When I ran my business I benefitted from vendor or manufacturer marketing/advertising. Course the big difference was that they had something for me to put in my store. As we have no product currently in our inventory to sell,it is unlikely this mode of avertising will help generate revenue.
It does represent funds that if used in a different manner, say to upgrade the level of our equipment,would increase the liklihood of discovering something of value. Then we could worry about how to brand manage it.
By the way something Super Bowl advertisers have in common. They have products and services to sell. I'm just saying that we should find something before spending millions to sell it. Not bashing but I could see how some people will misinterpret the thought.