Capitalizing On Super Bowl Marketing

By Author: Mel Joelle
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he Super Bowl is always an event that we all look forward to. Even if you don't enjoy sporting or competitive events, every one still finds themselves captivated in the festivities. Whether it is the super bowl parties, the grocery store savings, the massive amount of gambling, or you simply enjoy watching the commercials, the Super Bowl has something for everyone, including marketers.

Every year a big deal is always made about commercials that air during the Super Bowl. This year's average price for an ad spot is $3 million. Obviously not very many of us can afford a television ad, let alone one on Super Bowl Sunday, but this doesn't mean that we still cannot benefit from it. If we watch the big game closely, analyze the marketing techniques surrounding it, and come up with a process to take advantage of the theme then some big gains and exposure can arise.

The usual companies that advertise on Super Bowl Sunday are soda, beer, cars, and the off-topic advertisers such as insurance for example. But usually the way their commercials are set up is to surprise the viewer, bring up a sense of nostalgia, and/or ...
... make them laugh. Why are the best commercials always saved for the Super Bowl? Because you aren't going to waste $3 million dollars on a poorly produced ad, you are going to make sure that every person who saw your commercial walked away from the game with an image, memory, or joke in their mind that will make them at least contemplate about buying their stuff.

How can we take advantage of this as SEM and SEO specialists? Well for one, we can try to come up with relevant keywords that can also be associated with your company. This will all vary depending on the nature of the ad, of course, but with creativity and intelligence it can be done effectively. Identifying keywords for seasonal / situational occurrences present the same kind of opportunity. We know that after the Super Bowl the search engines are going to be flooded with searches that have to do with the commercials, companies, and their products. For example if you have a site that sells underwear, and there was a memorable Victoria Secret commercial that generates a buzz let's go out on a limb and say, Zebras for example; then tailor your keywords and associated new content to more closely associate your site and products with this buzz. It could even be just a comparison piece.

If you really cannot capture any of the traffic that will arise out of the Super Bowl ads, knowledge can still be attained. Some of the best marketing is always done during this time of year. Here are some things that Super Bowl advertisers use:

1) Know the target Audience:

a. By knowing the target audience you can really focus on trends that appeal to targeted demographics, creating or extending identification with that demographic group.

2) Research:

a. Research recent trends in the world and in pop culture; try to capitalize on anything current that can grab people's attention.

3) Involve Customers

a. Make your marketing campaign interactive. Surveys, Polls, Opinion Solicitations are all useful tools to engage target markets

4) Know your Competition

a. Where can you shine better than your competition and seek ways to exploit those advantages

5) Tease

a. Create a buzz. Give your audience a reason to continue to pay attention due to an upcoming event, announcement or other form of strategic mystery.

6) Events Are a good way to Unveil a Product

a. If the buzz is established, then use a special day that people will remember to unveil a product, such as a holiday.or the Super Bowl for example

Hopefully these suggestions can help you capitalize on this weekend's madness. Of course, if you need more help you know where to reach us.
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