• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Note to Super Bowl advertisers: Don’t do it

Super Bowl XLVII is two weeks away. The teams have been set and hoopla is building toward to the game in New Orleans.

Now our attention now turns to the television ads. Many watch the big game because they’re football fans. Others because it’s a national, cultural event. Still others tune in only for the commercials.

Tim Calkins, clinical professor of marketing at The Kellogg School of Management at Northwestern University, advises companies that are considering a Super Bowl ad buy. He says there are three simple rules to follow: Start early. Focus on branding. And make it part of a larger campaign.

Smart recommendations.

NFL BrandBut here’s a better piece of advice: Don’t do it. The only reason to have a Super Bowl ad is to gain awareness, which nearly all of the Super Bowl advertisers don’t need. Who’s unfamiliar with Budweiser? What viewer doesn’t know the cars, beverages and snack foods that will be trotted out via expensive ads?

At about $3.8 million for 30 seconds, the cost simply isn’t worth it. Even if you follow Mr. Calkins’ advice and focus on the brand without letting the message get lost by an advertising agency run amok, your ad risks being drowned out in the tsunami of ads and entertainment.

Instead, have fun and focus on the game. Watch the Harbaugh brothers go head to head, enjoy the entertaining ads that really won’t mean much at all.

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