As we approach the biggest day in advertising, it’s important to keep in mind that spending $5MM for 30 seconds of airtime guarantees you nothing. Eyeballs, yes. Brand affinity, not so much.
Super Bowl ads tend to do well on measures of likeability and entertainment, but fall short of all other advertising measures of engagement, such as getting someone to do something: searching and purchasing being at the top of that list.
Don’t get me wrong, I love Super Bowl ads. They’re weird and funny and moving and incredibly creative. I’ve done them myself. The point is, when the parade is over, what’s left? The USA Today Ad Meter? MFP
Perhaps each brand should set aside some of that $5MM to create a better customer experience. Isn’t that where the magic happens? Isn’t that the culmination of your entire marketing budget? That’s the finish line.
Creating a customer experience that aligns with your brand promise creates a complete brand. Ikea does it. Apple does it. Kaiser Permanente does it. It’s not easy, but it’s worth it. Brand building doesn’t start at the top. It starts at the bottom. If what you promise in your advertising isn’t delivered at the ground level, you’ve failed.
Being able to deliver on that brand promise is your Super Bowl ad.
Mark Simon, thinking about actual customers
