The BIGGEST Difference Between Local El Paso Business Ads and Super Bowl Ads (it’s not budget)
Small businesses may think that because airtime is expensive that they could never make those during Super Bowl. Small businesses would be WRONG! But that’s good news for you.
Super Bowl is also known for its commercials. It has grown in popularity because it makes it entertaining for people that may not be interested in football (great marketing opportunity). These commercials/ads have a few seconds to get you to REMEMBER their message. Small businesses may think that because the the airtime is expensive that you could never do a commercial like this. Small businesses would be WRONG! But that’s good news for you. Here are a few questions to ask yourself about Super Bowl commercials:
Which commercials do you remember the most?
What makes those commercials so memorable?
Do you need a large budget?
Is the message clear?
Does it solve a problem?
Did they ever explicitly ask you to BUY?
Are you approaching your ads the same way?
What is your audience remembering about your commercial/product?
What problem are you solving?
Let’s break them down a few of my most memorable commercials from this year (2023)
Tax Season
Farmer’s Dog
Bud Light on Hold
Tax Season
If you provide a service that isn’t flashy but is very necessary, this was a really good way to go about it. The commercial portrays that if you do your taxes with H&R Block, they make it so easy, that it will feel as joyous as Christmas. People will be just as excited to have “tax season” come around. Would you actually hold them to this standard? Of course not, but it is a good way of portraying the message since Christmas does have that significance of joy.
What makes this commercial memorable? It makes the product appear flashy and fun, for something that clearly does not have the reputation of being flashy or fun.
Do you need a large budget? Not necessarily. This could’ve been portrayed in a number of ways, but still delivering the same message.
Is the message clear? Yes. We make tax season so easy it’ll be joyous for you! Sometimes there’s a slogan that is just 2-3 words that makes you easily remember the message.
Does it solve a problem? Yes. It makes the mundane task of doing taxes “appear” more “fun.”
Did they ever explicitly ask you to BUY? NO! You are a spectator witnessing this, and makes you want to be a part of it. It simply IMPLIES what your life will be like after you buy.
Questions to ask yourself about your business.
Are you approaching your ads the same way?
What is your audience remembering about your commercial/product?
What problem are you solving?
Farmer’s Dog
The Farmer’s Dog commercial shows the life of a dog. From a puppy and how it coincides with the dog’s human family. As the commercial goes on you see the dog getting older… and older… and you’re expecting the inevitable 😭… but then it doesn’t…How is this dog still around…? Because of good nutrition, you get extra years to make memories 🤯
What makes this commercial memorable? Because we love dogs! More time with them is something we all want!
Do you need a large budget? No. This could’ve been portrayed in a number of ways, but still delivering the same message.
Is the message clear? Yes. Live longer by using our product and giving you the desired result of making more memories with them.
Does it solve a problem? Yes. That dogs have a shorter life span than we would want, this helps extends their life through healthy lifestyle.
Did they ever explicitly ask you to BUY? No. It simply IMPLIES what your life will be like after you buy. (Starting to see a pattern?)
Questions to ask yourself about your business.
Are you approaching your ads the same way?
What is your audience remembering about your commercial/product?
What problem are you solving?
Bud Light
This one caught me off guard because usually these commercials are at a party scene. “Typical” situations where you would be drinking. Hanging out with friends, celebrating, etc. This one also had the very mundane task of being put on hold. So what’s a good way to liven things up and make the time FEEL like it’s going faster? Have a drink! Before you know it, you’re having fun and forgot you were on hold.
What makes this commercial memorable? Very relatable task where we mindlessly wait to even talk to a real person
Do you need a large budget? No. This was shot in a living room.
Is the message clear? Yes. This product makes life temporarily more fun.
Does it solve a problem? Yes. This product makes life temporarily more fun.
Did they ever explicitly ask you to BUY? No. It Makes you remember the next time you’re in this situation. “Oh I wish I had X product that could’ve made this moment a little more tolerable. It simply IMPLIES what your life will be like after you buy. (Make them want it!)
Questions to ask yourself about your business.
Are you approaching your ads the same way?
What is your audience remembering about your commercial/product?
What problem are you solving?
Small Business Takeaways
What is the ONE element that El Paso businesses are doing that these DID NOT…?
…
BUY NOW!! Which is obviously very necessary for a business, but for what reason?! What problem are you solving? The Futur is always talking about how people like to buy, but don’t like being sold to. the internet has really changed this, because if we have a problem, we know how to search. Before the internet, we had to be told what type of problems businesses were solving.
The average age of a small business owner is 44. Gen-X. Commercials from decades ago were very different, but many of us have not broken out of that model.
If you build it, they will come. Not anymore. What problem are you solving? Some of the biggest companies that came out of the last decade were solving a problem.
Instagram - A social media platform that focused on images
Square - Making it easy to take card payments.
Spotify - Instead of having to buy music… you can RENT music.
Uber - Turning consumers into suppliers
Uber Eats (and other food delivery) - People want food, but don’t want to go out. There are drivers already out as Uber drivers.
Does this mean you have to invent some new app or totally change your business? No it just means you have to be more creative in the problems you are solving. And more than ever… people have all sorts of problems 😅.
Pick something you really relate to that your business may already be doing. Maybe this is why you got into the field to begin with. Focus THAT message. Do you have coffee shop, and you decided this because you didn’t like the way you were getting your coffee from somewhere else, so you’re trying to fix it. Focus THAT message. Better ingredients, more effective process, longer lasting, better prices. How do you make them want it? Reactions are a great way. Record reactions or have your customers send you reactions. You can offer an incentive if they send you a reaction. Free item or discount on their next visit.
Recap:
Have clear message…
That solves a problem…
And makes them want to be a part of it…(without having to tell them to BUY)
Now that you have focused your message. Plan an event around your new message. Here are some tips on planning events in El Paso.
What We All Want From El Paso Events
Events are beneficial to businesses for entering new markets, giving the community things to do, and to build stronger relationships in the community. But things can go south real quick if we don’t plan correctly. Here are some tips that will have people eagerly waiting for the next event.
Many times in El Paso we don’t hear about an event until after the fact. We see friends posting about the event they just attended, and we didn’t even know it was occurring. Sometimes even big events like a tour or big name artist. What’s worse is that we were available, and had nothing to do!
Other times, even if we do attend an event, it is poorly run, leaving us with lots of questions. Events are beneficial to businesses for entering new markets, giving the community things to do, and to build stronger relationships in the community. But things can go south real quick if we don’t plan correctly. Here are some tips that will have people eagerly waiting for the next event.
Announce and Advertising
Announce your event as soon as it is confirmed. If you don’t have all the details, simply state that details will be coming soon. This at least puts a bug in the pubilc’s ear that they need to watch out for this event. An online poll showed that if people are interested in an event, they would like to know WEEKS ahead of time. Depending on the size of the event, I would recommend 6 weeks for smaller events to 6 months for larger events.
Next step is to advertise. Advertising has definitely changed. There is a learning curve, but for the better. Advertising has become more efficient and more targeted.
Traditional vs Digital
You can get a billboard for an average of about $3,000. A TV/radio commercial for about $5-$500 per second of airtime depending on the reach of your area. This CAN reach a lot of people, but do they all need to be reached?
Although this sounds good in theory, it is better to accept that not everybody is going to be in your market. Would you air a commercial for women’s hygiene products to a male audience? Even if you aired to everybody, it is only being 50% effective (assuming women make up 50% of this audience).
This is how digital marketing is more effective. People share their interests, have formed behaviors and patterns on the platforms. When you place a digital ad, you have the ability to target these very specific pattern. Omni-Versal is constantly learning new techniques and strategies to make digital marketing more effective. If this is an area you are struggling with, and are in the El Paso, TX areas, contact us for a quote. The video below breaks down the main differences between traditional and digital.
Variety of ads
Once you start learning more details about your event, release them as you find out. This builds anticipation. As you start releasing info, it is more easily digestible. For example let’s say you are doing a themed event. You have confirmed a special guest. Run an ad based on this guest. You have confirmed a special activity, run an ad announcing this activity. You are releasing a new product for the event, run an ad announcing this product.
This helps target different markets. And you can start to see which one may be more popular and more in demand, and plan accordingly for it BEFORE the event. Digital ads offer you demographic info to help you understand what to expect.
Size of the Event
Something that can make an event terrible is being unprepared for the turnout. Especially if the venue is too small for the amount of people. It’s great to have a great turnout, but the lack of preparation can turn some people off to future events.
With your digital advertising, try to start getting a feel for how many people to expect. Are there a lot of interactions, such as commenting, and sharing. Ask questions to see the engagement. Facebook events gives people the option to let you know if they will be attending. Not everyone that claims they will attend will attend.
About 10-25% of people will not show up after saying they will. You can alsorequire a ticket, even if they are free. This can give you more information as to what to expect and plan accordingly.
Competing/Coinciding with Other Events
When you are going to plan an event, you have to research as to what else may be going on that day that can hurt or help out your event.
For example, let’s say you have a business downtown, and they are doing the lighting of the Christmas tree. You should have promos and products that go along with this event. This would not be a great time for you to do your Hawaiian night luau. People in the area are in a different mindset. Even if you had a people interested in an anti-Christmas party, would this be the best time and place to do it?
Another example is if there is another event going on that has the same market(customers). For example, if you are setting up an art event, are there any other art events that may pull from your event? Are your artists going to be torn between choosing your event or the other?
This is the reason movies won’t release if they know they have to compete with a blockbuster movie like a Marvel movie. Sometimes avoiding the release for several weeks because they know this will be pulling movie-goers.
Help Us Picture Ourselves at the Event
You need photos and video of your event or setting. If it is the first time doing an event, then you may not have video or photos of real people attending your event. Show pictures of the event location with decor set up for the event. Go LIVE on social media to showcase the venue or how it is going to transform.
I like to know what to expect from an event, and at times has been a deterrent if it is a location I have never been to, and there are no photos. It has also left a bad taste in my mouth if stock photography was used. Stock photography and video are generic photos and videos. For example, if an event used generic photos or video of people at the event, and once I arrive it was not like it was in the photo, I feel deceived. If you need event photos and video for an announcement, contact us. This is not what was “promised.” Ease people into the environment so they know what to expect
Bathroom
Most people don’t really feel comfortable with port-a-potties. We use them because it is better than nothing. Some would prefer to go elsewhere before the event. So whatever info you can provide about this is great.
Also, have people that are going to be constantly monitoring bathroom situations for cleanliness. Supplies, such as soap, towels, and trash. Many events have been ruined by poor bathroom situations.
Parking
This has been a HUGE deterrent for me. If I am familiar with a location and know it has a terrible parking situation, I will not attend. I don’t mind paying for parking, but also as long as I am aware of it ahead of time. I do not like surprise expenses and neither does the public. Make this perfectly clear as to what to expect from parking.
If I do not know what to expect from parking, and it is a terrible situation, I will leave. If the venue has future events, I will not attend until the situation is dealt with.
What is considered terrible parking:
Small capacity - small lots where you have to wait for others to leave to get a spot.
Dirt lots - No maintenance, potholes, big rocks, debris that can damage tires or flying up from other vehicles. Well maintained gravel lots are fine.
Unorganized - Sometimes when there are big lots, there should be people directing traffic to know where to park to make it more efficient. When nobody directs, we get spots that are wider than they should be, taking up valuable room.
Tight maneuvering - When the parking lot is so small that it feels like we can barely drive around each other.
Paid vs FREE - Either one is fine, as long as it is made perfectly clear what is to be expected
Security - We are a fairly safe city, so even if it is in broad daylight with eyes capable of seeing something. No obstructions. Good lighting. Close to the venue where people coming and going can see suspicious behavior.
Updates
Use social media to give people updates! Updating a website may be hard to do on the spot. Have a link on the homepage that is specifically for updates. CLEARLY VISIBLE. The link should take you to whichever social media platform your are going to use for the updates. Use this to update WEATHER, parking changes, traffic, schedule changes, entrances, policy updates. Anything that has changed that was not part of the original plan.
COMMUNICATION
Leave very little room for unanswered questions. Have an FAQ section clearly accessible answering the following 6 questions.
When?
Date
Start time AND end time
Best time to arrive or head over
Where?
Venue
Indoor or Outdoor
How to get there
Where you can park (free or paid)
Public transit routes
Landmarks
Booking
Do you have to buy tickets in advance
Different prices and packages clearly explained
Limited availability?
Audience
Family-Friendly
Age groups (over 18 or 21)
Items allowed
Bag check
Water bottles
Strollers
Metal detector
Food?
Food availability
Types of food
Outside food allowed
Seating for food
Price range
Alcohol (wristbands)
Think about it from the attendee’s perspective. Walk in their shoes. Leaving the house. What do you would take or not take? What time to leave? Best routes. Where to park and how much.
Items allowed signs need to be in the parking lot! People get upset when they are inconvenienced for something that should’ve been made clear well before even leaving the house. There should be little room for confusion or reason for misunderstanding.
Depending on the event, what food will be available. Do they accommodate lifestyle diets, allergies, kid friendly, and price ranges.
This is just a start and a basic frame work. Leave a section where you can be reached if it is a more specific question that was not addressed. And ANSWER in a timely manner. Not answering quickly makes the event appear unorganized.
We will have this available as an easy to use checklist to our email subscribers to make sure your event is a success!
Events are a great way to attract new people and markets to your business. Here are some other ways to attract more people to your event.
6 Tips for Small Businesses to Reach New Customers, but #1 is the BEST One You're Not Doing
As a business you should have a few customers that ALWAYS come to you. They live in a different side of town but would rather drive across town to come to you. How is your relationship with your loyal customer?
Having trouble reaching new customers. Try these tips.
As of the beginning of 2023, you might have set new goals for your business. You already have a steady pace of current loyal customers, but are trying to reach more. New faces and new regulars in a new year would really make you feel great. Try these tips.
Boost Reviews - Boost reviews positive reviews
Emphasize your strengths - People come to you after going to a competitor to fix what they got wrong. Emphasize this!
Shareable Content - If you make content that’s shareable, that reaches people outside of your bubble
Reveal your secrets - Demonstrate why you are the expert and do things the way you do
Sell to competitors - You are not selling the same product or service. Sell them a technique or business model that helped your business
Royal treatment to loyal achievement - Give your LOYAL customers royal treatment! They will spread the word about your business.
6. Boost Reviews
Data vs anecdotes. We did a whole podcast episode on this that you can listen to HERE. When we need reassurance, we look for reviews.
If you had only star reviews (4.5 out of 5 stars ⭐️) vs anecdotal blurbs about the product, which would you trust more? I personally would go for the blurbs. There is a little more human insight to how useful it is and common frustrations that you would like to be aware about.
If you have these on your website or social media, you can boost them on Google or Facebook to give that reassurance to potential customers that are on the fence.
5. Emphasize your strentgths
There is something you do, or provide a benefit that your competitor does not. MAGNIFY it. Why do customers come to you already? It could be that you have:
The best pastries
Friendly staff
Short waits
BEST quality of ingredients because they are local
BETTER knowledge and experience (15 years experience, won competitions)
Let this be known by
Mentioning it on social media
Adding it to receipts
Putting it on a sticker that you add to orders
Put it on your website
Make it sound catchier if to really have an impactful message. This doesn’t mean you will only be known for this, but it does give an edge over a competitor that is clear to the public. “When you come here, you get this.”
Wal-Mart is known for low prices. Nothing against Wal-Mart, but low prices, does not mean good quality. Their promise was low-prices. So now its customers know if they want something affordable, i can look here. They are a multi-million dollar company with that promise.
It is important to note to stick to something you are already doing. If you are trying to implement something new, it may feel unnatural to you and your brand, and will be hard to stick to. Be genuine with your business.
4. Shareable Content
This commercial never said, “Buy ketchup, on sale at your local market.” What makes this ad work? How can you apply this concept to your business.
This one is easier said than done. The days of old style advertising are gone. “Come in and buy this!” People like buying…but they don’t like being sold to. The Futur YouTube channel is great for elaborating on this idea. This used to work because as a seller, you knew more about the product than the customer. Now…not so much. People know a lot more about the product than they used to.
If you saw an ad like this…would you share it? I feel like the only time we would share something like this is if it is a REALLY good deal. Black Friday good. Everyone is being advertised to, how are you going to stand out?
Think of the content you do share now?
Funny
Heartfelt
Very useful
Satisfying
Cringy
This is where it gets more difficult to be creative, but also fun to play around with ideas. Such as when one person plays two people, voice-overs, or just crazy things that happen behind the scenes in your business. When it is shared, this reaches new people outside of your existing circle.
3. Secrets Revealed/Trusted Expert
Crumbs & Doilies is her shop. I discovered her as Cupcake Jemma. She has 2.4 million followers. Check out the comments in the video.
Why do you go out to eat? Or get a haircut? Is it because you do not know how to do it, or because you do not want to do it, or is it to save time?
Unless it is something super specialized and unique, and you are the inventor of the technique or process…reveal the secret. Sometimes people may think there is a secret, and be just as surprised to find out that there is no secret. The secret is you are experienced. Which shouldn’t be much of a secret at all either…
If you are a baker, or a mechanic, your market was only customers that needed these services. What if there are people learning to bake, or be a mechanic? If they try your techniques, you will gain their trust. Trusted expert. If one their friends needs a cake or car work, they will have recommendation.
Chef Ramsey gives away his cooking techniques, would you be able to take his secrets and start your own restaurant with the same success? In the same way, you can unlock a new market.
2. Selling to competitors
You may have something you use that you created that helped you overcome an obstacle as a business.
A spreadsheet
An email template for conversions
Any other strategy that created results
These are things that can be sold to your competitors that can help them out. It may seem counter-intuitive to help them out, but this is still a business and you are still doing what a business is supposed to do, which is make money. This is a new market. If it is valuable enough, this can come with a very generous price-tag.
1. Loyal Customers
Pat Flynn has completely transformed my approach to looking at a business model. What do you think?
This is the best one! If you take anything from this, take this. As a business you should have a few customers that ALWAYS come to you. They live in a different side of town but would rather drive across town to come to you. How is your relationship with your loyal customer?
Do you know their name?
Do they know your name?
Do they have a “regular” thing they come to you for? If you have a restaurant, do they always order the same meal. If they’re coming to you for a service, is it usually the same service?
How often do they come?
Think of things that you and your best friend would know about each other. As business owners, we end up seeing customers as numbers, unfortunately. The personal touch can go a long way.
Learn their name
Introduce yourself
Learn about why they come to you
Figure out their pattern
If you think you need a little reminder to get the conversation going, we have a conversation guide available. Sign-up to receive our emails and get a FREE download of our Customer Conversation Guide.
Once you know a little bit about them, give them the royal treatment.
Upgrade their meal
Have their order out first
Give them a little discount
Have a special place for them, like a special table next to the window, etc.
This in turn makes them realize how important THEY are to YOU. If this were to happen to you, what would be one of the next things you would do? You would probably tell one of your friends.
Picture these two scenarios. Kim is your loyal customer. Khloe is her friend.
Scenario 1
Kim just told Khloe about her experience at your shop. She talked about how she loves this place already, and now they went a step further and got the royal treatment.
Scenario 2
Khloe just came across an ad on her instagram feed about your place. It is a really great reel that is boosted and is reaching a lot of people.
Which of these scenarios is likely to be more impactful to Khloe?
The BEST FRIEND! Kim already has a reputation and rapport that is trustworthy to Khloe. Your reel and ad is great, but there is more history with her friend.
It is IMPORTANT to note that you this doesn’t mean you have to give special treatment to everyone. Figure out who are your loyal customers. If you do this to non-loyal customers, it can become an expectation. This can backfire and expect special treatment every time. It isn’t special if everyone is getting it.
Consider joining the Omni-verse
As a business or as a customer. We put promote, share, and inform our followers about unique and creative businesses.
We incentivize our followers to visit local businesses on our list, by giving away small prizes, playing games, and more. We are looking to improve customer and business relationships to better fit each other’s needs.