Targeted Marketing Data What the Big Guys Know

Super bowl ads are big time winners, this year besides the always present car/tire offering, the pop, beer and chip guys were accompanied by Dreamworks and Career Builder as well as the internet gang of Hulu, E-trades and Godaddy. These marketing giants made the decision to purchase a super bowl ad placement coming in at $2.7 million and $2.8 million for the thirty and sixty second spotlights.

Targeted Marketing Data has organized big business interests for this opportunity and did such a great presentation that awards were in the air. It all sounds like fun and games and yet the fact remains that everyone's efforts were rewarded. So we wonder why do these guys seem to know more about evaluating attributes of prospects for direct marketing than most others do. What did they "get" that took them beyond the parking lot searchlights and into the spotlight. How can a business take on the bearing of giants?

Clues for Measuring Market Response

Our super bowl advertisers leave these clues for identifying market portions for potential response :

1. Know the market segment variables, 100 million consumers watched the Superbowl out of a possible 300 million. This may not sound like the role of targeted marketing data but look who is advertising.
2. Understand the trends, in the Superbowl it's a yay and nay gamble, morning radio post super bowl talk is largely about the ads; so trends are important, today saving money is a good message, what was smarter than the e-trade monkey commercial, that seemed to say "I was made with little or no money". They may have paid to put it out there but it definitely was meant to seem frugal. What was the message, it was about money, the target audience was everywhere.
3. Learn the times, if the news is talking about volcanos, sell fireproof galoshes, if they say the volcanos are almost over, sell regular galoshes and shovels. Career Builder moved into a top spot in light of unemployment to target that market segment variable.
4. Know that people want to be a part of something, look at the "wave" if you can build up something unique, something that everyone wants a part of or almost has to be a part of, you have caught their attention. Today, late mortgage consumers are a part of something, they have come out of the woodwork boosted by white house talk.
5. Invest in the future as a symbol of confidence in your product and its placement. Advertisement speaks to targeted marketing data during recessive times in a backwards type loyalty, letting them know who is still alive and kicking with bare walled employees while others merely ride it out. Both examples are focused for the most part on what works and even then the price tag for promotion has been proportional not to the risk of the company but to consumer risk. The company that advertises is creating consumer demand.
6. Never slack off, your company should move forward as though there were nothing that could alter its progress, driven by a mindset and not by a back fence. Those that succeed are those that ignore the whisperings and get on with it. Breaks may be a necessity but who is risking them during the Superbowl.

Market Segment Variables: The Bearing of Giants

Let's be clear, advertising is business, big business and when it's done on a super bowl scale it is a long term investment. This year we are still hawked the recessive numbers that sell so much in the dying press. New products promotion is questionable because not much in the way of innovation is out there. The big deal now is services, and client retention, after all no one wants to be caught with a big marketing bill when half or most of the staff is laid off. It's a tricky time.

There are angles and there are free rides such as that of banned ads that create so much buzz pushing the scandal button, that the backers end up outdoing themselves with free press. This is a weird situation really because if the whole thing is about being "family oriented" why did an errectile problem company make a brand through the super bowl. We know through targeted marketing data that football fans young and old have a gusto awareness of life but being aware and knowing consequences are two different things, with Cialis who will not be affected when the trend of much older men marrying much younger women, subsequently leaves widows that take on government benefits for years and years and years and years etc. Little did we know when we were told that Social Security was going broke that it might have something to do with a super bowl commercial.

Product Placement - A Long Term Investment

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