Guerrilla Marketers Ask: Do Super Bowl Advertisers Have More Money Than Brains?

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) November 1, 2007 -- The Super Bowl is exciting to watch, debate and bet on. The news media O.D. on it for weeks. It makes for spirited conversation at the water fountain as well as in board rooms. Some of the commercials are a hoot. But does all of that excitement translate to a cost effective investment which will pay out for guerrilla marketers seeking sales and ROI?

What are some of the more important ROI related considerations for deciding whether to Super Bowl or not to Super Bowl or other expensive sponsorship?:

1. Determine the Actual TOTAL Investment - The first step is to determine the total cost of the sponsorship. The Super Bowl’s time cost of $2.6 million per :30 is only the tip of the iceberg, not including millions for for production, talent, and promotion.

2. Understand that Audience Size is Not Related to ROI - Shile the Super Bowl is #1 in ratings, research says rating size is not related to commercial effectiveness.

3. Understand that a 500% Cost Premium Makes ROI Nearly Impossible - compared to what could be achieved in alternative media.

4. Accept that the Excitement of Just Being in the Super Bowl Doesn't Cause More Consumers to Purchase - At least not according to the research.

5. But I Love to Watch the Commercials! – High commercial recall without a shift in brand purchasing intentions is a waste of stockholder dollars.


About “David vs. Goliath: Guerilla Media Buying for Small Business…”

“David vs. Goliath” is a new book especially for small/mid size business owners, entrepreneurs, and others who want to grow their business, but may lack the capital to “make over” the entire business—e.g., location, facility, merchandise, positioning, pricing strategy, etc. to better compete with much larger competitors. Instead, many small businesses can increase Share of Market and Profit by increasing their Share Voice-- by using and buying traditional and non traditional media more efficiently and effectively. “David vs. Goliath” teaches readers the basics of what they need to know to plan and buy media to realize 50-200% increases in effectiveness and ROI.


About the Author

Ron Geskey, CEO of 2020:Marketing Communications LLC, has over 30 years of senior account and media management experience at Leo Burnett, D'Arcy, Campbell Ewald and General Motors R*Works. He has a masters degree from Southern Illinois University, doctoral work at Texas Tech, and professional education at Northwestern, Wharton, and MSU.

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