Super Bowl commercials are usually some of the best of the year. Why? Because with a $2 million cost per airing, advertisers go out of their way to make sure their spot stands out. But isn't that what advertising is supposed to do ALL the time?
With only 30 seconds to talk to potential customers, every advertiser should be doing their best to make sure they get the audience's attention and are remembered after the program is done. Unfortunately, a lot of advertisers seem to think that just because they have something to say, that people want to listen. Not so. Whether you are reaching an audience of millions in prime time or a couple hundred at 3am, you still have to get their attention and be remembered after your spot has aired. Otherwise, why advertise?
Some of you are probably saying, 'But we don't have half a million dollars to produce a super-bowl type blockbuster commercial." Fortunately, you don't have to spend that much. If you first find your "marketable truth" you can often deliver it in a simple, compelling way.
MasterLock built an empire that way. Their simple, "marketable truth?" The toughness of their lock. Their best potential customers wanted a lock that would hold up -- so they found a memorable way to demonstrate just that. Sure it aired on the Super Bowl (in the early days before the really incredible price tags) but it didn't cost incredible sums to produce, yet produced incredible sales results.
I use a Master Lock for my locker when I work out. And I often think about this commercial. It's stayed with me that long. I know if someone goes postal and shoots up the men's locker room with a high-powered rifle while I'm sweating away on the cardio machine, my belongings are safe. Thank you, Master Lock.
Posted by: Gene Brady | 02/13/2010 at 10:05 AM