Tag Archives: Advertising

3 Things Building Materials Marketers Should Take Away From Super Bowl Ads

5 Feb

So God Made a Farmer - Dodge

Besides the fact that Super Bowl is a trademarked NFL name

Like millions of people around the world, I watched Super Bowl 47 and was amazed at the resiliency of the 49ers, but also how regardless of the fact you can plan for every possible contingency, sometimes things go wrong and the lights go out.

As a lifelong football fan and career marketer, the Super Bowl represents the Holy Grail. No it’s not saving anyone’s life, but if you look back at the greatest campaigns or ads, the Super Bowl is where they were born. From the Macintosh 1984 ad, to the e-trade baby, to the Bud Light “Waasssup” guys, we always seem to remember one or two of the ads. But after the millions of dollars and the endless lists of top ads, do they really work?

As most people saw, there were some really well done mini-films like the Dodge ad with the Paul Harvey voice over, but there were also offensive ads like the Go Daddy kiss ad. So which was more effective? Time can only tell, but from a brand perspective, I’d bet Dodge faired better.

The 3 things I try to think about when watching the ads are:

1. Does this ad connect me to the brand?

  • Several of the ads connected with me. The Dodge farmer spot, the Clydesdale ‘remember’ spot and the Audi prom spot all made an emotional connection with me and their brand. Not because I grew up on a farm, or because I love my animals, nor because I got to take my brother’s brand new Corvette to senior prom. They connected with me by telling a story.

2. Does this ad make me want to buy their product?

  • Somebody asked me via Twitter about the call-to-action on a spot and my comment was, hardly any of these ads had a true call-to-action. They’re brand awareness building. But I will say as a GoDaddy customer after sitting on the couch with my 7-year-old daughter, I really don’t want to give Bob Parson any more money.

3. Would I share this message?

  • In today’s social world, this is a big one. Used to be that you had to watch the Super Bowl to see the ads. Now they’re ‘leaked’ early or they’re on YouTube. But as I watched the game on the TV screen and interacted with Twitter on my iPad screen, I realized the purpose is as much to inform, as it is to create evangelists; people that will talk about your brand, your product, and your message.

So how do we as building material marketers use this annual ritual of advertising and branding excess? We remember to tell our story, to connect to our audience, to not offend our customers, and most importantly we produce messages that our customers want to share. Learn more about understanding your customer.

Facebook Offers New Features for Building Product Marketers

4 Dec

Building product marketers: Measure Facebook ads

Facebook Now Offers Targeted Ads, ROI Tracking Tool, and CPM Bidding Tool

Last year Elton discussed why social media ads might be something to add to your mix. With high print advertising rates and smaller marketing budgets, it’s important for building product marketers to consider the new tools Facebook has to offer. It’s worth a look at these options to see if they fit into your marketing strategy. Recently Facebook added three new features including:

  • Targeted ads
  • A ROI tracking tool
  • An optimized CPM bidding tool

New – Facebook Targeted Ads

  • Targeted ads allow advertisers to target customers by uploading their emails, phone numbers, or Facebook user IDs. Building product companies can target their advertisements to the list of customers they have along with target prospects. This allows marketers to connect with contacts and build stronger customer relationships. Building product marketers are able to target segments with a personalized message based on whether they are a customer or prospect. In addition, this provides companies a new way to gain Facebook fans from current customers and gain leads from prospects.

New – ROI Tracking Tool

  • The tracking tool allows companies to track conversions to their external pages and measure results like sales, leads, and downloads. Marketers are able to see how ads perform after clicking on the ad and being driven to the company’s landing page. With the new tracking, marketers can monitor segments that positively respond to certain messaging to gauge future ad messaging. Building product marketers can track the results by adding the code on the post-click landing page like a thank-you page.

New – CPM Bidding Tool

  • Facebook allows marketers to manage their campaigns with CPM, cost per thousand impressions, bidding tool by setting an advertising goal. By entering whether your company wants more Facebook page likes, sales, leads, etc., Facebook will adjust the CPM ads to target those who are more likely to achieve this goal. If the goal were to gain more leads, Facebook would show the ad to your target audience of prospects rather than the audience that is likely to like your company page.

With the new features Facebook offers, it is simple to measure the campaign return on investment in one platform. By not taking advantage of the latest ad technology, you could be missing the chance to build a stronger relationship with customers or gain new prospects. As Elton mentioned in a post earlier this year about utilizing social media ads in the building products industry, it is a small risk to invest in Facebook ads since people everywhere are engaging with social media.