Thursday, February 2, 2012

3 Key Quotes Guide Watching Super Bowl Ads to Understand Impact on Association Members and Nonprofit Donors

If you are watching the Super Bowl Sunday (2/5), be sure to check out how many of the advertisers are trying to engage and involve viewers through “social TV.”

Here’s a piece from Reuters that provides three quotes relevant to the Super Bowl and your overall association marketing program:  Super Bowl Advertisers Seek Buzz on Social Media And, USA Today followed with a story headlined Super Bowl Goes Mobile.

  1. "We wanted to interact with consumers in the most simple and organic way so they would have nothing to do other than what they usually do," said Pio Schunker, Coca Cola senior vice president of integrated marketing platforms.
  2. "Our philosophy now is nothing happens in isolation," said Shiv Singh, global head of digital for Pepsico Beverages. "Social TV is a massive phenomenon and a critical element of our Super Bowl campaigns."
  3. "Advertisers don't think about the TV campaign alone anymore but as a way to reach eyeballs and then stimulate conversations about their brands," said Bluefin executive Tom Thai.
I know, few (if any) associations and/or nonprofits have $3.5 million to buy a 30-second spot during the Super Bowl let alone the budget to create an integrated campaign to go with it.

But, as I’ve written before, our members and donors shared Super Bowl experiences influence their expectations of all forms and sources of media ... including their associations and charities.

So, how can your association implement these strategies?
  • First, remember that nothing happens in isolation ... build a holistic (integrated) content marketing program that combines social media and traditional media.
  • Second, recognize that while you may not have a big budget, you do have access to rich content of value to your members and prospects. This might be found from conferences, videos, blogs, member Tweets and more.
  • Third, find creative ways to engage, connect and motivate your members and prospects.
I’m planning to write more about how companies are moving to integrated digital marketing and how that will influence expectations of associations and nonprofits.

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