I am definitely one of those people who watches the Super Bowl for the commercials (and the wings … mmmm, chicken wings).
So I was at the edge of my seat every time the game faded to black and another brand came blaring on the T.V.
Who earned the coveted title of Best Super Bowl Ad?
The copywriter circles I run in seem to think that Tide came out on top — and I agree.
If you haven’t seen the Tide ads (yes, there are multiple), you can read more about the campaign and view the ads here.
But here’s the quick recap: During the first Tide ad of the night, Tide revealed its premise: If the clothes are clean in the commercials you’re watching, then every ad is essentially a Tide ad.
Throughout the rest of the night, Tide went on to spoof typical Super Bowl commercials — like the quintessential car ads showing a sleek vehicle driving along sinuous curved roads. At the end of each ad, surprise!, you learn that you really were watching a Tide commercial all along.
Tide was doing a couple things right.
The ads were funny. People love funny.
The ads played mind tricks on you. It got to the point where I was questioning every commercial, wondering if it too was a Tide ad in disguise.
That’s market dominance.
But perhaps the most brilliant part of the Tide campaign is the most simple — repetition.
Tide showed up again and again and again (in fact, the brand had an ad every quarter).
A couple weeks ago, I wrote about how marketing is a numbers game.
Tide played that game last night. By showing up consistently, repeatedly, we couldn’t get Tide out of our heads!
You can do the same thing with your travel agent marketing.
You don’t even need 5 million dollars to spend on Super Bowl ad placement.
You just need to show up — consistently. Hopefully with a touch of humor, a little creativity, a flair for the unexpected.
But the most important thing is to show up again and again and again.
That’s how you get your prospects to remember your name. And to think of it whenever they’re browsing Pinterest looking at beautiful travel photos, day dreaming of escaping their 9-to-5 desk job, or plotting how to impress their beau for an upcoming anniversary.
Show up consistently in your marketing and you’ll be at the top of their mind.
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