Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" Episode 267: What's Up THIS WEEK: Super Bowl IDEA to TRY! Subject Line TESTS! Taylor Swift Prop Bets Super Bowl? Release Date: February 4, 2025

In Episode 267 of "Do This, NOT That: Marketing Tips with Jay Schwedelson," hosted by GURU Media Hub and presented by Marigold, Jay Schwedelson delves into current marketing strategies, leveraging the Super Bowl's massive audience, innovative email marketing techniques, and even touches on the quirky world of Super Bowl prop bets involving Taylor Swift. The episode is structured into three main segments: Super Bowl Marketing Insights, Subject Line Tests with Double Personalization, and Taylor Swift Prop Bets.

1. Super Bowl Marketing Insights

[00:40]

The episode kicks off with an analysis of the Super Bowl's significance in the marketing and advertising landscape. Jay emphasizes the substantial investment brands make for Super Bowl ads, highlighting that a 30-second spot costs approximately $8 million this year. He points out that these ads often premiere early, giving marketers ample time to strategize.

Notable Highlight:

"The ad that's going to stand out the most is the one from Hims and Hers... their ad is really going right after obesity and it's the hot topic across the entire country."
— Jay Schwedelson [02:15]

Jay specifically mentions Hims and Hers, a direct-to-consumer telehealth brand, noting their strategic focus on obesity medication. This aligns with current national conversations, making their ad particularly impactful.

YouTube Ad Blitz: Jay introduces marketers to YouTube's Ad Blitz, a tool that showcases all upcoming Super Bowl ads. He shares compelling statistics from YouTube, revealing that 88% of adults aged 18 to 49 watched Super Bowl ads on YouTube, compared to 68% on linear TV. This underscores the platform's pivotal role in ad consumption beyond the live game.

Leveraging Social Media: Jay advises marketers to capitalize on Super Bowl ad content by sharing memes, commentary, and images related to the ads on platforms like Instagram, LinkedIn, and Facebook. According to World Data Research, posts referencing Super Bowl ads during the three-day window around the game experience a 45% higher engagement rate compared to regular content. This strategy not only boosts engagement but also connects the marketing efforts to trending conversations, enhancing brand visibility.

Key Takeaway:

"When you include images from a Super Bowl ad and add some sort of commentary or humor, you're tapping into viral content that can significantly increase your social media engagement."
— Jay Schwedelson [05:30]

2. Subject Line Tests with Double Personalization

[06:00]

Shifting focus, Jay explores advanced email marketing techniques, particularly the concept of double personalization in subject lines. He critiques the outdated approach of merely adding the recipient’s first name, advocating instead for a more nuanced personalization strategy.

Double Personalization Explained: Double personalization involves combining two distinct elements to make the email subject line highly relevant to the recipient. For businesses, this could mean pairing the recipient's job function with their company's size. For consumers, it might involve matching their interests with specific product categories.

Examples:

• Business Side:

  • "Mid Market CMOs are Doing This. Don't Fall Behind."
  • "Last Chance: How Mid Market CFOs Are Cutting Costs."

• Consumer Side:

  • "Your Golf Game Needs These Clubs and Gear on Sale."
  • "Fitness Experts Swear by These Recovery Tools."

Impact on Open Rates: Jay cites research from subjectline.com, revealing that double personalization can boost email open rates by over 20% for both business and consumer emails. This significant increase highlights the effectiveness of tailored messaging in capturing recipient attention.

Key Takeaway:

"Double personalization tells a person, 'Wow, this is really for you,' thereby increasing the likelihood of engagement."
— Jay Schwedelson [07:45]

3. Taylor Swift Prop Bets for the Super Bowl

[08:00]

In a lighter segment, Jay discusses the trending prop bets related to the Super Bowl, focusing on Taylor Swift's potential involvement. He humorously critiques the absurdity of certain bets while acknowledging their entertainment value.

Examples of Taylor Swift Prop Bets:

• Appearance During the National Anthem:
  Betting on whether Taylor Swift will be featured on TV during the national anthem performance, with odds of +350.

• Frequency of Appearances During the Game:
  Predicting the number of times Taylor Swift will be shown on screen during the live game, set at an average of 6.5 times with potential winnings of +125.

• Kissing Travis Kelce After the Game:
  Perhaps the most outlandish bet, forecasting how many times Taylor Swift will kiss Chiefs player Travis Kelce post-game, listed at +200 odds.

Jay expresses skepticism about the practicality and tracking of such bets, humorously suggesting that betting on personal interactions is both unreliable and questionable.

Key Takeaway:

"How many times will Taylor Swift kiss Travis Kelce after the game? What is wrong with all of us?"
— Jay Schwedelson [09:30]

Conclusion

[10:12]

Wrapping up the episode, Jay encourages listeners to subscribe, leave reviews, and visit his website for further marketing insights. While the segment on prop bets adds a touch of humor, the core of the episode provides valuable strategies for leveraging high-profile events and refining email marketing techniques to enhance engagement and effectiveness.

Final Thoughts: Episode 267 of "Do This, NOT That" offers marketers a blend of high-impact strategies tied to major events like the Super Bowl and innovative approaches to email marketing. Jay Schwedelson’s insights, backed by data and practical examples, equip listeners with actionable tactics to elevate their marketing efforts in a competitive landscape.

Resources Mentioned:

• YouTube Ad Blitz: YouTube Ad Blitz
• SubjectLine.com: SubjectLine.com
• Jay's Website: jschwedelson.com