Outsource Ten Analysis on world's most expensive ad campaign- Superbowl XLVI

Outsource Ten analyze the worlds most expensive ad campaign by comparing the benefits of mass media marketing and direct marketing after millions of USD were splashed out on Superbowl XLVI where Eli Mannings’s New York Giants beat Tom Brady’s New England Patriots by the narrowest of margins at Superbowl Sunday.

Superbowl Sunday saw an average of $3.5m per 30 seconds spent by companies on mass media ad campaigns in what is traditionally the world’s most watched sports event of the year. Names like Pepsi, Coca Cola, General Motors and Toyota all aim for top spot. So why do companies splash out on so much advertising and what other channels are available for them to get product to market?

Advertising is broken down into two main main areas. Mass media marketing and Direct or Outsource Marketing. Both have pros and cons and results. Outsource Ten investigated and found the following:

Mass Media Marketing

Pros: Can reach a wider audience with it’s creativity and can use technology to wow potential customers. The use of celebrities has been come the main feature of some ad campaigns which in turn creates a brand loyalty effect.

Cons: Unless you have extremely deep pockets, your company will not be able to compete as Mass Media Marketing is the single most expensive route to market out there.

Example:

The Pepsi ad this year featured Sir Elton John and The X Factor winner, Melanie Amaro, facing off in an epic, medieval music showdown. Proving once again, 'Where There’s Pepsi, There's Music.'

Results: Unmeasurable

Direct/ Outsource Marketing

We started by defining Direct & Outsource Marketing.

Direct Marketing in general terms is describes as marketing where products and/or services are take directly to customers and promoted either in the form of a face to face interaction or a direct mail hit to consumers email addresses.

Outsource Marketing is where companies without experience in Direct Marketing will Outsource their Face-to-Face promotions to a specialist who will put together either an advertising, marketing or even sales campaign to raise awareness for a brand and ultimately increase a client’s customer base.

Pros: Lower cost than Mass Media Marketing and provides a personalized message for potential customers. Questions can be answered on the spot and decisions are made accordingly

Cons: Their really only seems to be one downside to outsourcing for a client. Misrepresentation from representatives seems to pose the biggest downfall of Outsourcing or Direct Marketing. (This can be overcome by thorough screening of potential candidates)

Results:

Measurable which means companies can be rewarded on quality retained customers which makes budgeting easier for clients.

Most companies these days have limited budget to spend on mass media and more and more are turning to outsource companies like Outsource Ten to manage their direct marketing needs.

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About: Outsource Ten have discovered need for quality outsourcing services for National and International companies who have sought after more cost effective ways to generate new customers.

We understand client needs in challenging economic times and agree that the only thing that really matters are quality retained customers

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