As one of the 111 million viewers on Sunday, I watched the Superbowl expecting to be thrilled and entertained by either the game or the commercials. Then I started wondering… what’s becoming of all the prospective customers viewing these commercials? Are they following up their Superbowl viewing experience online, through social media, in stores, in the call centers? Do the advertisers themselves invest as much in delivering a good multi-channel experience as they do in the ad production and air time? Many of these advertisers reference their commercials on their websites but don’t weave-in a real call to action or next steps. Many from these companies were tweeting in appreciating of their own commercials, but how many fans were monitoring twitter while watching the game in person or on TV?
Obviously, the consumer sites seeking direct shopper access got their target audience—after all, it was the most watched TV event in history—but what about some of the technology companies that advertised? Has the computer geek/athlete bridge officially been crossed? Who was the Chatter.com ad appealing to? Did the negative feedback regarding the Black Eyed Peas halftime performance affect their brand lift? Salesforce.com seems to be one of the few sites not cross-referencing their Superbowl ad today.
More than anything, of course, I wondered what would happen if the companies that took the Superbowl commercial plunge, instead applied those dollars toward ensuring their customers have a more positive experience across channels—web, mobile, call center, etc.? Perhaps instead of seeing brand lift they would achieve improved customer loyalty and increases in revenues. There’s just one Superbowl champion each year but when companies make customer experience a priority, everybody wins.
Obviously, the consumer sites seeking direct shopper access got their target audience—after all, it was the most watched TV event in history—but what about some of the technology companies that advertised? Has the computer geek/athlete bridge officially been crossed? Who was the Chatter.com ad appealing to? Did the negative feedback regarding the Black Eyed Peas halftime performance affect their brand lift? Salesforce.com seems to be one of the few sites not cross-referencing their Superbowl ad today.
More than anything, of course, I wondered what would happen if the companies that took the Superbowl commercial plunge, instead applied those dollars toward ensuring their customers have a more positive experience across channels—web, mobile, call center, etc.? Perhaps instead of seeing brand lift they would achieve improved customer loyalty and increases in revenues. There’s just one Superbowl champion each year but when companies make customer experience a priority, everybody wins.
I definitely agree with you. Channeling these funds instead to the consumers would make everybody win. Nice one.
Posted by: Brad Fallon | February 17, 2011 at 07:22 AM