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BizReport : Advertising archives : February 03, 2015

Expert: What SMBs can learn from Super Bowl advertisements

People continue to talk about the advertising hits - esurance/Breaking Bad - and missing - Nationwide and dead children - of Super Bowl XLIX, one expert points out the strategies used by those bigger brands can still be important. Especially to small businesses.

by Kristina Knight

"Just because small businesses couldn't afford the hefty $4.5 million price tag for a 30 second spot at the Super Bowl, that doesn't mean there wasn't a lot of potential value for them in those advertisements. This year's Super Bowl provided a wealth of information about the branding strategies that will--and won't--work with consumers in 2015. There were a lot of commercials focused on comedy this year, but some of the favorites, including Dove's #RealStrength and Budweiser's lost puppy advertisements, struck an emotional chord that really connected with audiences," said John Oechsle, CEO, Swiftpage.

Oechsle's tips?

First, know how and when to effectively communicate with your audience. Is it through email, website, social media? SMBs now have access to tools that used to be only affordable for larger brands; these tools make reaching out simpler.

Second, make your brand authentic. Brilliant branding strategies that don't resonate and connect with the target audience will not help a small business succeed. SMBs need to think of brand as part of an overall strategy that engages customers while also validating what the company represents.

Third, automation is a small business's friend. Automation makes it simpler for SMB owners - who may also wear the title of salesman, technology officer, etc., to better handle those different responsibilities while still putting customer service at the top of the list.

"Figure out how you can really connect with the target audience of your small business and brand yourself in such a way that reaches them in a way that makes them want to be a part of your brand," said Oechsle.

Image via Shutterstock

Tags: advertising, advertising strategy, SMB tips, super bowl advertising, Super Bowl XLIX, Swiftpage

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