Many incumbent luxury real estate market leaders are complacent. You can catch them off guard not by outspending them but by outwitting them by being more nimble and creative in capturing more mind share. We like to call this “nimbleocity”.
The 2014 Super Bowl was declared as the most watched TV show in US history with 111.5 million viewers. This years’ Super Bowl XLIX is expected to break that record. That number is inconsequential when comparing it to You Tube’s reach of a billion unique visitors per month. Statistics show that 50% of the Super Bowl audience watches the ads, prior to the game, and 62% tunes in to watch the ads again after the game. This is why large companies are willing to spend over $4million to place and produce an ad.
Two notable small companies came out with the creative idea of producing an ad for the Super Bowl, they would have made if they had the budget to do so. Newcastle Ale’s created an imaginative fun commercial that was selected as the #1 2014 ad campaign by Adweek. “ The campaign received more than 10 million views — prompting the posts, social shares, and comments Newcastle needed to gauge viewer response — and was mentioned in 600 news articles, and their sales rose significantly”according to Adweek.
Our nimbleocity pick for best ad that is not going to be seen at the Super Bowl is Honey Maid’s ad for its graham cracker. Using the word “wholesome” to describe the brand, the ad shows the modern families: a two-dad-family, a punk-rock family, and interracial family, a military family, and a single dad enjoying its graham cracker. The tagline says it all: “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks are for every wholesome family. This is wholesome.” Sales jumped 7%, and had over 12 million viewers, and the Google Search for “Honey Maid”, jumped to 400%.
Embrace nimbleocity to gain more mind share, and leave your competition in the dust.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.