Leveraging creativity and the real-time web to break through the clutter and involve the consumer to form a lasting connection is what we all are constantly striving toward.
It's one of the biggest days of the year and it has been called a de facto American national holiday - Super Bowl Sunday. As the most watched sporting event in the world, advertisers clamor for the opportunity to establish awareness for their brand and to tout their wares in front of millions of sports fans. With an estimated reported cost of between $3.7 and $4 million for a :30 ad placement, marketers view this precious time as an investment, and, as such, often take a more diligent approach to assure they make a lasting impression. But why all of this hyper-attention and coordination just for the Super Bowl - shouldn't it be extended to all marketing efforts, regardless of budget throughout the year? With that in mind, here are my top six Super Bowl lessons to use throughout the year regardless of the size, scope, or budget associated with your own marketing effort.
While sports can often teach us a lot of life lessons including the importance of leadership, teamwork, and sportsmanship, the Super Bowl advertising ecosystem offers many lessons as well. The intensity of Super Bowl marketing requires brands to be hyper-disciplined, and to carefully plan, coordinate, integrate, and orchestrate messaging to drive success. Leveraging creativity and the real-time web to break through the clutter and involve the consumer to form a lasting connection is what we all are constantly striving toward. Use these lessons well as you look across your own organization and efforts and I'm sure you too will succeed.
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Michael Della Penna is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael was the senior vice president of Emerging Channels at Responsys. His responsibilities included spearheading the overall strategic direction, partnerships, and solution offering across key emerging channels including social, mobile, and display for the company. Prior to Responsys, Michael founded SuiteDialog and Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social web. Conversa Marketing, was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
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