In the super bowl of marketing – stories always win

February 3rd, 2012

In the super bowl of marketing – stories always win

With an estimated 111 million viewers, Super Bowl XLV is prime-time for brands to gain attention, but not all advertisements are created equally. Story-lines and viewer engagement are the ultimate touchdowns for this year’s game.

Just because an individual laughs at a talking baby or finds Kim Kardashian attractive does not mean that he/she will remember the actual product being advertised or that the message of the ad will resonate with them. With a 30-second advertising spot costing around $3.5 million during this upcoming Super Bowl, companies seeking brand loyalty  and increased sales are paying massive amounts in hopes that it will pay off.  However, as marketing expert, Charles Gaudet, explains, “what these advertising agencies tend to forget is that advertising isn’t about being witty, entertaining or winning an award for being the most creative – it’s all about selling and this is where they miss the mark.” But, in a world, where products are constantly being thrown in our face, how can a company “sell” their product without having to actually do any selling?

Accessible Relatable Stories

The answer lies in an accessible, relatable story line. Good story telling builds a strong connection between the brand and the consumer, ultimately leading to brand loyalty. Perhaps even more importantly, good story telling can lead to positive word-of-mouth.  Nowhere is this more prevalent than the Super Bowl. Big name brands like Pepsi and Coke are certainly catching on to this, creating viral marketing campaigns that extend far beyond their thirty-second advertising slot. Consider two of this year’s most talked about campaigns: Honda’s homage to Ferris Bueller’s Day off and Volkswagen’s sequel to last year’s smash hit Star Wars commercial. In both ads it’s about taking something that is familiar and relatable to the general public, and using it to further a story, and consequently their brand.

Think about your own organization.  You may not have a Super Bowl ad, but you do have a web site, a brochure and a sales deck.  What stories are they telling?

Posted Under: Advertising, Branding, Digital & Social Media, Innovation & Technology, Media & Journalism, Public Relations, Storytelling, Viral & Guerilla Marketing
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