The 6 marketing keys that you can learn from the Super Bowl and that you can apply to your business from now on
Do you have the wings, guacamole, and drinks ready? The most important event of the year is here. The Super Bowl is the most-watched television event in the United States and although you may have already read an analysis about the key plays, who may be the star of the night or some clue about the musical show of the halftime; today we are not going to talk about it. Let’s give it a different twist. Have you ever wondered what its great fame is due to?
Because even if you don’t like sports or Football, no one can deny that getting millions of viewers gathered in front of the screen around the world is a success in product sales and marketing. In this post, we are going to see 6 lessons that you can learn from the sport in general and the Super Bowl in particular, and perhaps most importantly, that you can apply to your business today or from next weekend. The Super Bowl party does not prepare by itself.
Super Bowl Marketing Strategies
- Inbound Marketing.
What are teams if not sports companies that are dedicated to generating content massively? That’s what the strategy is all about. Every game of American football, soccer, basketball is a huge production of content that then sells advertising, merchandising is marketed, tickets to go to the stadium, etc. That is why Red Bull invests so much in sponsoring sport, it is still a way to create organic content that when given naturally, improves its branding.
The Super Bowl final is the core content. The inbound marketing “strategy” works as a pyramid of emotion. Everything that happens is created for this day and for the customer to consume this product. It’s special.
And what do they get with that way? Virality. They generate conversations on social networks. Memes are made, key plays are analyzed, the musical show receives millions of visits… They get what all brands want, to talk about them and for free!
And, if you look, in the media we do not usually talk about companies, to avoid giving them free advertising; but in sports programs, the names of the teams are mentioned all the time. We return to the example of Red Bull, how many times have you heard in the media its name as a beverage company and how many as the owner of a soccer team, sponsor of events, or for example, when the jump of Felix Baumgartner? His video summary, by the way, has 47 million views.
- Social Proof.
The data speaks for itself, and the NFL makes sure we know it well. It is the television event with the largest audience in the United States, every year millions of people stand in front of the screen to watch the final and the next day is the most talked-about news.
Another example of this is the prices reached by the advertising. We are talking about that in 2021 it came to pay 5 million dollars for a standard 30-second ad and this year we are talking about that it could reach 6 million. All this validates the social proof of the brand because the most important companies in the world invest that money to appear with them.
- Create community and loyalty.
That is the purest value of sport. In life, you change everything but not your team. The fans of a sport create a community where the sport is lived from the experience, from the emotions … and if you have ever missed this final surely there is someone who has said to you: Did you really not see it?
In addition, the final is an opportunity to meet friends and family. Enjoy the night, eat, drink in short, share a good time.
The road to the final is complicated and full of stories. How difficult has it been for both teams to get there? What is it going to mean that the Bengals can win a title for the first time in their history? Or that the Rams can win the trophy in their own stadium?
There may be a player who retires. Or that the media talks about a person going to the stadium with their son and grandson. Or a person who said that if his team made it to the final, he would go to the stadium from his hometown by bike or some eccentric promise. The Super Bowl generates millions of sub-stories that feed the final product.
- Sense of urgency.
It is then and now. If you don’t consume it at the time the game starts, you got lost. Everyone is going to talk about it, television is going to talk about it, radio is going to talk about it, social networks… There’s no way you’ll put off your “purchase” so much that you never do.
- Adapt to the needs of the client.
It is one of the most basic things of marketing but sometimes you have to remember it. Do not make the client adapt to you, adapt yourself to the needs of the client. The Super Bowl is held on Sunday afternoon, would you have the same audience if it were a Tuesday at 11 in the morning?
Ask the customer for as little effort as possible when making the purchase. If your business model is a subscription, tell him he can leave it whenever; it does imply a large economic outlay, offers payment in installments; if you buy online, “free” shipping, etc.
Super Bowl is the example of branding by itself. When someone pronounces their name we already know that it is an exciting final, where you will be with friends and eat food, a lot of food. Getting to generate those emotions, just by pronouncing the name of a brand is very difficult, but it is the goal of every company. Be at the top of the mind of the client. And the Super Bowl is for many, one of the first thoughts that come to mind when we talk about sports or sporting events.
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