The year is 2020. Super Bowl 54 will be this Sunday. Since I was in high school, two forms of advertising got me excited and ultimately lead me into the career I am now. Black Friday ads in the Newspaper, and Super Bowl commercials. Companies these days spend millions of dollars for 30 seconds to a minute of airtime during the Big Game. “But TJ, I don’t have 5 million dollars in the budget. Can I still be effective on Super Bowl Sunday?” With a few tips, tricks, and creativity, you can “Tackle Super Bowl Sunday!”
Creativity Goes A Lot Further Than Money.
In 2015, the price for a Super Bowl commercial slot was 4 million dollars. The car company, Volvo, was not going to spend 4 million. Instead, they got creative. They redirected their efforts to social media. They knew that other companies would create the conversations using their commercial slots. But Volvo figured they could change those conversations, not start them. What they did was simple. They set up a social giveaway campaign that gave away 5 Volvo cars during the game. The rules were simple. In order to participate you only had to tweet #VolvoContest every time you saw any car commercial during the game.
As a marketer, this gives me goosebumps. For the price of 5 cars, Volvo was able to steal the spotlight from every other car company that spent millions. As the competitors commercials came on tv screens around the country, people were associating the commercials with Volvo and posting about Volvo. If you don’t have a huge marketing budget, you need to get creative. If you can’t start the conversation, join it and change it.
Know your Target Market.
This is a big one for all marketing efforts. Marketers need to understand who is actually watching the Big Game. We know men are watching—it is football after all. But women and children are watching this game too. So as a marketer, we need to take that into account. The people at Old Spice did this perfectly. They found that even though Old Spice is a men’s product, women were actually buying it for their husbands. Old Spice responded with the “The Man Your Man Could Smell Like” campaign. Did it work? Sales increased by 55 percent over the next three months.
This is easy to do on a smaller level. You know your target market. Try to relate them to different aspects of the Big Game.
Don’t Be Pushy.
We see this time and time again. Companies try to do too much and it comes across and foolish. We shouldn’t be interrupting people with what you are trying to market. But rather get them get them interested in the company or product. We all have seen the Anheuser-Busch commercials. They usually have nothing to do with their beer. Rather, they try to set the mood for the type of demographic that should be buying their product. Look out for this year’s “Typical American” campaign. Are they pushing beer? Not directly. They are pushing the idea that American’s and Budweiser, the brand, are the similar in a lot of ways. In turn, they will be more inclined to buy AB products in the future.
Budweiser wasn’t pushy. They didn’t throw their line of beer at you and ask you to buy it. Instead they created a culture or stereotype that people can relate too. They then associated their brand with that type of person. In this case, that person is a “Typical American.” A large group of people to be associated with.
These are just a few tips to get you thinking about how to best “tackle” your marketing efforts for the big game.
- Be Creative – Have fun with it. You don’t need a ton of money to have an effective marketing plan.
- Know your audience – It is not just men watching the Big Game. Use the vast demographic as an advantage.
- Don’t try to hard– Don’t interrupt people with what you are trying to market. But rather get them get them interested in the company or product
This will get you on the right track to TACKLE SUPER BOWL SUNDAY!