. The premise was simple and relatable but put some fan favorites at the center doing what they do best.
You don’t have to have a famous celebrity to draw in the power of a star. Use popular microbloggers or a locally famous person to draw eyes to your brand or product. Star power isn’t always the most efficient use of resources but it can be used to draw attention if it’s used carefully.
Need help leveraging star power? Give me a call (435) 554-8209
Now let’s talk about one of the Super Bowl ad losers, Ram. There was a commercial that showed trucks as a Martin Luther King Jr speech was going on. Poor taste. I certainly hope his family wasn’t involved in the decision. I don’t recall Dr. King shilling trucks so I am not sure what the point of the ad was. If you want to do public service type ads then tag your name at the end, go for it. If you are selling me a truck, go for it but this type of ad is disingenuous at best and I feel is misleading. It really was poorly executed.
The lesson is to make sure your image, lesson, and intent are all in sync or you create an uncomfortable dissonance with your audience. It does your brand no favors and could result in a backlash as is being seen with this current Ram ad.
The biggest single advertising day of the year had come and gone but always leaves us with a few lessons in advertising. I will be talking about my picks for winners and losers in this year’s advertising extravaganza and what we can learn from it (even if you don’t agree with my picks).
Of course, the big winner was Tide. The first advertisement stole the show and turned every other ad into an ad for Tide. This brand wasn’t far from my mind as each ad started because with few exceptions I couldn’t tell if it was another Tide ad or not. Only a few brands were strong enough to not advertise for Tide inadvertently.
This is the same concept as used in guerrilla marketing tactics, use other ads and promotions to get your message across. Its more difficult than the books, blogs and podcasts make it sound but when you can pull it off the impact is tremendous. It would serve you well to go back and watch all the tide ads from this year’s game to get a better idea of how to use your competitor’s branding to promote your brand.