Apparently, there are other things to appreciate about the Superbowl asides from just football. Heck, if you’re in the marketing profession, you’ll know that the Superbowl ads are another interesting highlight of the event. After all, it’s a well-known fact that millions of dollars are spent all just for a few minutes of advertising during the big game.

It’s not as hard to believe when you consider the eyeballs. But more to the point, the huge turnout of the event can sometimes be the envy of other marketers who wished they had just as big an audience. How would you like a Superbowl size attendance for your webinar or tradeshow? Although, does this mean that lead generation campaigns have nothing to gain from anything less?

You’d be surprised.

Now how many viewers did the latest Superbowl get? Around 111.5 million people apparently. Yet for all those millions, there are more than a dozen brands competing for their attention. What percentage comprises their individual target market? How much of that will even take action?

Next, ask the same questions but for the audience you generated for your own business or event. Aren’t the answers pretty easy?

  • You’re the only marketer in the room.
  • There’s only one target market and it takes up the room.
  • Lack of competitor presence will naturally mean more actions solely towards your sales funnel.

This only goes to show that unlike the advertisers, you’re not doomed to losing the marketing game. There’s a lot of perks to having a smaller audience such as:

More precision. The more targeted the campaign, the less you care about numbers. This doesn’t mean having a lot of prospects is a bad thing. It means your lead generation campaign should celebrate a high number of quality sales leads. And you have to admit, targeting gets tougher when you have a larger audience to filter.

Less crowd control. If you’re worried about the limits of, say, your lead qualification process, then at least fewer number won’t strain them so much. For example, suppose you wanted contact information after a tradeshow but only got a short yet high quality list. Because of its size, you no longer have to outsource half a call-center just to set an appointment.

Less noise. Finally, a smaller audience is naturally quieter than a large one. This isn’t just in the literal sense. Noise includes metrics that aren’t always useful for both digital marketing and lead generation. As you focus on monitoring a buyer’s journey, you don’t waste energy on increasing a number of impressions if it doesn’t convert all too well.

There are still other unseen benefits to having a smaller audience size. And while this shouldn’t be an excuse to avoid aiming high, it can keep you from being disappointed too soon. Increase your understanding your target market if it’s really Superbowl-sized audience you’re looking for.

 

KSSF