America Needs a Break!
by Danny Summers
If you are subscribed to The Group's Marketing eList, you may have seen the message shared last Thursday by Tom Kegley, The Group's Brand Guru. Tom shared a review of this year's Super Bowl Ads, produced by Kantar, one of the world’s leading marketing data and analytics business and brand partners to the world’s top companies, including 96 of the world’s 100 biggest advertisers.
Here's how Tom introduced the review:
"I thought this Super Bowl retrospect would be of interest. The Super Bowl is such a cultural moment, and the ads are certainly a big part of that. Most years my wife and I will make a list of the commercials that strike us, positively or negatively, and compare. Usually, we synchronize on about half of our lists. You can multiply the two of us by tens of millions across the country. The favorites and not-so-favorites are all over the board. Everyone has an opinion.
More scientifically, mega market research company Kantar took a quantitative look at this year’s commercials and shared their observations and grading in a conference call. I grabbed their PDF summary and attached it for you. Taken as a whole, there are distinct themes, reflections, and indicators. Turns out that what we are viewing is us... America!
Even though Super Bowl commercials are produced and bought with millions upon millions of dollars, I believe there are takeaways in this report for your garden center marketing."
The review is a 24-page PDF highlighting some of the biggest trends. On more than one page, one observation stood out to me..."America Needs a Break!"
On page 22, under the subheading "What will shape content in 2025?", one observation was...
America Needs a Break
"Brands delivered on consumers’ desires to be entertained amid the barrage of the recent news cycle. Most ads were highly enjoyable.
Humor is still one of the easiest ways to entertain, and there are many ways to do it
effectively. Advertisers should feel more comfortable using humor in any campaign as it is proven to drive engagement and deliver short and long-term results."
What my eyes saw was... America Needs a Break - In the Garden!
In the current daily life of your audience, you have people with uncertainty and caution. Whether they see grocery prices, interest rates, job security or opportunities, there are a lot of moving parts for them to consider. There is a lot of change in the air, and when that happens, the oasis that is our gardens can be a welcomed relief. We saw this on steroids in the spring of 2020.
You can help. You have so many great messages to help. If you need some reminders of recent ideas, simply return to the February 10th GROUPtalk... titled: "Garden, Health, or Nature Center?" You can revisit it HERE.
If America Needs a Break, there is no better place than in the Garden!
[If you want to see the full Kantar review, simply click on the image above to download the PDF.]
Want to connect with Tom Kegley: Kegley Communications Cell: 843-991-4366 – eMail: [email protected]– www.tomkegley.com
Sharing is at the heart of The Group and your ideas are very important. If you have any trouble logging into The Group WebSystem, please let me know. Are you and your staff all subscribed to our eLists such as GroupEs, Retail-Grower, Retail-Landscape, Owners-Only, and a number of others? Need help subscribing? Let me know so I can show you how you can sign up.
Danny Summers
[email protected]
Tel: 678-909-7770
Cell: 678-761-7145
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