Thank Goodness It's Monday #391

30 SUPER BOWL SECONDS

FOR $4 MILLION!

 

CAN YOU SPARE A MINUTE OF YOUR TIME?
 



 

The “official” SuperBowl logo

 has been a bit derivative

over the past three outings.

 

Take a trip down Memory Lane
and see each of the primary logos
going back to the
“First World
Championship
Game AFL vs NFL”
HERE.

Put away your checkbooks.
I’ve got bad news:

All the commercials for the NFL Championship on February 3 in New Orleans are --

 

SOLD OUT! 

And, according to Associated Press reporting, some of those ads have sold for more than $4 million for a 30-second spot. 

Talk about “Time is money.”  More than $4 million for a half minute is –

►   an hourly rate of about Half-A-Billion – “B” BILLION -- bucks

►   an 8-hour workday of $4 Billion

►   a weekly payday (before taxes) equal to the Facebook IPO

►   an annual wage of …

Enough of that nonsense. The primary reason some advertisers are willing to pony up that much moola for such a fleeting bit of time is, of course, exposure. 

Well over 50 Super Bowl commercials aired in 2012. Companies paid an average of $3.5 million for a 30-second spot at TV’s biggest event. And that event averaged more than 111.3 million viewers, peaking at 117.7 million late in the final quarter of the Giants dramatic win over the Patriots.
 

Point is: How do YOU value 30-seconds?

Too often too cheaply, I bet. 

Me, too. So let’s take the complete sellout of the available SuperBowl ad time as a clue to reevaluate how we use even the minutest segments of our time.

Here’s a very obvious one:

● How’s your personal 30-second “commercial” … elevator speech … whatever you call it, however briefly you get to deliver it. 

Can you trace $4 million in business to it? Do you expect to? 

No doubt, if you’re a friend of TGIM, you’ve got a 30-second commercial down cold.

But only one? 

This is not a one-size-fits-all world. Your 30-second opportunity to pitch in the elevator at the annual 3-day industry conference in Vegas requires something entirely different from … 

… what you’ll say at the weekly Friday morning pancake house meet-up

… the pitch to the formal, structured business referral group you pay to belong to

… the cocktail party response to “Nice to meet you. What is it you do?”

… the small talk with the new golfing partner assigned to round out the foursome when Charlie’s a no show. 

TGIM ACTION IDEA: Give each version of your 30-second presentation $4 million potential.

Most SuperBowl ads are created especially for SuperBowl Sunday. Then, often, the season of commercials that follow key off that $4 million best effort.

Follow that lead. Plan ahead and at least think through how you’ll tweak your best at-your-fingertips 30-second pitch to make the most of the various opportunities you’ll have to make an impressive impression.

● Got a minute? By SuperBowl standards investing a minute should yield $8 million, at least. I suppose, unless you’re Warren Buffett, that level of payback for a minute of your attention is unlikely. Still, that kind of millions/billions thinking suggests you --

Get your money’s worth. People talk about time in ways they don’t mean. They say they want “a minute” but they really want much more. So “just a minute” never is. Likewise, “a 15-minute meeting” never is. “Over lunch” = Kiss half the afternoon goodbye.

TGIM ACTION IDEA: When you are consistently aware of this you won’t be fooled into letting them apply their standards to your time. Set a SuperBowl standard. Value your time like a billionaire.

And the same base thinking applies to requests to --

● Wait a minute. Similarly -- by SuperBowl standards -- waiting a minute should also yield $8 million, at least. But inconsiderate people or unavoidable incidents that make you wait seldom value your time at all. So realize waiting inevitably happens and become Buffett-like and apply billionaire thinking. 

TGIM ACTION IDEA: Allow for it. Don’t sit idly by while the seconds tick away (unless the “doing nothing” break is very valuable or invigorating for you). Be prepared for time-consuming “waits” with worthwhile time fillers. Today’s easily connected, digital world can keep you actively and gainfully engaged.

In a related vein, one minute-savvy way to reduce and maybe eliminate time-sucking low-return waits can be to –

● Shift time by the minute. If you want to be more aware of where your valuable minutes go, and want to raise awareness of others in the process, try thinking slightly off center.

TGIM ACTION IDEA: Schedule a meeting to begin at 9:05 and end at 9:20. That’s the same quarter hour gathering alluded to above but, with off-center timing, people intrinsically understand that you’ll begin at 9:05 precisely and bring things to a close at 9:20 because that’s precisely what you said.

● Think, “Half a mo’…” That kinda Cockney Brit sounding expression suggests a momentary pause – let’s say no longer than a minute -- when you reconsider something potentially major that you’re about to undertake.

TGIM ACTION IDEA: Before you leap, count to 10 (or 30 or 60) and decide what NOT to do. One of the worst ways to waste your time is to very efficiently decide to do that which does not need to be done by you at all. Use “half a mo …” to sort the wheat from the chaff. Choose the path that leads to the dough (or bread).

 

Is time up? In the headline I asked for a minute of your valuable time and, even if you read this at the “High Level Executive” reading speed I would guesstimate TGIM readers are capable of achieving, I’ve exceeded my request. 

So here’s a wrap-up –

Q: Would you invest $4 million of your enterprise’s hard-gained treasure in a 30-second SuperBowl commercial?

A: Not without some pretty carefully projected and tracked ROI, I hope. 

TGIM Challenge: Although time is not actual money, act as if you are the Chief Financial Officer of your time. Be the strategic business manager rather than passive caretaker of the minutes in your day. Approach your clock with an eye toward producing the best outcomes with the prudent investment of even the most piddling time resources.

Until next time.

Geoff Steck
Chief Catalyst
Alexander Publishing & Marketing

8 Depot Square

Englewood, NJ 07631
201-569-5373
tgimguy@gmail.com

P.S. I recommend to you that you take care of the minutes; for the hours will take care of themselves. Lord Chesterfield (1694-1773) advised that, long before the idea of Super Bowl.