Lately everything on TV is so serious – the impeachment, the 2020 election, coronavirus, Ukraine, and on and on. It’s almost as though the news topic has to be horrifying to get noticed. If valid, normal news isn’t getting noticed what chance does a mediocre ad have? Anything but an excellent ad not only doesn’t get noticed but we are conditioned to ignore or block it out.
Why do we look forward to Super Bowl ads? Because only the best brands place their best work during the Super Bowl. Makes sense, right? They are paying $5 million for 30 seconds so they better send their best work.
Here are three observations from this year’s Super Bowl ads that I think every medical supplier can learn from:
- Be Memorable!
I, for one, do not think celebrity endorsements work. I would never start smoking Chesterfields because Babe Ruth declares them “the most refreshing!” However, it is more likely to work if you use someone who resonates with your prospects in order to entice them and make them open to your message.
That’s exactly what Dorito’s did with Sam Elliott and Lil Nas X as they get into a dance off to Lil Nas X’s current pop hit, Old Town Road.
So, who are some interesting people you could use in an ad that would draw prospects in?
- Current customers
- Patients or their family
- Clinicians
- Company team members
2. Position Yourself with “Giants!”
Jeep did a masterful job of positioning its Gladiator line with the fun and memorable story from the movie Groundhog Day. (It shouldn’t be lost on you that Super Bowl Sunday was Groundhog Day this year.)
Is there a way to position your brand or product with those who are giants in the mind of the prospects you’re trying to attract? Maybe you feature a joint charity, collaboration or industry initiative you worked on together? Some possible “giants” to stand with could be:
- High-interest IDNs like Mayo Clinic, Cleveland Clinic, Kaiser Permanente, or UPMC
- Best-in-class supply chain leaders
- National GPOs
- Distribution partners
3. Be Authentic!
In advertising,the opposite of “authentic” would be “playing it safe” or producing an ad that “fits in.” Google hit it out of the park with its Loretta commercial. It was a real tear-jerker for those of us that have lost loved ones and wish our memories with them could be more accessible or organized. The ad shows an elderly gentleman on his computer who says, “Hey Google…show me photos of me and Loretta.” And that’s what exactly Google delivers – pictures, movies and content of the man and his late wife.
Medical suppliers save lives and enhance the quality of people’s lives every day, so how can we bring those stories to life?
Here are a few ways to be authentic in your advertising and promotions:
- Deliver a story
- Show, don’t tell
- Get to the value, not features
- Differentiate!
Here at Share Moving Media we are committed to helping suppliers gain market share to IDNs and through distribution. I’d be thrilled to chat with specifically on ways to make sure your content, promotions and ads are:
- Memorable
- Positioned with giants
- Authentic
To set up a 30-minute, complimentary content review and brainstorming session, please call me at (770) 263-5262 or email me at jpritchard@ShareMovingMedia.com.