With less than two weeks until Super Bowl Sunday and the most expensive advertising broadcast time we take a look at making your marketing memorable.
The Super Bowl last year was the most watched American television broadcast and because of this advertising is the most expensive of the year, the average cost of a 30 second advert in 2013 was $3.7-$3.8 million. Due to the high cost of investing in advertising during the Super Bowl, companies develop their most expensive adverts for the broadcast. As a result adverts are discussed just as much as the game and half time performances.
With only a short time to capture the attention of your audience the marketing messages you communicate are key, avoid over communication to deliver impactful messages.
What’s the point?
Determine what you want to achieve from your advertisement, this will shape the marketing message you create and should be the first thing you think about when creating your advertisement.
Call to Action
What do you want the audience to do when they read the message? Do you want them to register online for example? Make the call to action clear to the audience and tell them what to do next. Talk of features and benefits with no clear call to action will leave your audience deciding what to do – you need to tell them what to do.
Get to the Point of the Message
Get to the point you are making fast, your audience is busy and won’t have time to read through marketing blurb to get to the point of what you can do for them. Be critical of the writing, if the words aren’t needed to make your point, don’t include them.
Avoid Using General Examples
Including testimonials can create powerful messages but if they could be written about any company they add no value, for example;
“Innergy were brilliant, I’d highly recommend them” this is a vague testimonial and gives no further information to the audience.
“We have been shortlisted in the HRD annual awards in the category Leadership & Development as a direct result of our programme run in conjunction with Innergy.” This gives a clear indication of how Innergy helped a client backed up by facts rather than words.
Avoid Overcomplicating Your Point
Your message has to be understood by anyone, especially by those with no understanding of who you are and what you do. Use simple language to make your message clear, if people can understand what you do then they will be able to express a need for your service.
Create Separate Messages for Different Audiences
This might be an obvious one but clearly target one audience, what matters to a client doesn’t matter to a candidate so create separate messages. Don’t try and use the same language for both audiences.
Following these simple guidelines will help you pull together the right message to make your marketing meaningful.
Published by James Osborne January 23rd 2014
James Osborne
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