Frank Kern | Why Facebook Ads Beat Running Your Commercial On The Superbowl

Key Takeaways

this is the new television and radio dude what do you think all right do you think any business in the world if someone called them and it was the Super Bowl like to save a Super Bowl called and said alright we have we just ran away they're great hello this is the Super Bowl we have a TV spot you can run your Super Bowl commercial you know do you want to be on you're on the Super Bowl what do you think they say I think it's the Holy Grail you know and in terms of anyone who's running ads I like oh my god you know I'm on the Super Bowl which of course is gonna cost like a billion dollars or whatever I don't know what a Super Bowl spot costs we should figure it out and put it under this video and make it look cool so let's say the Super Bowl called and they're like you can be on the Super Bowl dude for a hundred grand instead of five million or whatever it is I think a lot of businesses would scramble you know they didn't have the money they would take out loans and stuff to get on the Super Bowl 400 grand because it's like the Super Bowl so they're gonna be thinking all these people are gonna see my hat you know and so that's great that makes a lot of sense but then you have to wonder okay how many people watching that ad that you're paying 100 grand for and it's a bargain right how many people watching the Super Bowl we're even gonna see your ad you know so let's just say that there's gonna be a million of them great so still pretty good you got a million people watching your ad everyone's excited they paid a hundred thousand dollars million people watching you ad everything's gonna be great now but then you have to ask yourself okay of those million people how many of them actually care about the thing you're selling right because remember is the Super Bowl and assist this this huge giant you know selection of people from all walks of life all interests all populations whatever so maybe you're gonna get I don't know let's say is 10 percent of them are actually interested in whatever it is you're selling says a hundred thousand people so you paid a dollar to get a complete stranger who's maybe interested in your stuff to watch a commercial of it during the Super Bowl alright so we do all the math behind that that's probably going to be relatively accurate math right so it would cost you if you could get it for a hundred thousand dollars if no one can a dollar to get a stranger to watch your 30-second TV spot this is the new television and radio all right I think everybody can agree that so much of the human population spends a tremendous amount of time watching video and listening to podcasts on one of these right this is the new TV you can get on this and get in front of whoever you want to for way cheaper than what it would cost even in this unbelievable like great Super Bowl situation I'll give you an example my agency does video content and direct response marketing from really successful companies that are doing a lot of advertising we make their ads perform better one of our tricks all right is that we know that we can identify the perfect person for that company and get them depending on the industry right so typically we can get someone to watch a six-minute commercial on the phone on social media as a paid ad for under $1 per person so imagine this like we just walked through this whole like hypothetical scenario where oh my god I'm on the Superbowl it's only 100 grand all these people are gonna see it and we figured out it's gonna be really about a hundred thousand people who are genuine and interesting your stuff gonna pay $1 each to watch 30 seconds so right now on social media you can run a video like this this is an ad make no mistake about it and you can get a complete stranger who's interested in your type of stuff to watch a hundred percent of it but like three to six minutes for under a buck typically some markets depending on if it's mass market that could happen for 30 cents per view not per like seeing the video but literally watching the whole thing but now kick it up a notch right so imagine this imagine the Super Bowl guys okay it's Nellis now what is the Super Bowl calling you all right so imagine the Super Bowl is like not only are we gonna let you do this for a hundred grand okay but anyone who watches your entire commercial we're gonna show them more commercials about you all right how about that that would be a no-brainer deal the same thing happens on social right when you do it through paid advertising if someone watches a hundred percent or whatever percent you deem appropriate of one of your long-form videos like this one you can retarget them with additional content that is valuable to them and what happens when you're doing that well you're building your brand awareness and you're also causing that person to know like and trust you because your content is valuable and then when the time is appropriate you make up an offer just like anybody else right and says hey you know notice you've been watching my videos if you want some of the stuff that I sell you can go here and check it out and obviously you would script a little bit better so the point I guess I'm trying to make for you is if you're advertising in any capacity right whether it's online whether you're using Direct Mail whether you're on tell vision whether you're on the radio do not discount social media as being something that nobody uses or just being something where people are posting a bunch of pictures of dumb stuff you can get the perfect message in front of the perfect person for peanuts right really for next to nothing and you can reach a ton of those people and you can continue to reach them after they watch your stuff so it's a whole new way to look at it and it's certainly worth testing my name is Frank Kern Kern branding comm if you found this useful and I hope you did please feel free to share it with others if you know anybody who might find it helpful as well thanks so much for watching take it easy