Dear PPA Member,

Did you watch this year's Super Bowl? If you did, you may have enjoyed some of the commercials just as much as the game itself.

Some commercials were selling new products and services. Others were reminders that the products and services were still out there, standing the test of time (or, in the case of Chrysler's two-minute ad with Eminem, it was a notice that they were coming back from the brink).

Some commercials hit emotional notes, some made you think, some made you want to go out and buy. In addition, some commercials fizzled, missed the mark, and ended up causing companies to backpedal or defend themselves. (Groupon? HomeAway? I'm still shaking my head.)

What makes marketing work? Knowing your clients (and potential clients), understanding what you're trying to do, and having a unified campaign. That's what works. You don't need to spend almost $9 million dollars like Chrysler did (you will probably need to spend a little, though). And here's some even better news: With the insight of PPA members who've had success in creating effective campaigns, you won't end up like Groupon.  

Cheers!

Christel Aprigliano
Director of Member Value & Experience