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Mike Lieberman, CEO and Chief Revenue ScientistFri, Feb 3, 2012 4 min read

The Social Media Alternative to the Super Bowl Ad

 The Big Game is on Sunday, but wait instead of your one-time 30 second Super Bowl ad, you try a more scalable, repeatable Marketing Machine approach. Marketing is a marathon, not a sprint. Make sure your strategy is oriented to the long term because short term lift is not sustainable.  Here is an option to consider.

super bowl logo s640x427 resized 600What could you do with $4 million dollars?

  • The first step is to return $2 million to your bottom line because you can run a 12 month campaign that delivers many more leads for 50% of the cost.

  • Next you have to invest some of that money into a comprehensive messaging strategy and marketing plan. Strategy before tactics, right? Who are you talking to? What are their pains? How does your product/service satisfy those pains? How do you do it remarkably?

  • Instead of one 30 second ad, you would get 12 months worth of marketing, creating a more sustainable, repeatable, scalable marketing effort that delivers leads every day, instead of just for a few days in early February.

  • To match the projected website traffic from a single Super Bowl ad, you need to drive 92,000 people a month to your website. To do that, you need to be seen by 920,000 people each month. That level of visibility would take about half of our $2 million dollar marketing budget. Our plan would be to create a series of viral videos, with compelling user contests to engage your target market.  

  • Each month, four videos would launch, one per week, with a contest theme for the month. Social media and content sharing sites become the focus of your placement effort along with banner ads and other internet media placements designed specifically for your target market. All with offers for educational or entertaining content driving visitors back to your site. This delivers a very targeted effort, as opposed to the shot gun approach of the Super Bowl ad.

  • The other $1,000,000 would be spent on the website and interactivity of the visitor’s experience including lead nurturing and email marketing which would continue outreach to visitors even after they leave the site. This would provide ongoing touch points getting prospective customers to return and connect with your company. This effort would cross sell, up sell, and add on sales over the course of the year at a very low cost per lead.

  • This content effort actually doubles or even triples our conversion rate from 1% to 3% which means we need only a third as much traffic or we deliver triple the leads.  Now you get 2,760 leads per month on your website. At the end of the year you have 33,120 or three times as much as the Super Bowl.  Your cost per lead is $60. 

  • To drive the cost per lead down even further, consider the sharing that would take place. The extension of your reach facilitated by everyone who found your contests, videos, and content interesting enough to pass along. Each person is good for roughly 20 additional pass-ons. At the numbers discussed above that adds a 20 times lift to the reach numbers.  Now at 66,000 leads you are looking at cost per lead of about $30. Right in the ball park discussed yesterday.

This is a fun, hypothetical example and we made a lot of assumptions to prove our point. First, marketing is a science, not an art, as some might lead you to believe. Second, everyday people come to us who have been using traditional, interruptive and high cost marketing to drive business. There are options. Consider some of the options discussed here today!

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.