The 1-Second Super Bowl Beer Commercial
I preach it regularly.
Get to the point with simplicity and brevity. In your letters, in your emails, and even in your phone conversations with recruits, I'm begging you to be brief, Coach.
When we produce Total Recruiting Solution plans for coaches that include creative communications for their prospects, we try to keep it as brief and as to-the-point as possible. And it works...our clients get amazing responses.
The secret is to keep it brief.
Want proof?
Take a look at the now infamous Miller High Life 1-second beer commercial that aired during the Super Bowl. Click here (and don't blink...you'll miss it!).
While their competitors spent more than $3-million dollars for their 30-second Super Bowl spots, Miller High Life took the opposite approach. "Paying $3 million for a 30-second commercial makes as much sense as putting sauerkraut on a donut," said a spokesman from the brewer.
So, did short and simple work? Oh, you bet it did!
This week, the Miller High Life beer announced that they have seen sales jump 8.6% since the the ad appeared.
Stop and soak in that stat, Coach. They went to an extreme, aired an economical 1-second commercial, and are relishing the results...big time! Millions and millions of dollars of great results.
Why? That's where it gets interesting, and where the lessons in the success of the 1-second beer ad lies for college recruiters.
- This society, and this new generation, shorter is better. They take in messages best when those messages are in "bite sized chuncks".
- It's a different type of delivery. Different is better, and a 1-second ad is certainly different.
- "Different" gets attention. In our study we conducted with several hundred high school prospects, the majority agreed that they would react to a different looking and different sounding message. Are your letters and emails "different" than everyone else's messages?
- They want you to "get to the point". This generation of athlete wants you to stop beating around the bush and get to the point. Make it simple.
I can't say it any other way.
Keep it short, keep it simple.
Want more help in developing your message and simplifying your program's story to recruits? Visit www.SellingForCoaches.com and see if our Total Recruiting Solution program, or an On-Campus Workshop, might be the jump-start you need to get more out of your recruiting this upcoming year. Or, call SFC and talk to Dan at 866.944.6732 (866.94.GO.SFC).