As over 100 million viewers tuned in to watch Super Bowl XLIV, a major brand’s presence was absent from the slew of much-anticipated Super Bowl commercials. With over 23 consecutive years of Super Bowl advertising—creating many iconic commercials along the way—Pepsi opted out of a coveted position in what has historically been the most watched television broadcast in the United States.
Instead of spending $3 million plus for a 30-second spot in this year’s Super Bowl, Pepsi has decided to invest its marketing efforts in its online presence. By launching its Pepsi Refresh Project, Pepsi is seeking to develop a more meaningful relationship with consumers. The project is a campaign to give $20 million away in grant money to community improvement projects. Ideas are generated by consumers and consumers ultimately choose which projects receive grant money by voting for worthy ideas online.
It is through the Pepsi Refresh Project that Pepsi is hoping to create more of a rapport with consumers—launching a participatory experience that will keep consumers engaged with the brand throughout the year, instead of passively enjoying a one-shot television commercial.
With online analysis predicting over 200 million impressions, Pepsi has the potential to reach twice the audience that it would have with a Super Bowl ad.
Pepsi’s shift in advertising spending is a sign of the times. Large companies are realizing that the most efficient and effective use of their advertising budget is on the Internet—and not in traditional forms of advertising that are more intrusive than inviting and interactive.
Companies, like Pepsi, realize that their consumers are online throughout the year; so, they’re taking active measures to meet consumers where they are.
What Local Businesses can Learn from Pepsi Small and medium-sized businesses can learn from Pepsi’s bold move to turn the bulk of its advertising dollars away from the Super Bowl and toward the Internet.
As more and more people turn to the search engines to find goods and services in their community, local businesses have a chance to meet consumers where they are by creating a strong Internet presence.
Local businesses should consider putting at least some of their advertising budget toward an online marketing campaign. That’s where consumers are—and that’s where local businesses need to be. By investing in an online marketing campaign, local businesses can create a strong relationship with consumers that promotes consumer loyalty and drives in new customers.
To learn more about creating an effective Internet marketing campaign for your business, contact SonicSEO.com. Our specialists can tell you how we can not only drive in potential clients to your Web site through search engines optimization, but how we can craft a custom message that resonates with the consumers you are targeting.
Call 888-437-3737 to learn how your business can get more clients from the Internet today!