Super Bowl-Style Marketing Results – Minus the Million $ Budget

Eva Maria Schmidt
January 23, 2020

It’s that time of year again. Break out the pizza and wings: Super Bowl LIV is almost here. All eyes will be on Hard Rock Stadium in Miami on Sunday, February 2, as the 49ers take on the Chiefs. Sure, some people watch for the game; others for the half-time show (hello, J Lo & Shakira). But let’s be honest: for those of us in marketing, it’s all about the commercials and which brands/companies are “playing” in the big game.

Who’s in this year? And how much are they spending? Advertisers that buy two 30-second ads in this year’s game are paying $5.5 million; buy only one 30-second ad and you pay $5.6 million — both record prices. (If you’re interested in following Super Bowl ad coverage to keep up with every spot in the game including details on the creative and where it will run in the game, Ad Age provides full coverage in one place with their Super Bowl Special Report.)

It’s Not About the Big Buy

Super Bowl ads are ridiculously expensive and for many (most?) brands and marketers, cost prohibitive. But being in the big game is not the Holy Grail of advertising and marketing. You can drive better ROI and accomplish winning results on a more realistic budget, with careful planning and execution.

The secret isn’t having a five-million dollar ad in the big game. It’s about getting in front of the right consumers, when they’re ready to buy. It’s about offering the right product, at the right time, in the right channel. And there’s really no secret to accomplishing this, when you have the right marketing platform. Winning marketers use AI-powered predictions, like those offered through Marigold Recommendations, to offer the right product at the right time and in the right channel. That could be an SMS message, or a personalized message on a website, or an old standby like email.

Of course, the opposite can also be important: using data and AI to pause campaigns or messaging, and not making an offer if the time is not right. Viewers watching the Super Bowl expect to be bombarded with commercials. But when it comes to your marketing messages, what about that customer who recently called customer support with a complaint or an inquiry? She may not want to get a sales message from you at this moment, until her issue is resolved.

It’s critical to know precisely where a customer is at every moment in his or her journey – and then responding accordingly. It’s this kind of thoughtful approach to personalized marketing that’s helping organizations cut through the noise and create meaningful, mutually beneficial relationships with their customers.

A Smarter Solution for Winning Results

Selligent offers an omnichannel marketing solution that uses AI to make the right offer at the right time; while also empowering marketers to know not to send one at the wrong time. Our platform was recently identified as one of two Leaders in Forrester Research Inc.’s report “The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019.” Forrester cited Selligent for its “focus on moments-based marketing” and added, “Customer references for Marigold Engage described how they leverage it not only for marketing campaigns, but for operational, transactional, and loyalty communications that address multiple CX use cases.”

Selligent is an intelligent marketing automation platform that will help you enjoy the taste of victory with each and every campaign. Our winning playbook features an AI-powered offense that drives you across the goal line with omnichannel personalization. Our game plan is designed specifically for marketers: it’s sophisticated, but easy to use, so you can execute campaigns quickly, without fumbling. And our team is always ready to support you, so you can maximize every moment of interaction with today’s connected consumers.

Enough of the football analogies! You’ll hear plenty of those in the days leading up to and following Super Bowl LIV. Just remember that with careful planning and execution, you really can drive ROI and accomplish excellent results from your campaigns, on a more realistic budget. We would love to show you first-hand how our marketing platform works. Just register for your free demo and we’ll show you how Selligent can help you succeed with your campaigns in 2020.