The cost for a :30 ad during this year’s Super Bowl was $3.8 million, compared to $2.1 million in 2003 and $850k in 1993. Just to be clear, for a :30 Sunday Night Football ad the cost is $545,142 and for a Wednesday American Idol, it’s $340,825. If you’re going to spend that much money, why not put your best foot forward?
The ads in this year’s Super Bowl were not short on celebrities including Bar Rafaeli, Usher, Amy Poehler, Stevie Wonder, Zoe Saldana, and The Rock. Of course many advertisements are able to become water cooler talk, good, bad or indifferent. Like the one “Sexy Meets Smart”, we see a “sexy” model kissing a “smart” guy. Hmmm. Or, “Prom” where a father tosses his son the keys to his car, and the son now has the confidence to kiss the prom queen and in turn gets a black eye from the prom king. But hey, it was nostalgia for those who might have wanted to kiss that special someone but couldn’t muster up the confidence.
What had the best ad in my opinion?
The ad that tugged at my heartstrings and pulled me in. Paul Harvey’s “So God Made a Farmer” kept me enticed with sound words that personified crystal clear imagery. I was moved by the touching shots of the hard work farmers put in from before dawn to well after dark. Of course throughout the commercial we see photos of a truck. Only at the it’s revealed that the truck is a Dodge Ram. It wasn’t an in-your-face commercial but appealed more to hard working citizens and their dependability, like the Ram.
Tell us, who’s YOUR Super Bowl ad winner?
Image by: dullesmoms.com
We are coming off from Martin Luther King, Jr. Day and heading into Black History Month. What a perfect time to highlight prominent African Americans and contributions from Blacks as a whole! It’s also the time of year where we see a surge in advertising targeting African Americans.
Wait… isn’t this the trend every year? Break the cycle! It’s 2013. February is not the only month they purchase vehicles, groceries, clothing or go out to eat. . African Americans are looking to spend with companies that are more in tune with their needs, culture and communities.
It’s more than just linking your ads to a charitable cause or having promotions geared towards Blacks. Annual spending for the African American community is around a trillion dollars, so why are companies content on general marketing advertising with an extra sprinkle during February?
African Americans are becoming less receptive to companies that have a general market campaign that just include black faces. They prefer advertising that is targeted to their specific wants and needs. If you do your home work, your brand can profit from additional sales and transactions. Target consumer spending reflects their desires. They want relatable advertising that will speak to their knowledge, culture and who they are, not just a catchy jingle.
Image by: thecrewcoach.com
It’s important to find the right fit for your business. Engage the right people to help move your company to the next level. Would you hire an animal rights activist to be the spokesperson of your new line of furs? Or, a single man in his twenties to represent minivans.
No matter which way you slice, it just doesn’t fit. Although I have an MBA and technically I am qualified to teach math, I probably would not do as well as someone who is in the math profession. We hire people based on their skills that are best suited for the business. We don’t hire someone that can just get the job done. We hire specialists.
What does that mean for your business? Whether you are a start-up, small business or large corporation, you need to know who your target audience is and the best way to reach them. Your product design, marketing strategy and advertisements are all based on your target consumer. Get to them and make the right impression, you may only have one chance.
Multicultural marketing has become just as important as general marketing. African American, Hispanic and Asian buying power is rising exponentially. There are entire movements dedicated to ensuring that these target markets are not only included but they are valued equally as the general market. There are bloggers that make it widely known the companies and products they deem are “culturally insensitive” and encourage others not to purchase from them.
There are ways to avoid the missteps that so many companies make…Hire a Multicultural Marketing Agency! They specialize in specific demographics and target audiences. It is their specialty to be aware and sensitive to the needs and cultures of their clients. They are conscious of the challenges, buying habits, brand loyalty and reasoning behind purchases. Their function is to offer the right fit for the multicultural target audience.
It’s no secret that there’s a dearth of multicultural roles in Hollywood on either the big screen or silver screen. Even J.J. Abrams’ vision of Middle Earth (“Lord of the Rings,” from J.R.R Tolkein) was populated by only milky-skinned faeries and hobbits, wizards and knights. But this dilemma has not stopped homegrown content creators from producing their own programming. For distribution, sites such as YouTube and Vimeo allow users to create Channels that perfectly house episodic content and grow audiences through subscriptions.
There are several web series gaining millions of views from their respective demos, and attention from potential advertisers. Most recently, Issa Rae’s “Adventures of Awkward Black Girl” has exploded, averaging 180,000 views per episode and currently has over 12MM channel views. Shonda Rhimes, executive producer of primetime gems “Scandal” and “Grey’s Anatomy” recently greenlit another Rae spinoff “I Hate LA Dudes.” Donnie Leapheart’s “Osiris” won the “Best Web Series at the 2012 American Black Film Festival. Latino web series “East Willy B” centers Willy Jr. who struggles to keep his Bushwick bar afloat amidst gentrification. The series has some heavy hitters on both sides of the camera, and earned 100,000+ views in its first 6-episode pilot thus far.
The term “web series” no longer equates to a few teens recording pranks on their mobile phones in a poorly lit room. Some online shows tackle serious issues with HD production value and quality. Even the author of this article has produced a Mommy-centric web series entitled “Mommy UNcensored™: Confessions of a Real Mom,” based on his wife’s adventures through motherhood. This wild comedy tackles the serious challenges that motherhood poses upon a woman’s body, marriage and social life.
Networks are getting in on the fun, too. The Comcast-owned TV channel Mun2 is set to produce 3 web series targeting the Latino demographic. With the pioneering of Internet TV colliding with emerging smart TV technology that streams the web, it’s only a matter of time before these web series jump from YouTube to the Silver Screen.
By Justin Jordan, Sr. Art Director
Image by: ozpolitic.com
Wow! I know you’re so proud of your advertising when you see it. The strategy was well thought out. You pitched the perfect idea, came up with incredible creative and showed the world the best you have to offer. But there’s one issue…it didn’t go over so well with your target audience.
Why? Because YOU didn’t ask THEM what THEY wanted! Sometimes the needs of our target audience somehow takes a back seat when we get so focused on our great concepts and imagined impeccable delivery. I like to call these people “Attention Seekers”. There’s no finger pointing and don’t play the blame game. Someone wants credit for a job well done or for coming up with an idea that will beat out the competition. We’re all human.
So why not take a step back? How much time was spent researching your target market? Are your marketing efforts in line with what they are looking for or did you make their wants fit into your box?
What if a hair care company continuously advertised a shampoo that was “specially designed for curly hair”, but the television commercial showed various women with straight hair holding the bottle. Would you buy it? The advertisement screams, “WE DON’T CARE ABOUT REPRESENTING YOU…WE JUST WANT YOUR MONEY!”
If a client feels like they’re an afterthought, misrepresented or disrespected, they know the power of their dollar and will gladly spend it elsewhere.
Be sensitive to your audiences’ needs. In today’s society when many people change brands like they’re speed dating, it’s important to remember that customers are brand loyal, but not blindly loyal. It’s time to change from being an “Attention Seeker” to becoming an “Attention Grabber”!
Image by: imagesusa.net
We would like to truly say, “Thank-you” to you for reading the IMAGES USA Multicultural Marketing blog. Your input and responses have been amazing! We want to make sure that we are staying true to our focus and would love to know what you want to read about! Please leave a comment or send an e-mail to S.Rolen@imagesusa.net with your thoughts. We look forward to hearing from you soon!
I have something to say. Yes, it’s important, but how will it apply to you? How strong is the message and why would you want to hear it? It’s true that what I have for you is vital to the growth of your business, but how am I going about getting the message to you?
It all starts with knowing your target audience. This point has been stressed over and over. Let’s explore it it once again, but from a different perspective this time. If you want the most bang for your buck, meaning if you want to reach the majority of your audience at one time, go to where they are. You wouldn’t look for a basketball player at a polo match. It seems so simple, but yet this detail is commonly overlooked.
How many times have you seen a commercial that just didn’t seem to fit the station or show? It’s like showing women’s feminine products on an all sports television station. While women do watch sports, you will probably capture more of your audience on WE TV or on Oprah’s channel, OWN.
Your commercial may not be one size fits all. Is your product? Do only men of a certain race shave? Do all women use the same type of shampoo? What you want to convey to your audience is important. How you convey it is even more important. Here are some questions to remember:
* What appeal do you want to have and how do you want your target audience to respond?
* How relatable is your marketing effort to your target audience? (something that is familiar to them)
* How realistic is your approach? (Target audience picturing themselves in the need for your product/service)
* Are you using the right avenues? (Tv, print, radio, billboards, social media)
* Are you at the right place at the right time? (Radio commercial for quick carryout meals at a restaurant between 5-7pm)
Although what you’re saying is important, how you’re delivering the message is the difference between having a video online and one going viral.