A Good Way to Waste $6.5M
No. 35: Want an ad that works? Solve a problem and forget the celebrity.
Yesterday I got to spend the afternoon with the Iowa Rural Water Association talking about Social Media and Customer Service. I always leave time at the end of my sessions for Q&A to ensure everyone in the audience has a chance to get direct feedback into their current situation. I loved this group’s questions. They are eager to engage and provide the best customer service possible. We should all have that kind of passion and excitement. :) Now, onto the newsletter …
A Number to Consider: 1.3 M HHs
Without rehashing the entire story from Digiday, let me share this part with you and you can go read the article if you want the details.
Recently, Texas Monthly Magazine acquired Texas County Reporter. Texas Monthyl reaches ~200,000 and Texas County Reporter 1.3 M households.
This wasn’t simply a buy to get into more homes. They were buying creative production, entertainment, and storytelling. Texas Monthly is a written publication, while the County Reporter is all about documentary storytelling.
Why talk about an acquisition? Because this is how people consume. Consumers want story and entertainment. Find a way to provide that when and how your customers want it.
Tweet of The Week
I joined #PopChat hosted by Brianne last week and this Tweet from Jesse Denney caught my attention. The question was: “This year’s Super Bowl commercials leaned heavily on celebrities vs. social media creators and influencers. What may this decision indicate?’ I loved his answer. As a marketer, we often forget this in lieu of the fun, catchy, splashy ad.
TikTok Tip
Biz advice: never rest, and focus on how to put yourself out of business. That’s what Netflix did. See how it worked out for them?
Something to Consider
A second gem from the #PopChat last week was my answer about celebrities in ads. I had not given it much thought until my answer (below).
Brands are struggling to connect "promotors" to dollars and big names have bigger perceived value to non-targeted audiences - Super Bowl ads are “flash” to true advertising prowess. What wins long-term is hot dogs made well.
“Hot dogs” is marketing strategy designed to add value, increase engagement, and develop brand affinity and trust.
It is amazing how many companies are willing to spend $6.5 million for an ad spot (viewed by 100+ million) but with no true CTA and follow on experience.
With the Super Bowl ad, you have the awareness with no way to cultivate it.
You can cultivate it by making good hot dogs through sharing great stories that engage and excite.
3 Quick Takes
1. Seth’s Blog: The Thing About a Gold Rush
2. Content Strategist: 4 Reasons Why Customers Should Be Your Brand Storyteller, Not You
3. Richard Dedor: Tell Stories That Connect