A powerhouse advertiser has determined it will not participate in the collage of Super Bowl ads for 2009. FedEx has advertised in this venue for 12 years running, but according to their blog:
As FedEx employees, we, like millions of people at other companies, are being asked to do more with less. Our most vital asset is the thousands of FedEx team members who truly enable the world to work, absolutely, positively, every day. In the ultimate medium when where the message is king, being in the game simply sends the wrong message both to employees and other FedEx constituents. A Super Bowl ad buy is not where we should put dollars at this time although, in the past, the value of doing so for FedEx has been indisputable . . . . We look very forward to the time when it makes sense for FedEx to advertise in the Super Bowl again. For now, it’s just time for us to call a time out.
(read full announcement of FedEx’s decision to not advertise in the 2009 Super Bowl)
Here’s a list of others who are opting out of Super Bowl ads this year.
How would you spend $3,000,000 in 2009?
-Randy
You can read the Marketing Twins’ review of the 2008 FedEx Super Bowl ad here.
Very curious to see what other companies drop out. The price tag seems a little high given our economy. Maybe the network needs a “WOW” factor to bring in more companies to ensure all the ads are sold.
If I’m FedEx, I’d invest the 3 mill in serving my very best clients. I’d focus on moving them from clients to raving advocates and generate tremendous Word of Mouth. I’d teach them/give them the tools to easily spread this WOM in online and offline social networks.
FedEx, like many market leaders, has a tremendous opportunity in this economy to gain market, and more importantly client “mind-share”, share. Smart move NOT to blow it with brand and image ads.
Also, regarding Donny’s comment about more “WOW” to bring in SB advertisers… How ’bout ROI instead of WOW? SB ads are arguably the worst direct ROI ad spends possible.
Thanks Walt for your contribution here. I suspect there’s some immature perspectives in corporate America who still validate HUGE branding expenditures when they are simply lured by the thrill of being in the Super Bowl.
With the rise of social media, I think the opportunity does exist, as you suggest, to create mind-share – stuff that really produces results! I applaud FedEx for taking a hard look at this expense.
Come back again!