{"id":2000,"date":"2021-03-09T18:01:18","date_gmt":"2021-03-09T18:01:18","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2000"},"modified":"2021-03-09T18:01:18","modified_gmt":"2021-03-09T18:01:18","slug":"lean-forward-a-lesson-from-super-bowl-ads","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/lean-forward-a-lesson-from-super-bowl-ads\/","title":{"rendered":"Lean Forward … A Lesson from Super Bowl Ads"},"content":{"rendered":"\n\n\n
\n
\n\n\n\n
\n
\n

The goal of every ad is to get people to \u201clisten to the ad\u201d and \u201crecall\u201d the ad.\u00a0I refer to it as…\u00a0\u201cleaning forward\u201d.<\/h4>\n

<\/h4>\n

When visiting with a client or a potential client, I oftentimes use the Super Bowl and the ads within to make this point.\u00a0I make statements or ask questions like\u2026<\/h4>\n

<\/h4>\n

\u201cThere is only one time a year when people \u2018want\u2019 to see or hear ads. Do you know when that is?\u201d<\/h4>\n

<\/h4>\n

Then I wait for their answer. Approximately 40-50% of the people will guess the Super Bowl. The others say during Black Friday or Christmas.\u00a0I use this statement to get the person I am speaking with to understand \u201chow\u201d people consume media.\u00a0Only during the Super Bowl do people actually \u201clean forward\u201d to see and hear ads.\u00a0The other 364 days a year, we need to actually grab their attention, because when the commercial break comes on, people \u201clean back\u201d.<\/h4>\n

<\/h4>\n

Being honest with them about \u201chow\u201d people consume media will get them to believe you and listen to you more intently as you progress through the sales process.<\/h4>\n

<\/h4>\n

I also ask or suggest this\u2026<\/h4>\n

<\/h4>\n

\u201cDo you ever wonder why a large majority of the ads during the Super Bowl are 60-second ads, and the rest of the year, these same advertisers run 30-second ads?\u201d<\/h4>\n

<\/h4>\n

So why do I make these statements? Because most business owners believe 60-second ads are \u201ctoo long\u201d and they believe \u201cno one listens to ads\u201d. In many cases they are right, no one likes \u201cbad ads\u201d and bad ads struggle to capture the listeners\/viewers\u2019 attention.\u00a0To make my point, I use the Super Bowl advertisers as an example.\u00a0When the money is on the line, they go with \u201960s.<\/h4>\n

<\/h4>\n

Aren\u2019t the ads you run the rest of the year as important as the ad(s) you air during the Super Bowl?<\/h4>\n

<\/h4>\n

I also ask this about radio stations that run 60-second promos when promoting themselves but suggest 30\u2019s for their clients. I have never understood this!<\/h4>\n

<\/h4>\n

If you\u2019ve worked with me, you know that I\u2019m a proponent of 60-second ads, but you also know that I believe the proper length of an ad is \u201cwhatever it takes\u201d.\u00a0A good :60, if created correctly, is better than a good :30, but a bad :60 is simply a bigger waste of money than a bad :30. (The Great Debate…10\u2019s, 15\u2019s, 30\u2019s or 60\u2019s?<\/a>\u00a0)<\/h4>\n

<\/h4>\n

This year, in\u00a0Adweek\u2019s Top 10 Super Bowl Ads, eight were ’60s and two were ’30s.\u00a0Of the approximately 21 ads that featured celebrities, twelve were ’60s, two were 60+, six were ’30s, and one was 15-seconds.<\/h4>\n

<\/h4>\n

So, ask yourself this question, why don\u2019t they do this the rest of the year?<\/h4>\n

<\/h4>\n

Here are some other thoughts about Super Bowl ads:<\/h4>\n

<\/h4>\n

1)\u00a0\u00a0\u00a0Whether it\u2019s a good ad or a bad ad, the price was still $5.5 million.\u00a0Because Super Bowl ads are so extremely expensive, they put their best foot\/effort forward.\u00a0The same is true in your market; the price is the same regardless if it\u2019s a good ad or a bad ad.\u00a0Learn to write and create better ads!<\/h4>\n

<\/h4>\n

2)\u00a0\u00a0\u00a0Your local ads are far less expensive per-person than Super Bowl ads.\u00a0Do the math.\u00a0For example:<\/h4>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
\n
\n\n\n\n
\n
\"\"<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
\n
\n\n\n\n
\n

\u00a03) Stories make better ads.\u00a0When it comes to \u201cbranding\u201d, stories sell. Stories are remembered far, far, longer than a basic, who, what, when, and where ad.\u00a0Every business has stories, and as media reps, it\u2019s our job to uncover and tell these stories.<\/h4>\n
\n

<\/h4>\n

4)\u00a0\u00a0\u00a0Words and sounds are more powerful than pictures.\u00a0Take the picture away from most Super Bowl TV ads and leave the words, music, and sound effects, and you still have a really strong ad.<\/h4>\n

<\/h4>\n

5)\u00a0\u00a0\u00a0Celebrities. Why?\u00a0Did you recognize John Travolta?\u00a0I could only name approximately 6 of over 32 celebrities featured in super bowl ads (\u2026and who was the half-time entertainer???)<\/h4>\n

<\/h4>\n

The goal should always be to do what is best for our clients.\u00a0Taking a few lessons from Super Bowl ads and sharing them with your clients will help you gain their trust and help you create better ads.<\/h4>\n

<\/h4>\n

Whether it\u2019s an ad during a major event or an ad on any given week\u2026 Don\u2019t you want people to \u201clean forward\u201d every time their ad is aired?<\/h4>\n

<\/h4>\n

If you would like help training your sales team on how to write and create better ads,\u00a0click here<\/a>\u00a0to arrange a time to visit with us about our programs.<\/h4>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

The goal of every ad is to get people to \u201clisten to the ad\u201d and \u201crecall\u201d the ad.\u00a0I refer to it as…\u00a0\u201cleaning forward\u201d. When visiting with a client or a potential client, I oftentimes use the Super Bowl and the ads within to make this point.\u00a0I make statements or ask questions like\u2026 \u201cThere is only […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2000","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=2000"}],"version-history":[{"count":3,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2000\/revisions"}],"predecessor-version":[{"id":2003,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/2000\/revisions\/2003"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=2000"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=2000"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=2000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}