What Super Bowl Commercials Mean to Your Success

When Super Bowl Sunday arrives, I watch the event with great anticipation. Yes, I like football a lot, but that's not necessarily my greatest interest when it comes to the Super Bowl. Being a student of marketing, I am very much interested in the highly-anticipated commercials. All though I have to admit, over the past few years I've been disappointed.

To me, the ads are less than stellar. They just don't make me want to run out and buy the products. But then again, the companies that are featured in the ads might be okay with that. For the most part, they aren't targeting me. The vast majority of the commercials indeed target men, but not those in my age bracket. So when I sit there and say, "I don't get this commercial," or "This commercial does nothing for me," that's fine ... as long as those who are targeted are inspired to buy the products.

That's the point for you as a small business owners. It doesn't matter if the people who don't buy your products and services don't get your marketing. All that matters is that your marketing connects with your profitable target audiences and that it inspires them to take action ... to contact you and make a purchase.

The next time a well-meaning business associate, friend, or family member criticizes your marketing efforts, judge their comments on the fact that they are or are not in your target audience. If they are, give more weight to their critiques. If they aren't, take their comments into consideration, but don't necessarily make changes on their account. What you really need to do is go out and get responses from actual members of your target audiences. Then make any necessary changes to your marketing message so you get the results you're looking for.