So, how was it for you? Did you like the new e-trade baby? Did it make you want to log in to e-trade?
Want to go test drive a Hyundai this morning? Eat Doritos? Or did Pepsi have the right idea for the wisest use of their Super Bowl money?
I’m more curious still – in my small market in Missouri – how the local guys who spent $7,000 for :30 plan to see a return and justify dropping that kind of cash on one ad that could buy me, for example, around 600 :60 radio ads and a bag of Doritos.
What makes people do the things they do? Are those influences and influencers changing?
Is it time for your business to change, too? Come to Austin in a couple weeks. From Roy H. Williams’ Monday Morning Memo in my inbox this morning:
Every business owner is on the inside, looking out, and what they see is entirely different from what their customers see. Customers are on the outside, looking in.
Great ad writers remain on the outside, looking in. They are advocates, not of the business owner, but of the business owner’s customer. This gives them their great advantage.
Do you have the courage to learn what your company looks like from the outside, looking in? Would you like to know what your customer is thinking?
Twice a year I gather my Wizard of Ads partners from around the world for 2 days of continuing education in Austin, Texas. This year we’re looking for 7 business owners willing to be guinea pigs for us on February 25, the second day of class. These selected business owners will be responsible for their own airfare and accommodations. Since this is not a Wizard Academy event, we can’t offer you a room in Engelbrecht House. Sorry.
In return for your investment of time, travel costs and courage, you’ll receive 1 hour of focused attention from the brightest ad consultants on earth.
If you own a business and are interested, email PaulBoomer [at] WizardOfAds [dot] com or call Paul Boomer at (573) 268-4109. Please, no advertising professionals.
I hope to see 7 owners of interesting businesses in Austin on February 25.
You should read today’s Memo: How I Win the Ad Wars (Frankly, I Cheat. You Can, Too.) and then I’d email my friend Boomer if I were you. This kind of advice is rare and valuable. I’d hate to think of you missing out because you were watching last night’s TV ads over and over again this morning.
There’s nothing less valuable than last night’s TV ad. It’s over. Done. What are you going to do next?
It is good to be a guinea pig.
Tim, the funny thing about last night’s ads is that many of them turned me away from their product.
I wouldn’t use eTrade if my life depended on it. Why would I want a bunch of spoiled brat babies helping me with my stock portfolios?
I’m kinda turned off Doritos right now, too. I’m afraid to eat a product that might turn me into one of those Dorito weirdos.
And does anyone actually behave that way when they get a Bud Light? Of course not. So the ads actually had the effect of saying, “We’re a bunch of liars trying to make our product look better than it is.”
And I still have no idea what the longhorn steer Budweiser commercial was all about – not sure I want to know. Cross-breeding?
Your entry reminded me of the book I’m reading titled, “Sway: the Irresistable Pull of Irrational Behavior.” Seen it?
Regarding the Super Bowl ads, I agree with yours and Phil’s comments. Did you notice the reoccuring “man up” theme in some of the ads, too? I didn’t really like Doritos before, and now, well, …