Annual Comments on Super Bowl Ads

Super Bowl XLV Ads: Same Ol', Same Ol'
Another Super Bowl is over and now it's time to rate the real winners. Not the Green Bay Packers, but the advertisers. Like many, while it was a great game, I definitely watched the commercials more closely. For the last four years I have written a column for ProfMarketing.com on how women view/respond to the commercials. Many core advertising products such as Budweiser/Bud Light and automotive vehicles were numerous, but most were not outstanding or particularly memorable.

Which Ads Appealed to Women? Which Ones Appealed to Nobody?
The New Orleans Saints and Indianapolis Colts provided a great Super Bowl game. This is good, because the commercials didn’t offer much. At the end of the first quarter with the Colts up by 10, bad commercials led 20 to one. The game got more interesting as time went on, but the commercials didn’t.  

Most Super Bowl Ads Aimed at Males; Most Money Spent by Female
Super Bowl game? Super! The ads? Not so much... Many advertisers justify their Super Bowl ad spending in such a tough economy by reasoning that spending $3 million dollars for a 30-second spot to reach 100 million viewers is cost effective—only $.03 per person.

Ho-Hum Super Bowl Ads Fall Short
THE SUPER BOWL ... THE most anticipated television event of the year, especially for advertisers. This year's viewership broke all records ... 97.5 million ... nearly half of which were women. A 30-second spot cost $2.7 million. The question companies should be asking is, "Was it worth it?" Did advertisers get their money's worth?

Advertisers Continue to Miss the Mark With Women
While I think the Super Bowl is an excellent venue to reach both men and women, spending $2.6 million to reach only half the audience seems ridiculous to me. But that is what a lot of companies did when they created their ads for Super Bowl XLI.

Marketing to Women

The Global Economy Recovery Will Be Driven By Women—Part 3
Empowering Women for Economic Growth

The Global Economy Recovery Will Be Driven By Women—Part 2
Countries Winning with Women

The Global Economy Recovery Will Be Driven By Women—Part 1
The United States: What companies have done wrong and how they can fix them.

Make Marketing to Women Fun: Be Creative and Innovative
Connecting to the female consumer is not easy, because there is no one magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts. If you have designed marketing plans designed to attract women consumers that have been unsuccessful, you need to try something new.

How to Expand Your Vision to Include the New 4 Ps of Marketing:
Pearls, Pumps, Purses, and Power

While working on my MBA, I learned that the essentials of the marketing mix focused on the 4 Ps—Product, Price, Place, and Promotion. The Marketing Mix has been instrumental in forming the core positioning for products in the marketplace for more than half a century. Marketers, however, need to expand their vision to include the new 4 Ps—Pearls, Pumps, Purses, and Power.

The Ultimate Consumer - Increasing Profits by Reaching More Women
Marketing to women has almost become a new buzz phrase. Corporations are creating high-level positions with the title of director or VP of the women's marking initiative; forming women's advisory boards; hiring consultants to help them; and employing and promoting more women. Gerry Myers shares her expertise on this subject.

The 180-Degree Mistake; Opposites don’t always attract
Everyone suddenly wants to hop on the Marketing to Women bandwagon and paint it pink, shout out that they understand women and their needs, and then do the exact opposite of whatever they are doing with their current marketing.  Some salespeople in their over-zealousness to not offend women often end up doing just that.

Innovative Ways to Attract Female Customers (Part 1) 
Connecting to the female consumer is not easy, because there is no one magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts. If you have designed marketing plans that have been unsuccessful, you need to try something new.

Innovative Ways to Attract Female Customers (Part 2) 
Connecting to the female consumer is not easy, because there is no single magical way to target women. They are a diverse group, and in many ways it is harder to reach them than their male counterparts. To follow up on part one of this article, here are specific ideas to increase your business with female customers.

Listening to Women will Increase your Success
Why is it that dealers sometimes get defensive with women buyers and see them as adversaries rather than as partners? Buying a car should be a partnership between the customer and the salesperson. After years of saying, “Listen to your women customers and they will tell you what they want,” I’m afraid the lesson is still not adhered to by many dealerships and salespersons. Good listening entails asking open-ended questions and then focusing on what your customer answers, not what you are going to say next.

The Bottom-Line Case for Marketing to Women (Part 1)
"Marketing to women" has become the new buzz phrase for many companies. Corporations are creating high-level positions with the title of director or VP of the Women's Marketing Initiative; forming Women's Advisory Boards; hiring consultants to help them; and employing and promoting more women.

The Bottom-Line Case for Marketing to Women (Part 2)
To design marketing plans that are effective in attracting and selling to more women, you have to know where you are today. In other words: To get the right answers, you must start with the correct questions. As your company focuses on developing appropriate strategies, here are some questions you should consider.

The Most Important Thing Your Business Can Do This Year
Recently Tom Peters’ blog  posed two simple questions whose answers represent fodder for individuals formulating New Year’s Resolutions. Here are some tips to help you focus on the most important thing, women consumers -“Economic Opportunity Number 1” in 2006.

Testing Your “Women IQ“
Thought-provoking questions about targeting your marketing strategies to the very profitable and influential women's market.

The Myths: The Realities
Dispel myths about women customers, including the "pink myth" by replacing them with facts that will help you understand and sell more successfully to women.

Women Business Owners Continue to Thrive
Facts and figures that may surprise you.

What Every Sales Person Should Know About Women Buyers
First and foremost,  salespeople need to understand that there are very real differences between men and women.

Seven Secrets to Closing Deals With Women
It’s not news that women and men are different...Here are seven secrets about doing business with women.

All Women Aren't Created Equal...Or The Same
When marketing to women, recognize their diversity, but to win the game, you must understand the rules.

Who is Your Biggest Competitor?
Why more women shop the Net than your store.

Sell to Women on Purpose, not by Chance
You must build a relationship and establish rapport.

Approaches to the Women’s Market
Ideas worth considering; ideas that mean money.

The Ultimate Team: Sales, Service and the Customer
Create winning first impressions that bring them back.

Create a Women's Advisory Board to Set You Apart
Make more money, increase your base and enhance your community image.

Why Women?
Because they have tremendous economic clout.

Understanding The Female Customer: Marketing And Selling To Minority Women
Ethically diverse female populous are becoming an increasingly important market.

Marketing to Women - Automotive

Reconnecting Seasonally
Making the best out of a cold, miserable winter is sometimes hard to imagine. Sales may slow due to bad weather and people expect end of the year clearance prices if they do come in. But what if the reason they were coming in was to hear a seminar called, “How to Protect Your Car’s Life Span by Properly Winterizing It”?

The Bottom Line Case for Attracting and Keeping Good Women
One way to increase your business and long-term customers is by hiring more women. Working to have your sales force better reflect your customer base is a sound business decision.

Helping Women In and Out of your Dealership
An organization is helping women network and grow within the automotive industry.

Evaluating Your Sales Force
You need to know how your sales force treats your women customers.

Increase Your Leasing To Women
While leasing is a major financial contributor on the sales side of the business, a smaller percentage of women are leasing than men. Why?

Women Are Making Automotive Sales Soar
As buyers of nearly half the cars sold annually, women are responsible for purchases worth more than $85 billion in sales. They influence more than 80 percent of all purchases.

What Women are Saying About You Part II
Part II in a series to help you sell more women customers.

What Women Are Saying About You Part I
Part I of real-world stories you need to hear.

The Perils and Pitfalls of Buying or Leasing a Car
A personal story that questions, ‘Has it really changed?’

Reaping the Benefits of Selling to Women Part II
Part II - Question your actions - or lack of them.

Reaping the Benefits of Selling to Women Part I
Part I - Question your actions - or lack of them.

Bringing Women into the Dealership
Interesting events attract women.

Connecting Women in the Automotive Industry
Professional development and support services and organizations.

Increase Sales and Service Profits by Addressing Female Customer Concerns
Quick and easy tips to increased sales.

Are Women’s Car Buying Experiences Different than Men’s?
It’s a mistake to believe they see the situation from the same perspective

Understanding the Female Customer
Survey reveals what women car-buyers want.

Two Amazing Women Help Dealerships Reach Women
A business case for cause-related marketing and stretching ad dollars.

Profiles of Successful Women Dealers
With tips for selling to women customers.

Recruiting and Retention

Outside-the-Box Recruiting
Great women sales associates are where you find them.

Why Would a Woman Want to be in Car Sales?
Hiring and retaining tips for female employees.


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