With the biggest sporting, and advertising, event of the year upon us, now is the time when viewers tune into commercials, especially when there are celebrity spokespeople backing the advertised brands.

But, there is one familiar face that won’t be present, at least for the commercials, during the big game. Although Peyton Manning will be starting for the Colts on Sunday, he won’t be spotted during commercial breaks as he frequently has been in the past. It’s not because he’s no longer one of the biggest names in football and advertising (he is still one of the most used spokespeople in ads), but because the brands he endorses, like MasterCard, Sony, DirecTV, Gatorade and Sprint, have all pulled their Super Bowl advertising spots.

Does this mean that times are changing for advertising? Are big-name advertisers no longer willing to fork over millions of dollars to run a 30-second spot during the game? Has the explosion of social media caused companies to rethink budgets and reinvest money that was traditionally directed toward advertising to other areas?

Maybe paying big bucks for ads isn’t the way to go anymore. It’s time that marketers strategize and rethink to ensure that marketing dollars are being spent wisely, getting the most bang for the buck and reaching customers.

So, what do you think? Have you seen companies redirecting advertising dollars to other areas? Are you going to miss seeing Peyton in commercials? I know I’ll miss seeing him, but I’ll still be cheering for the Colts during game time!

photo courtesy: www.flickr.com/photos/Leyinglo

The largest marketing event in the world will be upon us next weekend. A magical five-hour time frame when people actually WATCH commercials. When they turn UP the volume to avoid missing the punch lines, rather than missing the commercials altogether while taking a potty break.

Super Bowl XLIV will not only be chalk-full of brilliant strategies on the field, but smart marketing moves from the advertisers as well. For instance, Pepsi’s decision not to run any ads during this year’s game in order to allocate more dollars to social media and community outreach.

Some say Pepsi’s move is risky, but I disagree. I think this bold decision demonstrates that Pepsi knows it’s necessary to adapt marketing strategies to complement how consumers get their information. Even though the Super Bowl presents a captive audience, advertisers should realize that people are watching the commercials for their entertainment value, and their purchasing decisions are not likely to be influenced by a clever 30-second spot.

The lesson to be learned here, for B2C and B2B marketers alike, is just because something has worked in the past, doesn’t mean it’s the right way to go. Think about where and how your target audience gets information and base your strategy on those factors.

Do you think Pepsi made a wise decision? Do you think more advertisers will pull out from the Super Bowl in the future?

I can’t tell you how many times I’ve heard the phrase, “PR is changing.” As much as that phrase makes me cringe, I think B2C and B2B professionals alike can agree that PR is ever-changing. This list of Ten Trends Affecting PR Professionals in 2010 sums up the trends that PR pros are likely to see this year (thanks to Crenshaw Communications for putting this list together).

Here’s a quick list of my takeaways:

1. Social media will drastically change public relations in 2010—so be prepared and be educated about the many ways you can use social media.
2. Reputations will be fragile and harder to control. With social media increasing, everyone will have a say in brand management. And, with this, crisis communications preparation will be more important than ever.
3. The way people get information will change. Therefore, the way PR pros reach their target audiences will change. We need to get information to our audiences where they are looking for it.

In the end, the PR pros that embrace these trends and adapt to them will come out on top in 2010.

What do you think? How do you see PR changing in 2010?

As companies put final touches on 2010 marketing communications budgets, the big question is, where are those shrinking marketing budgets being directed next year?

I read an article in The Wall Street Journal titled Pepsi Benches Its Drinks. The article says that Pepsi, ending a 23-year streak, won’t advertise in Super Bowl XLIV. It also explains that in 2010 Pepsi will spend 60% more on online ads, rely on PR to market its brand, and will direct $20 million of its ad dollars to grants for its new Pepsi Refresh Project, a program that will support community projects proposed and selected by consumers.

This reinforces my opinion that traditional advertising might not always be the best way to reach a target audience. More and more companies are turning to social media, PR and online advertising to spread the word about their brands.

It’s time for B2C and B2B companies alike to reevaluate marketing strategies. Companies need to do research, find out where their audience is getting their information and reach them there. Make sure the money you spend on marketing is reaching your audience.

What do you think? Do you think 2010 will bring more social media, PR and online advertising to the forefront of marketing budgets?