With the Super Bowl having come and gone and an entire array of multi-million dollar ads up for debate, I wonder if the on-air mass marketing campaigns were really worth the cost and effort. I suppose the idea of having over 150 million people see your product or service at the same time is exciting. And while the job of teasing out the effectiveness of the advertisements will take time and some creativity, the efforts must be justified as all available spots were consumed. However, not everyone believes it is a good investment (http://www.fool.com/investing/general/2012/02/05/watch-now-why-do-you-invest-the-motley-fools-super.aspx).
Super Bowl advertisements are designed for general branding purposes and offer few definitive metrics for return-on-investment. One metric that seems to be completely overlooked in this tool box is Trust in Business. While one can perceive a clever ad, he or she can also spot a canard. Rather than simply trying to build a brand based on clever ads, it seems that building trust in a business and its brand would be more beneficial in the long run. For businesses, this is an exciting opportunity. With trust in businesses severely diminished at the moment (as measured by the American Dream Composite IndexTM ), businesses could be richly rewarded for renewing the trust they’ve seen erode. So, for me, it raises the question: Is the return to prosperity for businesses rooted in the trust consumers have in them? In the coming months (or years), the results of our survey will ultimately provide the answer!
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