The Superbowl and Superstar Marketing
The Superbowl is right around the corner and it’s a huge event for marketers.
Imagine the months and millions of dollars advertisers put into this football extravaganza. From television spots, to the half time entertainment, signage, and branding; There are few events that draw such attention across North America and beyond.
Businesses have to pull their most innovative and creative ideas into play to make this huge investment pay off. This year there is an even brighter spotlight on the event. Let the games begin as one of the biggest music superstar’s, T-Swift herself, attends the Superbowl in support of her football stud, Travis Kelce.
As if there wasn’t pressure before! So how will these advertisers strategize to make memorable content for this epic event? Let’s what can you learn from this to scale down to your own business?
Research
Before forming a hint of an idea in their heads, these larger companies are doing a fair amount of market research. This could look as complex as studying buyer psychology and analyzing the last 10+ years of advertising successes and failures. It could also include simple buyer behavior studies, like finding out the top 10 Walmart purchases of the population of the United States.
How does this apply to my business?
Get to know your audience and learn what they have responded to with a bit of research. Find the common magic in your successful campaigns and try to replicate it.
Comb through your data and analytics but don’t forget about your own buying habits. Pin down what specifically influenced you over the past few years to visit a certain place, use a service or spend on something you just had to have.
Ask your customers for feedback. Create a survey in an instagram story. Send a poll in an email. “What motivated you to make a purchase with us?” Use this information in your marketing plans.
Find Your Inner Superstar
There could probably be a drinking game to accompany the Taylor references at this year’s Superbowl. Drink once when the camera pans to her, and twice when they mention her name! You can bet she will be a draw and businesses are going to leverage her fame in any way they can.
It makes sense to incorporate current trends, use celebrities and popular music to enhance your messaging. Just don’t forget what makes you and your business special and promote the heck out of that. You are the star of your story and your business. If you aren’t sure how to find and share what makes you special, I can help!
Use the Magic
Once the big advertisers have done the research and settled on what kind of marketing magic they feel will work best, they put it into action. You can see certain formulas in the most popular Superbowl TV ads. Celebrities like Michael Jordan and Britney Spears doing what they do best; Popular book and movie themes. Finally, my personal favourite: relatable humour. The WassssUp Guys, being fun and goofy. The old Spice “I’m on a horse” guy. Humour is always in style. Highlight your superstar skills with a fun and relatable campaign that will work across various types of social media, email marketing and more.
Post Game Report
Keep track of your results and tweak as needed. Did one image or video bring in a lot of engagement ? Did your online shop see a spike in sales? Work with that momentum to plan future campaigns right then while the height of your success is still fresh. If your marketing efforts fell flat, double check that the tone of your ad suited your audience’s taste and interests. Get feedback from various sources.
Luckily most of us won’t have to feel the pressure of a million dollar ad campaign. Regardless of budget it is still stressful to put your hard earned money into marketing. Work with someone who gets the process and can put your strengths in the spotlight. We can’t all be Taylor, but you can make a great reputation for your business that could be better than your wildest dreams. Are you ready for it?
