Tonight is the 2020 Super Bowl!
You might be thinking - “so what?”
Super Bowl XLIX in 2015 was the most-watched television broadcast in U.S. history, followed closely by the previous year’s game. In fact, the Super Bowl represents 19 of the 20 most-watched television broadcasts in U.S. history!
While the Super Bowl is the biggest sporting event of the year, it is also the biggest marketing and advertising event of the year!
With an average of over 112 million viewers, it is crucial for companies to capitalize on the chance to market their business. Now, of course, with a 30-second commercial costing over $4.2 million, the majority of companies are not buying a slot in the lineup; however, the creative marketing strategies that these companies are delivering can inspire and teach us all.
Here are tips we can take from some of the most creative Super Bowl marketing strategies from years past.
Find the white space and change the rules of the game
It is important to know your competitors, their strengths and weaknesses as well as your strengths and weaknesses. Finding what sets you apart from them and filling that white space will help you stand out from the rest. Playing on your company's strengths will take you far.
But on the other hand… “New” isn't always better than dependable
While it’s important to always be innovative, if you know a tactic is reliable and proven to deliver results for your company, don’t feel obligated to change it! You don't always have to reinvent the wheel.
Social media contests
Contests on social media are the most popular marketing tactic for big events like the Super Bowl. This is a great way to get your audience involved and reel prospective customers in.
Focus on unity and emotional connections
Big events bring together people from all walks of life, take advantage of this! With that, find a way to connect with the masses of people. The best way to do this is to tug at their heart strings. A great deal of purchasing decisions are made emotionally.
Know your target audience
It is extremely important to know, not assume, your target audience. A perfect example of this comes from a few years ago when Old Spice, a men’s grooming, bathing and overall hygiene company’s Super Bowl commercial was aimed toward women. Old Spice targeted their marketing towards women after analyzing their data which told them that it was primarily women buying their product, not men!
Focus on mobile
This is as simple as it seems. Nearly 50% of visits to Super Bowl advertisers’ websites on Super Bowl Sunday came from mobile devices. Focus your marketing on mobile applications like social media apps Instagram, Facebook, Twitter, and more!
This is a long-term strategy. Engage your fans before, during and after the main event
Your marketing strategy should be just that - a strategy, one that has a plan to help you achieve your overall goals. A good marketing strategy involves preparation before, an execution plan and solutions to all possible resolutions. This will give you a better opportunity to connect with the audience and create a loyal following.
Trust your consumer. Harness their creativity to get to the essence of your brand
The best way to relate to your customers is to talk to them about what they want rather than telling them. Often, if you give your audience a creative platform, you will find that their visionary ideas and understanding of your brand is far more advanced than you think! Harness that.