Monday, February 4, 2008

So, pretty much EVERYONE watched the Giants upset the Pats in Super Bowl XLII on Sunday in Arizona.

To be honest, we were a little upset the Pats lost. We are huge football fans - and we even tend to enjoy watching the Giants play. So, it's not like we were cheering against them, but we history is history and we would have enjoyed watching an undefeated season be written in stone. But, that's why they play the games. Anyway, we are certain you are not reading this for a sports writers analysis of the game - and if you want one there are probably 8,387,907 all over the internet.

Nope - we are here to discuss the Super Bowl ads. Not so much the ads themselves - but more importantly - what it means TO advertise in the Super Bowl. It is a remarkable thing that Super Bowl commercials have seemingly taken on a life of their own. To many, the ads are as exciting - if not more so - than the game itself.

We believe that Super Bowl commercials are the ultimate example of 'Status Marketing'. It is an exorbitant marketing effort that not only conveys your brand to a market - but does so in such a way that consumers view your brand as being at a level above the competition. Yet, this 'level' is not based on product quality, or user-friendliness, or customer service - it is based on being one of - or the only - brand in your industry who participates in such events. Bud and Bud Light continuously produce Super Bowl commercials - when no other beer does. That will make them seem elite in the eyes of a consumer because Super Bowl commercials are so expensive and are reserved for only the highest bidders.

What is more are events that promote Status Marketing. For instance, Playboy continuously hosts the best Super Bowl party year-in and year-out. They spare no expense, leave no detail unturned and the biggest celebrities flock to the evening - leaving countless men around the world wishing they could get a ticket in. This has nothing directly to do with selling magazines, but the image of the Playboy brand is one of elite status. Seemingly, Playboy does not just offer you a magazine to read - it offers you a lifestyle of bachelor existence that necessitates enjoying the finest things the world offers.

True, Status Marketing is somewhat reserved for those already swimming in riches - as it requires resources to promote this type of brand. Yet, this is a form of marketing that ingrains the importance of a brand into the consumers heads - without them even knowing it. When customers positively view your product as one that is elite - based on criteria definitively NOT related to characteristics of the product itself - you have achieved a very high level of Status Marketing.

And...you may have just enjoyed a very good party.

Until next week...keep practicing.
Peace.

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