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As one of the biggest US Holidays approaches - Super Bowl Sunday, of course - it's a great time to take a look at marketing in general.
2/1/2012
After all, the Super Bowl is an event that creates a marketing buzz more than any other. While this stems from TV ads, it's a big event for online advertising as well, and examining so many high profile campaigns can teach us all valuable lessons.
An Efficient Frontier study released last year during Super Bowl time reports that large scale TV ad flights generally result in 60-80% increases in brand related searches, and 40-60% increases in generic terms. These spikes remain high for about 3 weeks, and don't tail off completely for about 6 weeks. The lesson here is to remember that all of your marketing efforts will build on each other. Even if you're not quite ready to go out and buy that Super Bowl ad spot, as you plan any TV, radio, print or other ad campaign, be sure that your website, search engine marketing campaigns and social media campaigns are prepared to take advantage of the collateral activity.
Another lesson we can learn from Super Bowl Marketing is the value of Video. Video can be the single biggest vehicle for increasing awareness and generating links to your website. Super Bowl Ads are viewed online at amazing rates - ComScore reports that three quarters of US internet users intend to go online to watch super bowl commercials, and last year, Visible Measures reported that in the 10 days following the Super Bowl, Super Bowl online ad views reached 320 million. Even if you're not going to be in the Super Bowl, your video content can produce great results - just remember to coordinate the display on your website with your YouTube, Facebook, and other video channels.
The final lesson for all of us from Super Bowl Marketing is that you don't have to be the big spender to reap some rewards. Media events as big as the Super Bowl create ripples throughout the industry - find out how you can take advantage of someone else's splash. As reported by the Efficient Frontier study mentioned above, even generic terms relating to Super Bowl TV ads see a 40-60% lift in the weeks after the ads first air. By positioning yourself for some of these general terms that may be represented by big events like this, you can see a lift yourself. Of course, this doesn't just apply to the Super Bowl, but any large scale marketing campaign.
As Super Bowl Sunday approaches, prepare your digital marketing campaigns for any possible lift that may result from the Super Bowl Marketing Blitz - and then on Super Bowl Sunday, sit back and enjoy the game.
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