Super Bowl Sales Tips

5 plays to help you come out a winner

No American sporting event gets more attention—even from casual fans—than the Super Bowl. Super Bowl-related sales are huge, and despite our current economic downturn, it’s highly likely that 2009 will still be a touchdown for retailers.

So, what can advertisers who appeal to football fans do to keep from dropping the ball when it comes to Super Bowl season? Here are a few things to remember:

For a change, they’ll actually watch the commercials
According to the Retail Advertising and Marketing Association’s 2008 Super Bowl Consumer Intentions and Actions Survey, 70% of consumers planned to watch the Super Bowl in 2008. Of those, 67.4% planned to buy food and beverages, and 6% said they would buy team apparel and accessories.

Super spenders
On average, consumers in 2008 said they expected to spend $59.90 on Super Bowl-related merchandise. The message here is pretty clear: If your product is related to the big game, it’s time to get ready. Make sure that your jerseys, hats or foam fingers are prominently mentioned in your ad copy. And be that sure those ads call out whatever deals or special offers you’re running—because this year, especially, consumers will be on the lookout for them.

Perfect excuse for the new HD set
The Retail Advertising and Marketing Association’s survey showed that in 2008, consumers planned to purchase 3.9 million televisions specifically in time for Super Bowl Sunday, up more than 50 percent from 2.5 million in 2007. And while belts may be tightening these days, the falling price of high-definition TVs, combined with special deals being offered to struggling consumers, means there will be a lot of TVs flying off the shelves come Super Bowl weekend.

As such, advertisers who sell televisions should be sure to create specific Super Bowl-related ads that appeal to consumers considering a trade-up in televisions. Call out the appeal of a new TV for The Big Game, especially for those target customers who will be watching with friends and family, or throwing a Super Bowl party. Of course, be sure to advertise any special deals or discounts you’re offering, as consumers are on the lookout for those, especially when it comes to big-ticket items such as televisions. If you offer free shipping, shout it out loud and clear, especially if you can guarantee delivery before Super Sunday.

Restaurants and bars
Local attractions that offer Super Bowl gatherings (bars, restaurants, etc.) should be sure to “get on the ball” in time for the big day. If you’re showing the game on a big-screen TV or offering a special meal, half-price drinks or any other deal, be sure to brag about it in your ads. Oh, and as always, if your business is local, be sure to use your account’s geo-targeting tools, so that your ads are displayed specifically to users within your geographic area, rather than the entire country.

Word of warning
While it’s true that Super Bowl Sunday has become a de facto national holiday, the term “Super Bowl” and many other related phrases are protected trademarks of the NFL—and its lawyers don’t fool around. Unless you’re officially licensed to use the term “Super Bowl” in your commercial advertising, you should probably stick with “The Big Game” or some other such euphemism. For more details, consult your attorney!

— Noah Belson, Content Quality Analyst

Photo courtesy of Flickr user David Hudson Floyd.