Super Bowl Commercials ... Sales or Publicity?

The hype surrounding the commercials is almost as great as that surrounding the game itself. Newscasters report on the cost of a 30-second spot. The list of advertisers is pored over, as is the list of previous advertisers that decided not to participate. It's covered on television, radio, newspapers and magazines, blogs ... seemingly just about everywhere.

The big questionr
It used to be that people talked about the commercials the day after the game. Now, discussions take place immediately. Focus groups are assembled, interactive polls are done, marketing groups watch and grade the advertisements. It's become a game onto itself. And then there's the question -- do the commercials make you want to buy the products?

This question (and the answers to it) are cause for a great deal of debate. "Sales," some say, "are the barometer of a commercial's effectiveness." Others profess that, "People talking about a commercial is what matters." Well, the answer is "it depends." The success of a commercial is determined by how well it addresses the intended results. Some commercials are made to drive sales, while the function of others is to create and sustain publicity.

For your greatest successr
So when it comes to your marketing, you have to know exactly what it is you are trying to accomplish. Are you trying to increase sales, or are you looking to generate publicity? Do you want immediate return, or are you planning on bolstering your long-term exposure? Once you decide on the purpose of a particular tactic, then you'll have a much better idea about how you want your audience to react. That's how you develop strong marketing with worthwhile results. That's how you build a profitable business!

An idea for one of next year's Super Bowlr
If I were marketing a company that was looking for publicity and willing to spend more than $3 million in order to get it, here's what I would do.

First, I'd contact the major national and local news organizations, alerting them to a very special news opportunity, taking place during the Super Bowl's halftime. When they arrived in the company's parking lot, they would see three million $1 bills, piled high. Then, when they were all set up to record, I would pour lighter fluid on the money, light it, and let it burn.

Think about the coverage. Think about the number of times the images would air. Think about how many hits on You Tube there would be -- people watching in amazement as $3 million goes up in smoke. It would work, and I'll prove it to you. I'll do it next year. All I need is $3 million.