Can Your Business Learn from the Super Bowl?
Last night’s Super Bowl, won by the Kansas City Chiefs, was one of the most-watched television events of the year in the United States, with over 100 million viewers tuning in to watch the game. Many companies see the Super Bowl as an opportunity to reach a large audience and gain market share with half-time adverts costing an eye-watering $7 million! Here are some common strategies that companies use to leverage the Super Bowl to gain market share:
- Advertise during the game: Companies can purchase high-priced commercial spots during the Super Bowl to promote their brand and products to a massive audience. This can be an effective way to increase brand recognition and capture new customers.
- Launch new products: Some companies use the Super Bowl as an opportunity to launch new products or services. This can create buzz and generate media attention, potentially leading to increased market share.
- Sponsorship and partnerships: Companies can also sponsor the Super Bowl or partner with the NFL to gain exposure and align their brand with the event. This can help build brand awareness and credibility, potentially leading to increased market share.
- Social media campaigns: Many companies use social media to complement their Super Bowl advertising efforts. This can include creating and sharing engaging content, launching social media contests, and using hashtags to increase brand visibility and engagement.
- Cause-related marketing: Some companies use the Super Bowl as an opportunity to promote a social cause or issue that aligns with their brand values. This can help build customer loyalty and goodwill, potentially leading to increased market share.
Now it’s unlikely you’re the owner of Coca-Cola, Uber or McDonald’s so how can your business learn from the global giants using massive sporting events like Super Bowl to achieve similar results?
- Know your audience: Successful Super Bowl commercials are tailored to the audience that watches the game, and your marketing efforts should be tailored to your target audience as well.
- Be creative: Super Bowl commercials are often known for their humour, emotional appeal, or memorable catchphrases. Create content that’s entertaining, memorable, and that can go viral.
- Focus on storytelling: The most successful Super Bowl commercials often have a compelling story that resonates with viewers. Use storytelling to create a connection with your audience.
- Build anticipation: Many Super Bowl commercials are previewed or teased before the game, building anticipation and generating buzz. Use similar tactics to build excitement around your marketing campaigns.
- Leverage social media: Social media plays a big role in Super Bowl marketing, with many companies creating social media campaigns to complement their advertising efforts. Use social media to amplify your message and engage with your audience.
- Have a clear message: While Super Bowl commercials can be entertaining, it’s important to have a clear message that resonates with your audience. Be sure to communicate your value proposition and benefits effectively.
- Be authentic: Audiences can be quick to spot inauthenticity. Be true to your brand and don’t try to be something you’re not.
- Collaborate with others: Some Super Bowl commercials are the result of collaborations between multiple brands. Consider partnering with other companies or organizations to create more powerful marketing campaigns.
- Measure your results: Measuring your marketing efforts is crucial to understanding what works and what doesn’t. Use analytics and other tools to track engagement, conversions, and other key metrics.
- Keep it simple: Super Bowl commercials are often short and to-the-point. Don’t overcomplicate your message, and keep your marketing efforts clear, concise, and easy to understand.
In summary, the top 10 learnings from Super Bowl marketing are to know your audience, be creative, focus on storytelling, build anticipation, leverage social media, have a clear message, be authentic, collaborate with others, measure your results, and keep it simple. By using these strategies, your business can create effective marketing campaigns that resonate with your audience and drive results.
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