Yep, There are only about 11 minutes of real action in an NFL football game.. according to Tom Asacker speaker and author of “opportunity Screams-Unlocking Hears and Minds in Today’s Idea Economy”. Can you believe that? only 11 minutes and a game goes on for at least 3 hours if not longer!!
What does this mean to you and me in and regards to advertising?
1. Make sure you keep the SHOW in Show Business. Whether it’s a football game, a radio remote at a car dealership or even your window display at your store. Make sure you are providing your best version of your product or service at all times. It maybe your 10th remote this month, but for your next customer, it might the first time they ever see you in their life and they are looking for you to perform, entertain and be on your A game. A few quick and easy rules I require my people to do at remotes: NO Eating at the Booth, NO Whispering to each other/gossiping about who did blah blah to whoever at wherevers. Of course, wear your correct clothes and make sure that they are clean, smell good and fit. Do SMILE. DO talk to people as if they are the most important person in the world. Answer any and every question they may ask. If you don’t know the answer find it. And above all have fun or at least LOOK like you’re enjoying yourself!
2. Make your Creative Creative: If there are only 11 real minutes of real action in a football game and someone is DVR’ing it. If your TV commercial isnt enticing, creative, fun, interesting, has a great first line or two-No one’s gonna watch it. They’ll skip on through to the 11 minutes of the real action of the game and watch someone else’s commercial if it’s all or any of the above. People don’t want yackety yack information, give them something they want like some more Show Biz, engage them, connect with them emotionally, entertain them, make them laugh, relate, do something different. One time made a TV commercial where the talent talked for a few seconds then the sound went off, just in case I put some fun lines in print underneath while my expensive 24 seconds played on with the two guys moving their mouths with no sound coming out. And ended it with a cute, fun, quick call to action. It was different, it didn’t win any awards, some of the bosses and even the talent didn’t quite get it, ya know, even the production company questioned it. but People didnt fast forward through it, they STOPPED what they were doing to check and see if something was wrong with their TV and then watched the commercial. Going from Good to great just takes a few more minutes of think time. Next time your need to write a commercial, take that time to do it great or find someone who can.
3. Watch Peyton Manning play football: He know’s that there are only 11 minutes of real playing time. Just watch him in action, he shouts, he bobs his head, he waves his arms, he gets pissed off, he gets happy, and he does all of this with no time off the clock. He is a showman and a really good player too. But first and foremost he gets it-He does the SHOW Business.
That’s all for today, I’m trying my best to entertain and give you something fun to read at least every other day, but today I really need some sleep. From what I hear, I have sleep apnea and who knows, maybe I only get 11 minutes of sleep each night, when I think I’m getting 6 hours.
Hit me up with suggestions, comments, questions you may have later tonight here or @scottmackenzie3 on twitter or tomorrow at: firstname.lastname@example.org