Tag Archives: football

Super Bowl Event Marketing

It’s Super Bowl Sunday!!  A time when advertising comes into focus.  This year, however, I’m thinking less about the commercials and more about event marketing around Super Bowl XLIV.

There are opportunities for your business to piggyback on the excitement of a big event.  DirectTV has implemented a well-timed marketing tactic by setting up tables in Sam’s Club and offering a SuperBowl promotion.  This is a great strategy for DirectTV!  Football fans, one of the drivers behind HDTV adoption, often consider upgrading their TV sets before the SuperBowl and DirectTV can sweeten their purchase by offering attractive HD sports packages.

Shopping for new TVs is one side-effect of the SuperBowl, and there are certainly others.  Let’s consider food consumed on Super Bowl Sunday. Hot wings, pizza, chips, dips, and beer are foods that come to my mind.

If you’re a chicken wing supplier, demand leading up to the SuperBowl is bound to rise.  Chicken wing suppliers and distributors can raise their prices and enjoy better margins than other times of the year.  If you run a hotel in Miami, host of Super Bowl XLIV, demand for hotel rooms and other entertainment venues will be high too.  Plan accordingly.

My advice, think about upcoming events in your area and implement aligned event marketing tactics to capitalize on the event’s excitement.

What event marketing tactics have been effective for your business?

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Bobby Bowden Management

Bobby BowdenAs a native of Tallahassee, FL, I am of course a huge Florida State football fan.  With Bobby Bowden coaching his last game this week I’ve been thinking about what made him so successful.  For the uninitiated, Bowden oversaw one of the greatest runs in college football history.  From 1987 to 2000, 14 straight years, FSU finished in the top five of the AP college football poll.

How did Bobby Bowden do it?
I posit his ability to recruit the best players coupled with his delegating management style gave him the winning edge to build the Seminole dynasty from the ground up.

A media darling and adept recruiter, Bowden quickly learned that delegating responsibilities to assistant coaches allowed his program to flourish.  And with Bowden’s delegating management style in effect he was afforded additional time to focus on what he does best – recruit the best players. During Florida State’s 14-year winning streak his staff held tight and the rest is history.

As an entrepreneur, it’s often difficult to relinquish control and let those you hire to do their work without micromanaging them.  Avoid this by hiring employees that are smarter than you, giving them the reins to succeed and holding them accountable if they fall short. Hiring the best employees is difficult, but crucial to your long-term success.

And Bobby would agree having said, “He who gets the best players usually wins.”  And Bobby Bowden usually did just that.

Super Bowl XLIII Winners & Losers

Super Bowl Sunday offered a lot of entertainment on the field Sunday night.  The commercials off the field, not so much. If you missed them, you can view them here.

There were a few interesting commercials, but overall the quality and freshness that Super Bowl ads usually provide didn’t add up to the glitz and glamor most of us have come to enjoy.  The packaging of commercials seemed more like a promotion for NBC Television shows and their associated corporate entities.

The Winners:

  • Pedigree – You can’t go wrong with animals, and their Adoption Drive campaign endears me to their brand.
  • Doritos – I love that they ran another contest to give people nationwide the chance to shoot the Super Bowl ad.  Everyone can dream of genie, but not everyone can throw a snow-globe at their boss. With the Wish upon a Snow-globe ad,  crotch humor is alive and kicking.
  • Coca-Cola – Coke’s vivid imagery was engaging and well received by the Super Bowl audience.

On the Fence:

  • Hyundai – The Assurance campaign is winner in the sense it addressed the unemployment fear that is sweeping the nation.  The campaign is a loser in the sense that it doesn’t do much for its brand and it wasn’t unveiled Sunday night as I’ve seen it many times before.
  • Hulu – The counter-intuitive message didn’t make me want to go to Hulu and watch my stories.  Why would you make a case that watching TV is not a good thing when your service is the vehicle to do just that? However,  the Sponsorship of funneling viewers to Hulu in order to watch the Super Bowl Ads was extremely effective.
  • Monster.com & CareerBuilder.com – First the good: Both Monster.com and CareerBuilder.com had funny and relatable ads.  Now the bad: Neither commercial capitalized on what the people afraid of losing their job want to hear: Come here for new and plentiful job openings that will remove you from the unemployment lines.

The Losers:

  • Pepsi Max – There is a lot of buzz around the Pepsi Max campaign, I just don’t think it did anything to make its target audience buy it’s product unless getting beat up makes you thirsty for a diet cola.
  • Gatorade – Since ‘G’ already means so many things to me (think ‘money’ and ‘Warren’) it will never mean Gatorade to me.  The whole ad was more about of a question of what? Who is wasting money on this ad?
  • Sobe – Dancing around like last year’s ad isn’t new or effective way to sell what is otherwise a really good product.

What are your thoughts?  Are there any ads you liked or disliked that deserve mentioning?

Super Bowl Sunday

Super Bowl XLIII

For the 43rd time, two teams will square off in the National Football League’s Super Bowl – which means it’s time for 2-litter Coca-Colas and bowls of Doritos and Planters nuts, Pizza from Dominos, and wings lathered in your favorite sauces! 

While many longstanding Super Bowl advertisers like FedEx have pulled out this year, there still will be plenty to talk about this year.  In particular, it will be interesting to see some of the newcomers that fill the open time.  While Cash4Gold.com may not interest you that much, at least it may provide some much needed humor given the tumultuous times. Plus Hulu, the video service I’ve praised before, has a secretive spot this year. Pedigree is also new to the frey with their Super Bowl ad below:

The obvious choice for the most fruitful campaigns are CareerBuilder.com and Monster.  I’m guessing many people will jump onto these career services websites to scope out jobs with layoffs spreading across the country.

On the football field I’m picking the underdog Arizona Cardinals to prevail over the Pittsburgh Steelers.  Later this week I’ll share my winners and losers from the advertising field.  In the meantime, enjoy the game and happy ad watching!