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A RECORD-BREAKING SUPER BOWL, 3 STEPS FOR SENDING EMAILS PEOPLE WANT TO READ, AND HOW TO ADDRESS YOUR AUDIENCE HEAD-ON.
Kody Nordquist
February 18, 2024
AND WE’RE BACK
👉 Welcome back to Edition 2 of the NordMedia newsletter—your weekly growth marketing reality check. Last week, we broke the ice. This week, we’re cracking codes—plus some obligatory insights on the biggest game of the year.
Got feedback from my first run?
Keep it coming. I’m all ears.
🏈 A RECORD-BREAKING YEAR
👉 Is anyone still watching the Super Bowl or is it all about the spread?
Here’s the shocking truth.
This year’s game was a record-breaker.
CBS reported over 123.4 million viewers across all platforms.
That’s not just a tiny bump.
It’s 7% higher than last year.
Forget the dip, those are some serious numbers.
So, dropping a cool $6.5 to $7 million for 30 seconds of airtime? For some brands, it’s an obvious move with an audience that huge.
But also—let’s not kid ourselves. It’s a steep price tag and plenty of advertisers don’t buy into the hype.
What's the deal with marketing execs splurging millions on Super Bowl ads? It turns out, their logic varies, and past experiences with the Super Bowl, or lack thereof, matter, too.
🚗 VOLKSWAGEN CHANGES LANES
👉 Take Volkswagen, for example.
Back in 2011, they dropped a Super Bowl ad that turned heads.
Time Magazine said it “changed Super Bowl commercials forever.”
And by 2015, USA Today reported it was the most shared ad of its kind.
“The Force” featured a kid in a Darth Vader outfit, convinced of the powers of the Dark Side.
Then, Volkswagen ghosted the Super Bowl scene for a decade.
Why?
They just didn’t see a point in doing another big ad—until this year.
Fast forward to last Sunday.
Rachael Zaluzec, Volkswagen of America’s SVP for customer experience and brand marketing, says they laid low because nothing felt right for a national ad until this moment. This year's different. They're celebrating 75 years in the US and launching new models. Their ad, 'An American Love Story,' was timed perfectly for this.
💡 EMAIL MARKETING TIP OF THE WEEK
👉 Confused about whether your emails are hitting the mark?
Cut through the clutter with this 3-step checklist for sending emails people want to read:
Don’t just sell—serve.
Provide solid value to your subscribers
And I don’t mean discounts and promotions.
Help them get where they want to go—faster and easier.
Be the Swiss Army knife in their inbox.
Give them stories, insights, and solutions.
Realize that trust is the true currency.
Trust beats tricks every time.
Build it with transparency and consistency in your communication.
No bait-and-switch. No hyperbole.
Just honest, upfront content that respects your reader.
When they trust you, they listen, they engage, and ultimately—stay loyal.
Talk to your customer like they’re the only person in the room.
Like it’s a 1 on 1 conversation.
Make them feel valued, cared for, and understood.
Try using statements like:
“What do you think?”
These can make a big impact on your marketing.
✍️ COPYWRITING TIP OF THE WEEK
👉 Address your audience head-on.
Don’t beat around the bush with “Our product is perfect for everyone.”
Be straightforward: “Constantly on-the-go and struggling to eat healthy? This is for you.”
The sharper, more focused your copy is, the better it will perform.
Want to work with my agency? Apply Here
P.S. - I’m a better marketer than I am writer, so cut me some slack and provide as much feedback as you can. We’ll work through this together.
Best,
Kody Nordquist
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