Advertisers won’t need to spend millions on a Super Bowl commercial to walk away with a win this year. eMarketer reports a recent study conducted for the National Retail Federation which found that consumer spending will reach $12.3 billion on game-related items this year. 80% of consumers plan on spending their money on food and beverages, 8% plan on purchasing team apparel, 7% will buy a new TV just for the game, and 6% will spend their money on decorations.
Putting the Right Play into Action
Implementing a successful seasonal marketing campaign such as this takes time to strategize and implement. Though the Super Bowl is just around the corner, keeping these tips in mind may come in handy for future gaming events, such as the FIFA World Cup.
Capitalize on mobile users
With the increasing usage of mobile devices, it’s becoming more important for advertisers to implement new ways to engage and track consumers through mobile marketing. Mobile apps for example, are a great way to track activity across channels. If someone began filling their online shopping cart with bags of chips, dips, and pretzels via their mobile device, sending them an email or push notification can help remind them to checkout so that their groceries arrive in time for the game.
Incentives are a great way to engage your target audience. A good email marketing campaign is a good way to inform your customers of any sales or promotions you’ll be having in honor of the Super Bowl. Offering special discounts and promotions or free shipping is a great tactic that can help sway customers to buy from you rather than your in-store competitors, for example. And for your last-minute shoppers who are now hustling to find a store nearby for that Broncos jersey they abandoned in their online shopping cart, implementing a good retargeting strategy promoting 1-day shipping or offering an in-store coupon may help them make the right decision.
The Super Bowl game itself still provides many advertisers with the opportunity to continue promoting their brand via social media. Quickly capitalize on impromptu marketing opportunities, such as last year’s Super Bowl black out. Everyone remembers the famous Oreo tweet:
It’s important for brands to have the capability to respond to real-time opportunities. With the help of social media, they can easily do so. With 231,000 Tweets per minute last year, Twitter will most likely be the social channel with the most action this year.
Similar Opportunities in the Near Future
What’s great about large sporting events like the Super Bowl is that these events happen all throughout the year: NBA playoffs, FIFA, Wimbledon, and this year’s Winter Olympics. Improve and utilize your Super Bowl strategy to successfully market during these sporting events. Take the data you’ve gathered to retarget throughout these events and again at the start of the next season through display campaigns and/or email marketing campaigns. Structure your marketing campaign to allow you the time to implement an effective search, display, social, and mobile strategy. Take advantage of these opportunities, and you’ll be sure to score an online marketing touchdown.