GM NOT advertising the C7 at next year's SuperBowl
05-21-2012, 11:13 AM
#41
Race Director
Thread Starter
Here is my take:
If I was GM, and if I wanted to spend that kind of money on a Super Bowl commercial, I would run a composite ad with all the performance vehicles in GM's arsenal along with the usual family choices. Have them all painted the same color (arrest me red) and doing aggressive track moves. Of course the C7 would dominate the exposure being in every shot along with each of the the others.
Remember the Cobalt/C6 "Bump" Commercial?
http://www.youtube.com/watch?v=pBs5FuCN8nE
If I was GM, and if I wanted to spend that kind of money on a Super Bowl commercial, I would run a composite ad with all the performance vehicles in GM's arsenal along with the usual family choices. Have them all painted the same color (arrest me red) and doing aggressive track moves. Of course the C7 would dominate the exposure being in every shot along with each of the the others.
Remember the Cobalt/C6 "Bump" Commercial?http://www.youtube.com/watch?v=pBs5FuCN8nE
05-21-2012, 12:24 PM
#42
Melting Slicks
Folks like Warren Buffett who manage to look far into the future see declining returns on high-dollar TV ads. The new DVR's have ad-skip features, and are becoming quite popular. In general, I think the effectiveness of TV advertising is on the decline for many other reasons, as well. Internet advertising is among them.
05-21-2012, 02:59 PM
#43
Race Director
Thread Starter
Folks like Warren Buffett who manage to look far into the future see declining returns on high-dollar TV ads. The new DVR's have ad-skip features, and are becoming quite popular. In general, I think the effectiveness of TV advertising is on the decline for many other reasons, as well. Internet advertising is among them.
05-21-2012, 04:00 PM
#44
Le Mans Master
I suspect at SuperBowl viewing parties, the DVR is used to rewatch commercials almost as much as it is used to skip them.
The first thing to fall to the DVR's FF sword in the SuperBowl broadcast? The "analysis."
The first thing to fall to the DVR's FF sword in the SuperBowl broadcast? The "analysis."
05-21-2012, 04:23 PM
#45
Melting Slicks
I don't mind hearing former pro players talk about the game . . .
05-21-2012, 06:59 PM
#47
Safety Car
Not to mention the vast amount of the audience probably forgets about the car commercials soon after the SuperBowl, even more so if they are not clever. A sustained advertisement campaign would be better than getting your rocks off in one shot at 3.5 million dollars. That is part of GMs problem, they never have a sustained commercial campaign for any of their cars.
05-22-2012, 08:25 AM
#48
Le Mans Master
05-22-2012, 09:07 AM
#49
Melting Slicks
Would a Corvette Super Bowl ad actually increase sales? How much?
Would it improve the buyer profile? (Into the wealthy 40YOs Chevy desires. I stopped just saying "younger buyers" since some here turn that into 20YOs without any $$$.
)
Would it just make Corvette owners feel good? (They won't increase sales much, but usually the real reason owners ask for ads on TV.)
Would it steal buyers from [insert despised competitor]? (Does Porsche advertise during the Super Bowl?)
What kind of ad would actually accomplish the goal? And do you have the material to produce that ad at C7 intro? (Like races won if that's part of the C7 image being sold.)
It's not a simple decision when you are the guy writing the check and selling it to the boss.
Cheers,
JB
Would it improve the buyer profile? (Into the wealthy 40YOs Chevy desires. I stopped just saying "younger buyers" since some here turn that into 20YOs without any $$$.
)Would it just make Corvette owners feel good? (They won't increase sales much, but usually the real reason owners ask for ads on TV.)
Would it steal buyers from [insert despised competitor]? (Does Porsche advertise during the Super Bowl?)
What kind of ad would actually accomplish the goal? And do you have the material to produce that ad at C7 intro? (Like races won if that's part of the C7 image being sold.)
It's not a simple decision when you are the guy writing the check and selling it to the boss.
Cheers,
JB
05-22-2012, 09:48 AM
#50
Race Director
Thread Starter
Lots of potential & possibilities but since it ain't gonna happen this next season...
Would a Corvette Super Bowl ad actually increase sales? How much?
IMPOSSIBLE TO SAY...ALL YOU CAN DO IS TARGET AND HOPE.
Would it improve the buyer profile? (Into the wealthy 40YOs Chevy desires. I stopped just saying "younger buyers" since some here turn that into 20YOs without any $$$.)
IMPOSSIBLE TO SAY...ALL YOU CAN DO IS TARGET AND HOPE.
Would it just make Corvette owners feel good? (They won't increase sales much, but usually the real reason owners ask for ads on TV.)
I WOULD CERTAINLY HOPE SO.
Would it steal buyers from [insert despised competitor]? (Does Porsche advertise during the Super Bowl?)
I WOULD CERTAINLY HOPE SO. I DON'T KNOW ABOUT PORSCHE @ SB.
What kind of ad would actually accomplish the goal? And do you have the material to produce that ad at C7 intro? (Like races won if that's part of the C7 image being sold.)
LOTS OF LATITUDE THERE DEPENDING ON THE SPECIFIC GOALS. A SINGLE COMMERCIAL CAN DO A LOT TO GAIN ATTENTION/IMPRESS BUT IT TAKES A LOT OF ASSOCIATED CAMPAIGN ELEMENTS TO DRIVE IT ALL HOME.
It's not a simple decision when you are the guy writing the check and selling it to the boss.
TRUE THAT.
Cheers,
JB
IMPOSSIBLE TO SAY...ALL YOU CAN DO IS TARGET AND HOPE.
Would it improve the buyer profile? (Into the wealthy 40YOs Chevy desires. I stopped just saying "younger buyers" since some here turn that into 20YOs without any $$$.
)IMPOSSIBLE TO SAY...ALL YOU CAN DO IS TARGET AND HOPE.
Would it just make Corvette owners feel good? (They won't increase sales much, but usually the real reason owners ask for ads on TV.)
I WOULD CERTAINLY HOPE SO.
Would it steal buyers from [insert despised competitor]? (Does Porsche advertise during the Super Bowl?)
I WOULD CERTAINLY HOPE SO. I DON'T KNOW ABOUT PORSCHE @ SB.
What kind of ad would actually accomplish the goal? And do you have the material to produce that ad at C7 intro? (Like races won if that's part of the C7 image being sold.)
LOTS OF LATITUDE THERE DEPENDING ON THE SPECIFIC GOALS. A SINGLE COMMERCIAL CAN DO A LOT TO GAIN ATTENTION/IMPRESS BUT IT TAKES A LOT OF ASSOCIATED CAMPAIGN ELEMENTS TO DRIVE IT ALL HOME.
It's not a simple decision when you are the guy writing the check and selling it to the boss.
TRUE THAT.
Cheers,
JB
05-23-2012, 08:19 AM
#51
Safety Car
It's a great general awareness avenue but how many Americans aren't aware of the Corvette?
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
05-23-2012, 12:39 PM
#52
Safety Car
In the long run this may prove to be the correct decision on the superbowl adds. Just like the flak GM received by pulling out of paid advertising on Facebook, right before the stock prices went down. I don't think anyone pays attentions to the advertising on FaceBook. Hell, I don't recall ever seeing an add in FaceBook, that's how useless paid ad space is on FaceBook.
05-23-2012, 01:04 PM
#53
Melting Slicks
In the long run this may prove to be the correct decision on the superbowl adds. Just like the flak GM received by pulling out of paid advertising on Facebook, right before the stock prices went down. I don't think anyone pays attentions to the advertising on FaceBook. Hell, I don't recall ever seeing an add in FaceBook, that's how useless paid ad space is on FaceBook.
05-23-2012, 04:01 PM
#54
Melting Slicks
In the long run this may prove to be the correct decision on the superbowl adds. Just like the flak GM received by pulling out of paid advertising on Facebook, right before the stock prices went down. I don't think anyone pays attentions to the advertising on FaceBook. Hell, I don't recall ever seeing an add in FaceBook, that's how useless paid ad space is on FaceBook.
05-23-2012, 04:35 PM
#55
Melting Slicks
05-23-2012, 05:17 PM
#56
Safety Car
05-23-2012, 10:00 PM
#57
Race Director
i think it's a smart move personally. the corvette is a car that i really doubt picks up substantially with ad dollars. targeting the enthusiast market is much cheaper, can be done online and hits target buyers. having ads on a major nissian Z forum would actually be smart, cheap and have the ability to lure buyers looking for something else. that's just one low cost example.
if a corvette sells for 50k and costs gm 40k to create...no idea what their actual margin is but this is just a guess. at 10k a pop profit they would have to sell 380 corvettes for one super bowl commercial, run the ad 3 times during the game and you have just spent the profit of 1140 corvettes
if a corvette sells for 50k and costs gm 40k to create...no idea what their actual margin is but this is just a guess. at 10k a pop profit they would have to sell 380 corvettes for one super bowl commercial, run the ad 3 times during the game and you have just spent the profit of 1140 corvettes
05-23-2012, 10:35 PM
#58
Race Director
Thread Starter
i think it's a smart move personally. the corvette is a car that i really doubt picks up substantially with ad dollars. targeting the enthusiast market is much cheaper, can be done online and hits target buyers. having ads on a major nissian Z forum would actually be smart, cheap and have the ability to lure buyers looking for something else. that's just one low cost example.
if a corvette sells for 50k and costs gm 40k to create...no idea what their actual margin is but this is just a guess. at 10k a pop profit they would have to sell 380 corvettes for one super bowl commercial, run the ad 3 times during the game and you have just spent the profit of 1140 corvettes
if a corvette sells for 50k and costs gm 40k to create...no idea what their actual margin is but this is just a guess. at 10k a pop profit they would have to sell 380 corvettes for one super bowl commercial, run the ad 3 times during the game and you have just spent the profit of 1140 corvettes
BTW, nobody runs the same ad 3 times during the SB. In fact the SB is the home of the single big hit that gets replayed time and time again over for weeks or even months after the game.
05-24-2012, 09:57 PM
#59
Drifting
@ $50K a car GM has to sell 75 Corvettes to cover the cost of that one spot.
It's a great general awareness avenue but how many Americans aren't aware of the Corvette?
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
It's a great general awareness avenue but how many Americans aren't aware of the Corvette?
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
Yes but they have a cost of building them already so it's not 75 cars to pay for the ad. They don't break even until around 18,000 cars which they haven't been selling. I agree though target the right audience.
05-31-2012, 03:58 PM
#60
Le Mans Master
But GM was apparently correct. There was an article in today's Chicago Tribune at how ineffective the FB ads are. Only 1 in 1,000 Web readers click on the average ad. On Facebook, it is closer to 1 in 2,000. Even ads sent by unsolicited postal mail generate a response rate that is many times higher.