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How Many Inbound Marketing Leads Could I Drive With Super Bowl Ads?

Many More Than The Actual Ads By The Companies Spending Over $5 Million For 30 Seconds

Let’s get the stats out of the way first. According to VarietyFox is charging marketers anywhere between $5 million and $5.5 million for a 30-second ad during the Super Bowl this year. ... For comparison, the average price of a 30-second ad during Game 7 of this year’s historic World Series was just over $500,000. The price for a similar spot during the 2016 Oscars cost about $2 million.

But wait, now we hear it’s not enough to shell out $5 million for the 30-second spot. Ad execs are suggesting you have to advertise your advertisements. One marketing executive told The New York Times that its common for advertisers to spend an additional 25% or more of the cost of their commercial slot just on promoting the ad in the lead-up to the Super Bowl. That means advertisers are tossing another $1 million into the fire to promote their Super Bowl ad. It’s just craziness.

Here is another data point for your consideration. As a article reports, “advertisers must also contend with the potentially high production costs of putting together a commercial. ... The average production cost for a Super Bowl ad in recent years was reportedly north of $1 million. Cha-ching! Now we’re up to $7 million to get the 30-second ad out. But wait, it gets better.



Advertising Is Easy And Inbound Marketing Is Hard

Ads Are Set It And Forget It; Inbound Marketing Requires Constant Care And Feeding, But Inbound Still Fits Today's Buyers Better

I was watching TV the other morning and saw the same car dealership commercial that’s been running for the past month or so. The thought occurred to me: “Wow, that’s so much easier than what we do.”

If you think about it, you make the ad and then run it over and over and over again. If it works, you get leads and new customers without any additional work on the part of the agency or the client. Banner ads, PPC, TV ads, radio ads, print ads and outdoor ads all work like this; once it’s set up, you’re done. Advertising is really set it and forget it.



Snap Out Of It: Your Current Marketing Sucks – Inbound Marketing Generates Leads!

Where’s The Logic Behind "We've Always Done It Like That"?

Let me know if this sounds familiar ...

You attended four trade shows last year, and each one cost you about $15,000 with travel, storage, rentals, entertainment, etc. You bought a series of four ads in two trade magazines for $5,000 each. You have a website that requires constant care and feeding, and you even redid it last year at a cost of $40,000.

You write, design and print sales collateral that might cost you $10,000. You send some emails out every now and then, but they don’t cost much, so let’s not even worry about those pennies. You do some press releases and post some stuff to social media. You have a small agency that helps you with this, and you pay them around $2,000 a month. You also have an SEO firm helping you rank on the search engines, and you pay them $1,000 a month. Oh, and your internal marketing manager makes $50,000 a year.

So, for your all-in marketing, you're looking at almost $200,000 a year plus the compensation for your internal marketing resource. Now, the million-dollar question: What did you get for that investment?

Looking for an answer to this critical question? Read on!



Inbound Marketing Is Under Attack: A Thoughtful Response

If You Think Inbound Marketing Is A Fad, Consider This

I thought about ignoring the buzz around the book Disrupted, but lately, I’ve noticed a number of articles that appear to be taking some of the comments from the book and continuing the conversation to suggest that inbound marketing, content marketing and some of the other new marketing methodologies are in some way flawed or, worse, a shame.

For instance, there is an article on TechCrunch titled "Everything The Tech World Says About Marketing Is Wrong." The first third of the article aims to discredit HubSpot, the team that works there, Joe Pulizzi and everyone at the Content Marketing Institute. The author goes on to infer that if you’re not following the four P’s of marketing, you don’t know what you’re doing.

I considered commenting on his article, which many people did (most of them railing on him for being completely disconnected from reality). Instead, I wanted to more thoughtfully put together comments that countered these ideas.



Inbound Marketing Causes Ad Man To Promote Direct Mail

Inbound Marketing Provides Options That Traditional Outbound Just Can't Deliver 

Let’s face it, people are reading less direct mail. All you have to do is stand outside your house and watch people sort through their mail, throw out all the junk and take their bills inside. Going forward, do you think people are going to be reading more mail or less? Definitely less, right?

So, why would the CEO of a major ad agency stand up in front of a group of people and say direct mail is making a comeback? Here’s a link to an article about the CEO of McCann talking about the direct mail industry.

You have to understand the context of this article. He’s speaking to the National Postal Forum, so clearly these people want to hear about mail making a resurgence. Perhaps Harris Diamond was tailoring his remarks to his audience, but I thought that looking at his comments might be interesting from an inbound marketing perspective.



How You Can Vote For Inbound Marketing

A Vote Against Advertising Is A Vote For Inbound Marketing

It’s Election Day here in Pennsylvania, and I imagine there are local and primary elections going on in many other communities around our great country. The U.S. is one of the few nations allowing citizens to vote on how people are governed.

But, did you know that you, as a consumer, also have the ability to vote on how you’re marketed to?

If, for instance, you continue to answer your phone when telemarketers call during dinner, you’re actually voting for that practice to continue. If you respond to direct mail, you’re voting for those advertisers to send more postcards to your home. And, if you click on banner or pay-per-click ads, you’re telling digital advertisers that these tactics work.

If you enjoy being interrupted, then by all means, continue. But, if youd prefer that companies spend their time and money on creating more compelling experiences for consumers, it might be time to vote against interruptive advertising practices.



Inbound Marketing Coexists With Traditional Marketing, Too

I was speaking to 600 marketers last week and dropped a little shade on the four Ps of marketing (Promotion, Product, Price and Place). In my session, I said that the four Ps were dead and that inbound marketing is the replacement for this thinking.

I do still believe this, but I couldn’t help noticing a product packaging example that felt more like inbound marketing than traditional marketing.

Some of you might think this is a stretch, and maybe it's more of an example of remarkable packaging than inbound marketing. Regardless, I like Inbound Unwound to have a breadth of content. So today, I bring you the insight on how packaging can have just as much of an impact on sales as the actual product, price or marketing does.



It's Official: Inbound Marketing Killed Outdoor Advertising

I was driving to work the other day and noticed this electronic billboard near our office (see image).

Sorry for the pixelation, but electronic billboards don’t photograph well. The billboard says: "Out-of-Home" and "The Original Search Engine."

It's basically stating that outdoor billboards are the original search engine. Do they actually understand how search works?

It doesn’t seem like it. Instead, this shows me that outdoor advertising is officially dead. It acknowledges that people have focused their search for products and services on Google, Yahoo and Bing.



Is Inbound Marketing Contributing To The Decline Of Traditional Media?

Inbound marketing is a constantly evolving methodology, and it requires you to be constantly challenging the status quo.

During a run the other day, I noticed the daily newspaper sitting on a number of my neighbors' driveways. Take a look at the image here. Notice the bag that the newspaper was delivered in, announcing the new and "improved" newspaper. Funny when you hear it like that, right?

Since I don’t get the paper and didn’t want to borrow one from my neighbors, I don’t know exactly what’s new and improved. I did attempt to find out via a number of searches online, but nothing came up for any relevant search terms. That sounds like a problem right there, yes?



Inbound Marketing: Unceremoniously Missing From The Super Bowl

This article about inbound marketing and the advertising during the Super Bowl should have probably been published on Monday, but we had something else scheduled. In an attempt to do a Throwback Thursday to Sunday’s Super Bowl, I want to mention how shocking it was to me that not one of the ads on Super Bowl Sunday had any inbound marketing elements.