{"id":3088,"date":"2014-02-01T05:25:29","date_gmt":"2014-02-01T12:25:29","guid":{"rendered":"http:\/\/www.periniassociates.com\/?p=3088"},"modified":"2014-02-01T05:25:29","modified_gmt":"2014-02-01T12:25:29","slug":"superbowl-hype-lesson-small-business-nonprofits","status":"publish","type":"post","link":"https:\/\/periniassociates.com\/index.php\/2014\/02\/01\/superbowl-hype-lesson-small-business-nonprofits\/","title":{"rendered":"Super Bowl Hype: Lessons for Small Business and Nonprofits"},"content":{"rendered":"

by Michael B. Perini, ABC<\/a>
\nperini & associates<\/a><\/p>\n

Regardless of who wins, if you are reading this then my assumption is that you are a Super Bowl friend. \u00a0Your reasons might be among these three or ALL of them:<\/p>\n

1. \u00a0The teams playing in the game.
\n2. \u00a0The TV commercials
\n3. \u00a0The HYPE — or excessive publicity!<\/p>\n

Again, regardless of the outcome on the field there are some great lessons that can be applied to business and nonprofits.<\/p>\n

The teams playing in the game. \u00a0<\/strong>Your small business or nonprofit is always on the field. \u00a0Am I correct? \u00a0Your opponents are your competition, customers and\/or supporters. \u00a0Every day you open your door you have to have a winning game plan; you have to perform. \u00a0A takeaway from the Super Bowl is the intense preparation by the two team. \u00a0 \u00a0The strategy. \u00a0Professionalism. Focus. \u00a0Practice. \u00a0All the hard work. Finally, the execution. \u00a0I suggest you use that same\u00a0approach.<\/p>\n

The TV commercials. \u00a0<\/strong>Yes, there are resources involved. \u00a0From production costs to paying for airtime. \u00a0This year, the average cost of a 30-second commercial will be about $4 million, or $133,000 per second, according to advertising experts. \u00a0Again, there is a lesson for the business owner and nonprofit executive when watching the game’s commercials. \u00a0The costs of these, or ANY ads are meaningless if they don’t work. Let’s put the costs behind for a moment. \u00a0I want you to look at three key elements when viewing them: \u00a01. \u00a0The creative ideas behind the\u00a0commercial. \u00a02. \u00a0The target audience that the producers were going for. \u00a03. \u00a0Did it bring emotion or a call to action for you to buy something or support a cause? \u00a0You can produce the same effective commercial, much of the time, without all the extra expense. \u00a0True, you might have a national and international audience viewing the commercial, but really, does your local business or nonprofit need outreach 1000 miles or further away from your store or office front? \u00a0Again, there are firms right now that are producing and airing effective and efficient commercials that are just as impactful. \u00a0One other takeaway from the Super Bowl ads. \u00a0You should use social media to buildup your ads or distribute a news release about your ad before it airs. \u00a0Use YouTube, Facebook and other platforms as teasers.<\/p>\n

The HYPE — or excessive publicity! \u00a0<\/strong>“Super Bowl hype is the sound of America’s conversation with itself,” wrote Mike Tanier, author of The Fifth Down, The New York Times N.F.L. Blog.<\/em> \u00a0<\/strong>The game and all of the ancillary events — commercials, pre game shows, media sessions, parties, overpriced tickets, celebrity beach football and so on — become side shows. \u00a0However, with excessive publicity there is a risk that needs to be understood. \u00a0Exaggerated or extravagant claims made especially in advertising and promotional material can backfire. \u00a0 If you, as a business owner or nonprofit executive, can not deliver then the claims that you are making are misleading and your bottom-line for customers and supporters will be negatively impacted. \u00a0You all know when there is too much hype. \u00a0So, why not use those good instincts in defining your own publicity and promotional policies? \u00a0It really makes sense to do so.<\/p>\n

Footnotes:<\/strong> \u00a0Ok, one Superbowl commercial for now. \u00a0“Ellen Reveals Her Beats Music Super Bowl Commercial”<\/em>…. Enjoy the Game and all the hype!
\n