Make Your Own Super Bowl Commercial
Thu, 02/07/2013 - 20:35 — Tracie Hitz
I'm not sure how we got to the point where people want to watch every commercial during a sports broadcast, but somehow the Super Bowl has done it. Companies spend big money to make this initial splash because they know people are listening. If you have a Super Bowl of an opportunity, you need to be ready to advertise.
When preparing your script, remember that most of the time people aren't watching the Super Bowl commercial because they want to be sold a product. They just want to be entertained. When you get that moment, make sure you are ready to tell your story in an entertaining way. First figure out what it is you want people to remember about you. Different audiences means a different message. Let's assume you want the entry-level client rep position that is currently vacant at Old Hat Creative.
Write Your Script
- Prepare a story from your experience that encompasses the work an agency does so I can see how you would fit into the workplace.
- Talk about Old Hat Creative in a way that shows what you can do for us rather than just focusing on what I can do for you. -
- Show some personality so the conversation is fun. I want to work with people I like, so if we have a great conversation, that's going to mean something to me.
- End the conversation with a tagline that sums up who you are so I will remember you among all of the other people I talk with over those three days.
Purchase The Right Airtime
- Conventions are a great way to find one-on-one time with some of the top sports executives, so attend the one that puts you in the room with the right people.
- Last month, I had several people approach me at The National Sports Forum asking about the open client rep position. Compared to other conferences, this one isn't highly attended by people looking for entry-level positions so this was a good choice to have less competition.
- Even if you feel prepared, practice what you're going to say with friends or mentors.
- Do research so you have something meaningful to say that will make you memorable.
- When you get to the convention, introduce yourself to people before you find the ones you really want to talk to.
- At The National Sports Forum, there were a few young pros who had trouble answering simple questions about themselves, which made me doubt whether they could handle talking to current and potential clients.
Wait For The Right Commercial Break
- Even with the proper preparation, you need to wait for the right time to approach someone. If they are in a group talking, making phone calls or rushing off to the next session, you might not get their full attention.
- The people who got a fair amount of time with me where the ones who caught me as I was leaving a session, as well as the ones who followed me into the session to chat before it began.
- The most people I talked to about finding a job were at the Budweiser gala and at the bar after hours. That relaxed setting gave them the opportunity to be themselves.
Use Celebrities If You Can
- There were a few young pros who asked their professors and/or mutual friends to make an introduction, which gave them some instant street cred.
Keep Advertising Beyond The Super Bowl
- After the Super Bowl is over, those same commercials continue to run on TV and are discussed on social media,so while the initial introduction makes a big impact find more opportunities to get in front of this same audience throughout the year.
- Follow up can include handwritten notes, interacting via Twitter, sending an email and making plans to get together at another networking event in the future.
- Simple, digestible information to the same person over time is the best way to sell yourself to someone because you don't have to tell them everything about yourself at once. Having time to build a relationship is what will make the sale.
The best Super Bowl commercial from this year that encompasses this idea was by the NFL Network featuring Deion Sanders (aka Leon Sandcastle). It was a fun script using a celebrity who did the work to show why he deserved to be on an NFL team even after all of these years. You can't hope that the right people will find out about your talent. You have to show them. More than once. In an entertaining way.