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Super Bowl Ads Create Live Excitement...and Debate
The Monday morning ad execs are out in full effect. EVERYONE has an opinion on what Super Bowl ads rocked, and which ones fell short. brainwoo ad execs (and creatives, and account coordinators, and so on) love a good discussion about advertising any time of year, but especially on Super Bowl Sunday. For many advertisers, it’s a big spotlight with big risks – about $2.6 million worth of risk, to be exact.
We love the debate over the ads, and the fact that everyone is talking about advertising. But, at brainwoo, we know that advertising is more that just a funny 30-second spot. Who really resonated with their audience last night? Who told their brand’s story effectively? Who fell short?...read the rest of this post»
Becoming the Title Sponsor on a Shoestring Budget
Can Tiger Woods’ absence and a weak economy be advantageous for a regional company desiring to become the title sponsor of a PGA Tour tournament? Unequivocally, yes!
Three PGA Tour tournaments are without a title sponsor in 2010, with 13 on the hook for a sponsor in 2011. Television ratings for this year’s first two tournaments have paled in comparison to previous years.
Title sponsorship vacancies open up cost-efficient opportunities, otherwise not affordable, for regional companies if negotiated at the optimal time. Case in point: Farmers Insurance Group paid about $3.5 million to title sponsor this year’s tournament at Torrey Pines, which was 50 percent less than what GM paid for title sponsorship of the same tournament in 2009. The one caveat: Farmers Insurance Group signed the deal just 10 days prior to the start of the tournament, leaving little prep time. ...read the rest of this post»
iPad Buzz: Why Is It So Heated?
The buzz about the iPad is ebbing, but the conversations are still heated. Like a lot of categories that are highly competitive, you'll find loyalists that will fall on the sword for "their" brand. Apple and Microsoft have battled for eons, but if you watched TV within the last few years, you know Apple's advertising has been aggressively comparative, to put it lightly. ...read the rest of this post»
Actually, There is Something the NFL Can't Sell
Evidently, not everything the National Football League touches turns to gold. It‘s surprising, considering when it comes to marketing, few do it better than the NFL. Look at what they’ve managed to do. They took meaningless late-summer exhibitions, renamed them “pre-season” games; got them on TV and now even those glorified scrimmages are drawing crowds and making money. They have turned their championship game into one of the biggest days of the year. Think about it: next to Christmas, New Year’s and the Fourth of July, is there a bigger day in this country than Super Bowl Sunday? The entire nation shuts down and, along with much of the rest of the world, watches. And when it comes to NFL gear, forget about a recession. Everything from hats to hoodies continues to sell like crazy....read the rest of this post»
What Do You Do When the Ideas Don't Come?
Employ the creative process loop.
Chart created by Dubberly Design Office in collaboration with Jack Chung, Shelley Evenson, and Paul Pangaro.
It's the visual equivalent of writer's block, and we often assume it is something we have to ride out until that lightning bolt miraculously returns. I believe the problem is not a lack of inspiration. Instead, it is that the initial spark of an idea is so delicate, it is often shot down by us creative types before it has a chance to grow. Our ideas are subject to outside forces: doubt, distractions, fear of the work being derivative, technical complexity, lack of time, lack of discipline, lack of money. There is the need to have the "answer" before we allow the idea to reach realization....read the rest of this post»
Are You Missing Out?
When it comes to marketing, many luxury brands may be missing out on gaining brand loyalty within a whole segment of the affluent audience. According to a recent article in AdWeek, many luxury marketers are missing the mark by not effectively reaching Affluent African Americans (AAAs). The article's commentary comes from a review of the yet to be released book, Black is the New Green: Marketing to Affluent African Americans, which is scheduled to be in bookstores on March 16, 2010. ...read the rest of this post»
The Super Bowl: It's Everybody's Game
Super Bowl Sunday is rapidly approaching, and I can predict with certainty, one outcome of the game... everyone will be watching. Well, almost everyone.
Most of us know the Super Bowl generates big numbers. But, when you take a minute to really think about them, they are mind-boggling. For example, about half of all American households tune into the game year after year after year.
To put that into context, of the Top 50 highest-rated TV programs since 1966, the Super Bowl claims 24 places. Baseball isn't even in the same ballpark. (Sorry, I couldn't resist that one.) Specifically, only one baseball game, Game 6 of the 1980 World Series, even cracks the Top 100. (And it's tied for 99th place.)
The revenue generated for the network airing the telecast is also huge. At $2-3 million per :30 spot, Super Bowl XLIV will generate about $150 million in sales for CBS....read the rest of this post»
