I’m not the only one looking forward to the Super Bowl more for the commercials than for the play. Not only am I often MORBIDLY curious about these commercials — that used to be more over the top than this year — but I’m a small business owner and always interested in what other businesses are doing to attract their ideal market.
This morning — after being confirmed and affirmed and sworn in for a week of jury duty (oy!) — I caught my local news station discussing these commercials.
Their commercial – centered dialogue centered around two things. The first is the USA Today’s Ad Meter, which allows viewers to vote on their favorite commercials.
The second focused on what they considered the “true measure” of how good a commercial was. One anchor laughed at how foolish it was that a men’s underwear company featured David Beckham. His comment? “Men don’t want to see David Beckham in his underwear.” (Yeah, but those BUYING underwear for “their men” — the women — do.) Another “national expert” piped in to discuss the commercials chastised some for having “no humor” or “not enough warm and fuzzies” and another for being “okay,” but noted that it probably won’t “be shared on social media.”
Essentially, this news segment further cemented a massive misconception in the world of business. This misconception is that your opinion matters. It does not. NOR does the opinion of the VIEWERS of your commercial, frankly. The ONLY thing that determines the effectiveness of a commercial (or sales letter or print ad or referral program for that matter) is this:
Did it increase the number of interested prospects and / or did it increase sales?
That’s it and that’s all. Happy Monday. =)
