Comments on: PEPSI Cans the Super Bowl http://www.transpromo-live.com/2009/12/18/stay-calm-pepsi-and-the-government-goes-tone-deaf-on-marketing/ Impactful Marketing Drives Customer Loyalty Tue, 08 Jun 2010 13:30:40 -0700 hourly 1 http://wordpress.org/?v=3.0 By: admin http://www.transpromo-live.com/2009/12/18/stay-calm-pepsi-and-the-government-goes-tone-deaf-on-marketing/comment-page-1/#comment-283 admin Sun, 20 Dec 2009 21:38:17 +0000 http://www.transpromo-live.com/?p=458#comment-283 Will and John, what I think what we are seeing here is the difficulty to monetize the business of airing 23 M dollar commercial. I suspect Pepsi has to prove with ROI the business impact generated off the Super Bowl commercials and how that spend has been translated back to the business. In many of the CMO I speak with, they share with me the challenge of monetizing goodwill. Is it important, but its the metrics that keep CMO's in their job. Just my thoughts. Will and John, what I think what we are seeing here is the difficulty to monetize the business of airing 23 M dollar commercial. I suspect Pepsi has to prove with ROI the business impact generated off the Super Bowl commercials and how that spend has been translated back to the business. In many of the CMO I speak with, they share with me the challenge of monetizing goodwill. Is it important, but its the metrics that keep CMO’s in their job. Just my thoughts.

]]> By: John http://www.transpromo-live.com/2009/12/18/stay-calm-pepsi-and-the-government-goes-tone-deaf-on-marketing/comment-page-1/#comment-282 John Sun, 20 Dec 2009 17:26:15 +0000 http://www.transpromo-live.com/?p=458#comment-282 This is clearly illustrative on where marketing is heading. One-way communication with companies shouting at their customers is just no longer a viable marketing strategy. But I agree with Will that the Superbowl is a great opportunity to open a dialog exactly because it is one of the few times people pay close attention to the commercials (see http://www.reprisemedia.com/pdf/RepriseMedia_SearchMarketingScorecard_09.pdf). If a company has the 3 Mil to drop, it can drive traffic to their site and start a dialog. For example, Pepsi could introduce their local project initiative and create traffic among those interested in such endeavors. I guess the beast way to look at it is that in today's multi-channel world, the TV ad is just the start of a dialog with customers. There needs to be SEO and social media follow up together with outstanding content to ensure two-way, relevant communication. Most importantly, as long as the Patriots win the Superbowl, all will be good in the world! Do Good Things, John This is clearly illustrative on where marketing is heading. One-way communication with companies shouting at their customers is just no longer a viable marketing strategy.

But I agree with Will that the Superbowl is a great opportunity to open a dialog exactly because it is one of the few times people pay close attention to the commercials (see http://www.reprisemedia.com/pdf/RepriseMedia_SearchMarketingScorecard_09.pdf). If a company has the 3 Mil to drop, it can drive traffic to their site and start a dialog. For example, Pepsi could introduce their local project initiative and create traffic among those interested in such endeavors.

I guess the beast way to look at it is that in today’s multi-channel world, the TV ad is just the start of a dialog with customers. There needs to be SEO and social media follow up together with outstanding content to ensure two-way, relevant communication.

Most importantly, as long as the Patriots win the Superbowl, all will be good in the world!

Do Good Things,
John

]]> By: Willv- L2, Inc http://www.transpromo-live.com/2009/12/18/stay-calm-pepsi-and-the-government-goes-tone-deaf-on-marketing/comment-page-1/#comment-281 Willv- L2, Inc Sat, 19 Dec 2009 17:42:55 +0000 http://www.transpromo-live.com/?p=458#comment-281 Relevant and targeted messaging is no longer just a B2B play, but is quickly expanding into the B2C arena. As consumers, our senses have evolved to become more keen with only receiving and responding messages that are relevant, and completely blocking out everything else. As marketers, we must not only recognize this evolution, but also embrace and leverage the benefits for our campaign strategies. It is arguable that if Pepsi's decision to withdraw from Super Bowl ads is a smart decision. After all, the Super Bowl is one of the few events where people actually watch, remember and talk about the commercials. In my opinion, there is a good opportunity for multi-channel campaign, combining tv and web, to further engage consumers. -Willv Relevant and targeted messaging is no longer just a B2B play, but is quickly expanding into the B2C arena. As consumers, our senses have evolved to become more keen with only receiving and responding messages that are relevant, and completely blocking out everything else. As marketers, we must not only recognize this evolution, but also embrace and leverage the benefits for our campaign strategies.

It is arguable that if Pepsi’s decision to withdraw from Super Bowl ads is a smart decision. After all, the Super Bowl is one of the few events where people actually watch, remember and talk about the commercials.

In my opinion, there is a good opportunity for multi-channel campaign, combining tv and web, to further engage consumers.

-Willv

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