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Why Smart Marketers Love the Super Bowl
By: Elaine Reed
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The Super Bowl is my busiest workday of the year. No, I don’t have a job on the side as a waitress or bartender at my local sports bar. (Imagine the tips!) I am way too uncoordinated to balance a tray of wings and beer, so I stick to what I do best. I set up my computer with several monitors and the TV and marry my clients’ messaging to what’s going on during the game.

I’m not the only one doing this. Every year, more and more companies integrate their ad buys with their websites, Facebook pages, and Twitter accounts. Tying television ad buys to the web is savvy marketing. Brand messaging gets reinforced through several mediums, and in a way that customers are comfortable interacting with. (Keep an eye out for Coke this year — word on the street is that they have a huge web strategy tied into their Super Bowl commercial.)

But what if you aren’t as big as Coke or Cadillac and you don’t have millions of dollars to pour into Super Bowl commercials and custom apps to support those commercials? You do what I do and watch the game with your business objectives in mind.

Do you have a car repair business? Every time a commercial runs for a car company, post a tweet about how your team of certified mechanics can keep that car humming. Link to your favorite commercial on your Facebook page and then post tips on what the important maintenance features are for that car.

Are you a masseur or spa owner? Develop content around what athletes do to stay limber and get ready for the game and how that translates to those of us who just play for fun. Trainers and heath coaches can post quick stretches and exercises at each commercial break to help people burn off the calories from all of the chips and dip they enjoy while watching.

Even business coaches can get in on the action. Big sporting events always have tons of interviews, commentators, and other clips and bits that feature people in public speaking roles. A smart business coach will point out the great things they see and, if a big fumble happens, offer tips to help the rest of us either avoid making the same mistake or recover from it gracefully.

The simple fact of the matter is that big events like the Super Bowl, the World Series, and the Olympics may seem like just another thing that happens outside of your business. But a smart marketer sees more than just a game. They see an opportunity to promote their products and services to a broad audience in bite-sized pieces that may just land them a big sale. Even if it doesn’t yield sales, staying active and in the public eye during big events helps to further solidify you as an expert in your field.

Regardless of whether the Patriots or the Giants walk away with the trophy on Feb. 5, your company can score a big win at the Super Bowl, too.


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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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