July 23, 2026 | Vol 117

Today’s Budget Limits = Competitive Advantage

The worst thing a business fights against is no one knows who they are.

One of the most important questions an advertiser must answer is "how can I afford to get noticed?"

Maybe the more honest question is "can I even afford to advertise?"

Most brands face that constraint and give up.

Guess Fragrances faced it during Super Bowl season, when every premium media slot costs a fortune and NFL fans are the hottest audience on earth, and did something different.

THE TREND

Budget constraints force most brands into one of two choices: spend big or stay invisible.

Guess chose a third option: get creative.

WHAT GUESS ACTUALLY DID

During NFL playoffs, when Super Bowl ads hit $10M for 30 seconds, Guess Fragrances couldn't compete on spend. So they competed on strategy.

They identified where NFL fans actually were: on their phones. During games. On the second screen nobody was fighting over.

Their play:

• Native video on premium publishers (where fans look during games)

• Programmatic targeting of specific fan segments

• Five-week campaign (three weeks pre-game, two weeks post)

• Low cost. High engagement. Real results.

Same audience as Super Bowl viewers. Different (and better) math.

THE SOLUTION

Here's what changed their game and what changes yours:

Stop chasing channels. Chase audiences.

Guess didn't ask "how do we afford premium TV?" They asked "where are our customers right now, and what's the cheapest smart way to reach them there?"

That question flips everything.

Most competitors are still fighting over the same expensive real estate. You're looking somewhere else entirely. That's the edge.

Your constraint forced you to think. Your competitors' big budgets didn't.

STRAIGHT TALK FROM THE CRAZY

Here's what I know after 25+ years in this business:

The brands that win aren't the ones with the biggest budgets. They're the ones willing to be creative when their budget forces it.

Guess proved it in a competitive moment against bigger spenders.

You can do the same thing.

Your NFL fans (or retail customers, or B2B decision-makers) are somewhere. They're on a device.

They're looking at something. Your job isn't to outbid competitors for premium placement.

Your job is to find them where competitors aren't looking and meet them there smarter.

That's how you impact your business when your budget says no.

Let's talk

If this hit home or raised a question for you, I'd love to hear it. No pitch, no pressure,

just reply to this email and let's talk it through.

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Until next time - Expect to Win!

JIM​
#xp2win

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​Source: https://www.emarketer.com/content/how-guess-fragrances-connects-with-nfl-fans-on-second-screens