Super Sunday for the List Business

If you’re a full-time direct marketer, there’s no doubt that you have either heard about or watched SalesGenie’s 30-second spot that ran during the first half of the Super Bowl.

Let's talk advertising for a minute. Set aside the argument that most of the impressions were wasted on non-qualified prospects...and that leaves us with the commercial itself. Either it was the most brilliant advertising move of our time or it’s more proof that direct marketers should stick to direct marketing.

I mean, the spot was begging for a big finish filled with quirky characters or least a punch line--but no--they played it straight. Straight and cheesy. When compared with Bud Light’s “Rock. Paper. Scissors” and GoDaddy’s “Marketing Department”, the SalesGenie spot sank like a Steven Segal ship in a Tarantino sea. Maybe that’s what made it good? You know, the old “it’s so bad, it'll stand out” trick. No? I'm with you.

Don’t get me wrong, the commercial says volumes about the changing perception of the list business. But was it a success? As for infoUSA, you’ll have to ask Mr. Gupta but for the list industry I say yes!

Comments

[Matt Mader]

I agree wholeheartedly, the commercial failed to capture and worse of all I was inclined to explain InfoUSA to everyone I was sitting with, cant even get a break on the weekend.

[Amanda]

Is it true that there is another Client Services Assocaite that has not yet been mentioned on the TeraMedia blog? This is an outrage!!!!!