Small Shops Often Aim for Edge in Bowl Ads
"Super Bowl advertising is an event," says Lonny Strum, of the Voorhees, N.J.-based Strum Consulting Group. "Even if you're a medium-size company and advertising, it actually gives you the opportunity to appear as a mega-company."
Smaller companies that are willing to invest and have a commercial "worthy of post-game chatter" could see the expensive commercial as "a platform to become known at the highest possible level," Strum says.
As a result, there have been smaller companies that have gambled on entering the big time via the Bowl -- a gamble that paid off for some, such as HomeAway, an online vacation-home marketplace. For others, including Salesgenie, even drawing negative responses and controversy still got people talking.
"A lot of these smaller companies want exposure very quickly, so
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