Monthly Archives: January 2014

Super Bowl…a food and advertising frenzy. The stats tell the story.

Pre-Super Bowl week is a busy time for food marketers and all advertisers alike. With an estimated 181 million US viewers and total spending expected to reach $12.3 billion, the Super Bowl has become a feeding and advertising frenzy. Take a look:

1. Total Super Bowl spending by viewers is expected to reach $12.3 billion, spread among food, athletic wear, decorations, and TV purchases.

2. The average per viewer spend  is estimated to be $68.27.

3. Of the 181 million projected US viewers, 77% will purchase food and beverages.

4. It is anticipated that 39 million viewers will throw Super Bowl parties, while 62 million will attend parties, and 10 million plan to celebrate in restaurants and bars.

5. The average media cost for a 30-second spot during the game this year is $4 million. Several food and beverage brands are ponying up the dollars.

6. While there is a lot buzz about Super Bowl ads, a recent survey indicates that 52% of viewers watch the Super Bowl for the game, with 23% indicating they watch the Super Bowl primarily for the ads.

7. Ads need to be entertaining, according to 91% of respondents in a recent survey of those who plan to watch the game. Humor is key while ads designed to generate an emotional response do not have as much appeal to viewers.

8. Social media will play a significant role, with 55% of respondents to a recent survey of those planning to watch the game  indicating they plan to post comments about ads. Over 50% will go online to access additional advertiser content during or after the game.

The take away for any food marketer is clear:  a consistent, committed branding and marketing effort is always important, but it can really payoff during those big annual food focused holidays, events, and occasions…whether it’s Super Bowl, Valentines, Memorial Day, the 4th of July, Thanksgiving, or Christmas.

Sources: Prosper Insights and Analytics, Stagnito Media, January, 2014;  Burson-Marsteller Fan Experience study, MediaPost publications, January, 2014; Ad Age, January, 2014.

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Don’t let your food brand depreciate.

Of all the assets any food marketer owns, hands down the most valuable is its brand. While all the other tangibles such as processing equipment, physical plants, delivery fleets, furniture, fixtures, and so on, depreciate over time, a well managed brand appreciates over time. Yet, in many organizations, brands are viewed as simply the logo art that resides in the marketing department.

To change that perspective, food marketers need to think of the term brand as synonymous with reputation. Every product package, every marketing piece, advertising, online presence, the individual and collective actions of the brand’s owners and employees, all of these build a reputation that influences consumer perception, trust, and ultimately purchase decisions.

A recent study from Weber Shandwick and KRC Research underscores the connection of brand value and reputation, and strongly suggests that corporate reputation is as important as product branding in consumer purchasing decisions. The research included over 1,300 consumer interviews and input from over 500 senior corporate executives from firms with revenue of at least $500 million annually. Seventy percent of respondents indicated that they avoid purchasing a brand’s product if they dislike the company that owns the brand and 70% indicated that they are increasingly looking for parent company identification on product packaging. Further, over 50% stated that they hesitate to buy a branded product when they were unable to locate a parent company name or identity on packaging.

Brands can quickly depreciate with a couple of missteps, and even well managed brands can suffer an occasional misstep. Building a solid positive reputation and brand over time can help any brand better manage the fallout from any misstep…it is human nature to more easily forgive someone who has been known to be trustworthy in the past.

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