Three Reasons Companies Still Fork out the Cash for Super Bowl Ads

The Super Bowl is undoubtedly the most-watched program on television, with each year surpassing the previous. So it should come as no surprise that its commercials come with a multi-milllion-dollar price tag.

Though the Super Bowl attracts a larger audience than any other television event, not everyone watching falls into advertisers' target market. So why invest in it over other mediums? Here are a few reasons businesses still fight for these 30-second slots.

It's a Numbers Game


The more people watching the Super Bowl, the higher the likelihood that a commercial will reach it's desired target consumer. Businesses know this, and depend on it when investing big bucks in Super Bowl ads. It's basic probability. But it's important not to just make a guesstimate of how many sales you pull in.

By including a link to a unique landing page or toll-free vanity number in your commercial, you can easily calculate ROI. These are two tricks that make your ads memorable, but not in an over-the-top way. While they're impressionable on consumers, they'll be even more impressionable on your marketing team when they prove an ad's ROI.

Creativity Has [Almost] No Limit


Every year there is anticipation for the Super Bowl commercials, because they're the most over-the-top advertisements of the year. A few companies have figured out how to get the most bang for their buck by making teaser trailers for their commercials to really hype up their air time.

Ads range from really funny to pretty strange (why does Arnold Schwarzenegger have long hair and why is he playing ping pong?). But either way, it's a great time to use those corny jokes and weird head-turning ideas that made everyone take notice. While you want to aim for unforgettable, don't go so far as to be undesirable. Ads that are offensive or extremely off-putting will get bad PR in the end.

Shake Your Tail Feather


Sometimes companies just want to prove that they are doing well enough to advertise during the Super Bowl. It's estimated that some ads this year may even cost up to $4 million, which is certifiably insane. Some are even saying that's too expensive to see any return on the ads.

Do you think advertising in the Super Bowl is a wise investment? Let us know your thoughts below!

Facebook Just Got More Trendy

While you can casually scroll through your Facebook News Feed and see what the people in your social circle are up to, there's not an easy way for you to identify the majority of interesting topics that are being posted (like you can on Twitter).

But that’s about to change.

Facebook’s new introduction of "Trending" helps you quickly see popular content in the top right corner of your News Feed. Though it’s not yet available on mobile, it’s a good start.

Facebook trending screenshot

Why is this genius? We’ll give you three reasons.

Two women sitting on couch talking over coffeePeople Love to Be in the Know


Being excluded from a conversation because you haven’t watched that one YouTube video that everyone has already seen isn’t fun. And you kind of feel like a hermit crab. So the ability to skip through everyone’s recent baby announcements and quickly glance through the popular posts you actually care about is time-saving gold!

Everyone’s Looking for Great Content


Man speaking to crowd with megaphone
If a video has a few million views, you know that it’s probably worth watching. I mean, everyone else has, right? While everything that's popular isn’t always spectacular, you (along with the rest of the public) have become accustomed to seeking out Twitter posts with multiple retweets, movies that have won People’s Choice Awards, YouTube videos with high views and restaurants with crowded parking lots and long waits. These are all good indicators that a product or service has risen above the norm and caught the attention of the masses.

 

Facebook’s Algorithm Only Shows You What’s Hot Right Now


The trending topics that will appear on the "Trending" feed are not made up of the largest volume of posts or articles about a particular subject but subjects that are experiencing the greatest spike in mentions. And in case you were wondering, it’s not getting clogged up with "promoted trends," which might change in the future, but for now it’s free advertisement.

Confused because you can’t see the "Trending" topics section yet? No worries. Facebook won’t roll it out until Thursday, and even then it will be in limited countries. Be patient! Your time-saving trend will appear on your Facebook feed soon!



 



 

Three Ways Tracking Calls Is Like Being on 'Bigfoot Bounty'

Bigfoot on phoneImagine this. You’re an expert tracker of drugs, poachers, etc. (take your pick!), and you’ve just undertaken a new mission: to capture Bigfoot. Your reward for hunting down Sasquatch is $10 million of cold, hard cash. The catch? You’re up against nine other teams of expert trackers. And your every move is being filmed.

This is exactly what the contestants on Spike’s new TV show "10 Million Dollar Bigfoot Bounty" have signed up to do.

While your job may not be as enthralling as finding the long-sought-after Bigfoot, as a marketer you still do some tracking on a daily basis. And if your business’s best leads come in the form of phone calls, you face challenges similar to the ones the "Bigfoot Bounty" trackers encounter.

Don't believe us? Keep reading.

You Have to Do Some Groundwork


On "Bigfoot Bounty," the trackers set expert traps, like the one in Episode 2: a trip wire leading to a flash grenade. This is the groundwork for their big capture. If your goal as a marketer is to bring in high-quality phone leads, you'll need to do a little groundwork yourself to avoid being the marketing equivalent of a tracker who wanders around the woods hoping for a chance encounter with Bigfoot.

Tip: Get in the habit of assigning unique toll-free numbers to each lead source. If you use the same number for all your marketing materials, you might get calls, but you won't be able to identify which mediums generated the calls.

You Need to Check Your Traps


What would happen if the "Bigfoot Bounty" trackers laid their traps and never checked them? The traps wouldn't be much good, would they? The same is true for call tracking. Once you've assigned tracking numbers to your campaigns, it's crucial to go back and check to see if your campaigns got any bites.

Tip: To make things easier on yourself, log into your call tracking interface and set up a report that gives you your desired metrics, such as the total number of calls received by campaign, total number of calls received by media type or the percentage of total calls a certain media type generates. If your call tracking provider gives you the option to have the report emailed to you at predefined intervals, you won't even have to remember to run the report every day, week or month.

You're Competing Against People Like You


"Bigfoot Bounty" challenges the trackers' expertise in a new way, because they're up against other experts who use different tactics. In the same way, you're going up against other marketers to capture high-quality phone leads that ultimately convert to customers.

Tip: Keep tabs on your competitors' marketing strategies. What tactics do they use that you don't? Do they use some of the same strategies but execute them differently? Stay on their trail by bookmarking their websites, subscribing to their blogs, checking in on their social media accounts and setting up a Google Alert for their names. To see what callers are saying about your competition, use voice-recognition software to scan your phone calls for competitor names.

Call tracking sometimes feels like you're on the prowl for Bigfoot, but it doesn't have to. With the right tools and a good strategy, you can make your capture. Happy hunting!