If you've seen your share of Super Bowl ads, you know that some of them make clear powerful selling points, while others don't seem to have anything to do with a brand's products or services at all. How and why does this approach work, when does it not work, and how can you win your own marketing "Super Bowl" against your competitors?
One of the main reasons that major brands advertise during the Super Bowl is, well, simply to remind us all that they're major brands. The sheer glitz, glamor and importance of a major sporting event like the Super Bowl can convey a kind of "halo effect" to advertisers. If your ad is running alongside ads for Coke or Apple, you give the impression of being on the same playing field as these commercial giants. If you are Coke or Apple and you don't run an eye-popping ad during the Super Bowl, then you're potentially sending the message that you no longer belong in that elite crowd.
When you're planning your marketing campaign, think about where your target audience is, and where your competitors advertise in their efforts to pick that audience up. Then make a point of producing a steady stream of videos, articles, online ads and direct mail -- and position those pieces in areas that keep your brand as visible and healthy-looking as possible.
When you see a puzzling, abstract, aimlessly funny or downright bizarre Super Bowl ad, your first response may be to think, "What did that have to do with anything?" Your second response may be to ask your water-cooler buddies what they thought it was all about -- or to post such questions on your favorite social media platforms. This ad hasn't generated any direct sales, but it has achieved something almost as valuable: buzz.
Such conversation starters can prove especially useful when you're trying to make a big initial splash, grow your audience to include new demographics, or reclaim a part of your audience that's dropped away due to loss of interest in your brand. True, you may not have millions of dollars to schedule an amazing Super Bowl ad (not to mention the millions more you might spend actually producing the thing). But you can certainly look for unusual opportunities to make an impression on a smaller scale. From promotional stunts and online/mail-in contests to a brilliantly innovative new website design or radio spot, you can get your target market talking about you.
But What About Selling?
Creating buzz is great, but the Super Bowl ads most likely to generate actual sales are the ones that make their points as directly and clearly as possible -- while still offering cleverness and entertainment value. If you watch this year's game, pay attention to which ads confuse you and which ones make you want to go buy something. Then think about your own marketing strategy for 2020.
You probably want to build your brand while also increasing sales revenue. If that's the case, make sure to populate your social media accounts with genuinely relevant and helpful information, from before-and-after success stories to DIY advice. Create landing pages that draw your prospects toward specific products or services. Send out regular coupons, advertise specific sales days, and spotlight particular needs and challenges that your company addresses.
You may not have a team -- or an ad -- in the Super Bowl, but if you're like most businesses, you face some pretty brutal competition every day of the year. Take the examples of Super Bowl ad campaigns to heart, apply them to your own marketing strategies, and watch yourself soar to the top of the rankings. If you need to raise your content marketing game to championship level, don't hesitate to put my freelance copywriting services to work. This is one game you definitely want to win!