If you’re one of the millions of people who watched the Super Bowl last night, you probably saw some great- and some terrible- new commercials. Judging by the buzz all over the Internet this morning, Volkswagen’s “The Force” (shown above) was a huge success, as was E-Trade’s “Tailor” spot. While Super Bowl ads provide great exposure for an advertiser (106.5 million people watched the big game in 2010), they come at a hefty price tag of $3 million for a 30 second spot. Furthermore, any company that plans to run an ad during the Super Bowl must plan ahead significantly, as space generally sells out by September of the previous year.
So, how do companies ensure that the planning and expenses are worth the effort? Effective advertising generally requires that a brand tells a story and furthermore, that the story is relatable. In addition to telling a relatable story, companies can also use promotional products to enforce the message long after the commercial ends. According to a study by the industry experts at PPAI, combining promotional products with a television advertisement results in a 69% increase in brand interest and a 52% increase in referral value.