Normally, I do not write much about my "brand," as CENTURY 21 does a whole lot of that themselves.
For those of you "normal" people that had no idea that there is going to be a C21 Super Bowl Commercial during the 3rd quarter of this year's game, I am glad that I have caught your attention. And I would like to ask you a favor.
Whether or not you watch the game, please come back and visit this blog post sometime after the game and take the poll below. I am trying to gauge the impact that the Super Bowl Commercial will have on the viewing public.
CENTURY 21 Commercial Impact Poll
According to the press releases that I have received about the CENTURY 21 Super Bowl Commercial, it will feature 3 superstars ... Donald Trump, Deion Sanders, and Apolo Ohno.
Total Cost Of The Super Bowl Commercial
According to what I have read (I have not discussed this at all with C21 Corporate), NBC is charging $3.5M for the average 30 second spot during the game.
Additionally, there are production costs, superstar royalties, and additional marketing costs (Access Hollywood will feature the C21 Super Bowl Commercial on Friday night) that will run the total cost of this marketing event to well over $4M.
Additionally, Century 21 will run the ad many times after the super bowl, but we can classify the cost of the additional runs as unrelated to the cost of the Super Bowl Commercial (after all, they do advertise on TV all the time).
To put that into perspective, that 30 second commercial is going to cost the same as 200 well-funded, keyword dominance campaigns that could be run on the internet for the next several years.
Huh? What? Keyword dominance campaigns? What's Joe rattling on about now?
Old School Marketing Versus Internet Marketing - Selling A Home In 2012
I wrote an article last year titled "Branding Is Bunk" and I think most corporate marketing people either don't yet understand how the internet is changing the way we need to reach consumers, or worse, they are protecting their jobs by confusing those around them who do not know any better.
The $4M spent for the Super Bowl Commercial might yield returns for our Company. In fact, since Deion Sanders is a former FSU Football player, and Donald Trump will be our next President, so its impact in Tallahassee might be greater than many other places. But I would have spent the money in a much different manner if I were heading up marketing for Joe Manausa Real Estate.
I would have used the money spent on the Joe Manausa Real Estate Super Bowl Commercial to build internet marketing channels that would have enhanced our ability to get homes sold on the internet. Fortunately for Tallahassee homeowners, we commit our budget to this very task and have the best internet marketing plan for selling homes that can be found anywhere on the internet.
Imagine how strong our online home selling plan would be with a budget increase of 11,000%! That's right, give me an annual budget of $4M and an established brand name, and we would take-over the internet (at least for selling homes :)).
For now, we must wait to see just how effective the Century 21 Super Bowl Commercial will be, and don't forget to come back and give us your two cents worth!
Joe Manausa, MBA is a 27 year veteran of real estate brokerage in Tallahassee, Florida and has owned and managed his own company since 1992. He is a daily blogger with content that focuses on real estate analytics and providing his clients with a tactical advantage in today's challenging market.