Superbowl Sunday!

Today is Superbowl Sunday, the purest remaining form of mass marketing we have. There has been a lot of hype this year about the heavy price tag for commercial airtime. Averaging $3.5M for 30 seconds of time during the game is expensive. However, when you consider the 111M viewers who tuned in for the 2011 match, it's actually rather cost effective.

In marketing, there is a formula we use to determine cost effectiveness; it's called Cost Per Thousand, or CPM. In a nutshell, it considers both the cost for the airtime, ad space, etc as well as the eyeballs anticipated to land on the ad. This formula tells us how much it costs to reach 1000 sets of eyeballs, and allows us to decide what is cost effective, and what is not.

The 2012 Superbowl brings a CPM, or cost per 1000 eyeballs of $27. That means that for every 1000 viewers, advertisers will pay $27 to reach them (this does not include production). By comparison, a "hit" television program during a regular weekday evening brings a CPM of $35, and the Oscars bring a CPM of $37. This formula is invaluable because it allows us to see that if you can afford it, and it makes sense for your company, Superbowl advertising is fairly cost effective by comparison.

I'm ready to tune into the big game this year for the commercials. The football is really a marginally-added bonus. There's some controversy surrounding this year's advertising, and I will enjoy my front-row seat.

If you do one thing for your business in 2012...

I handle the public relations and marketing efforts for a number of clients, and have one recommendation for businesses in 2012:

It is my suggestion that each business update staff head shots in 2012 and here's why: When something newsworthy happens within your organization and you have the good fortune to land some media attention, publications, websites, etc will request current head shots- without fail. In my experience, most of the time when I begin to work with a new business they either don't have head shots on file, or if they do, they aren't current. And, when members of the media want photos, they want them NOW- darn deadlines!

Head shots are not expensive or time consuming, but they are an important detail. It is my recommendation that each business keep a file with current head shots of all team members, remembering to schedule new hires with the photographer, and some general shots of the business. Doing this, I have found, will greatly enhance publicity efforts.

Brag time!

One of my favorite clients is Lisa Power Salon. Lisa has built an impressive business on Queen Anne that has perfected the art and science of color that blends beautifully with the creative cuts.

But don't take my word for it: Lisa and crew have landed in Allure Magazine an unprecedented 3 times in the past 2 years- including nabbing the coveted "Home of the Best Hair Color" award. They've been featured in Seattle Magazine, won the "Best of Western Washington" honors for the salon, and the list goes on and on. They do the hard work, and I have the privilege of telling their story.

Lisa was just interviewed by GlamourWire. I encourage you to read the article- it's inspiring and her energy is contagious!

Congratulations!

A very big CONGRATULATIONS to the team at Lisa Power Salon in Seattle for rising to the top of Allure Magazine's "Best of the Best" twice in two years!

Voted "best hair color" in Seattle in the October 2011 edition, the crew at Lisa Power Salon have been carving out a name for themselves as the most talent and innovative colorists in the Puget Sound area.

It is a pleasure working with this talented bunch, and I can't wait to see where this journey takes them!

Aw, shucks!

In late March, I had the pleasure or working with Borsa Bellaowner Melissa Wisen, who was a finalist for an Entrepreneur of the Year award. Melissa's company makes gorgeous handbags, purses and carry-alls and had been nominated for the coveted award handed out during the annual Greater Wenatchee Area Technology Alliance Innovation luncheon.

Melissa contacted me and asked if I would coach her through an interview that would be used by the judges to select the winner. For Melissa, the pressure was on.

After working through a strategy for the video interview and narrowing down some talking points, I'm pleased to say that Melissa's mantle now holds that award. It's well deserved, and the Borsa Bella story is quite impressive. Here are Melissa's words after working with me and taking home the trophy:

"Jennifer helped me create a strategy, direction, and talking points for a recent interview that would be used to determine the winner of a regional award. I really appreciated Jennifer's ideas, wording, insight, and coaching. It helped me gather my ideas, and gave me the added confidence I needed."