How Small Businesses Score Big Returns with Super Bowl Marketing

Posted by: Chris Marentis

How Small Businesses Score Big Returns with Super Bowl Marketing


Many small and large businesses alike step-up their advertising effort for the Super Bowl, and for good reason. This single event captivates millions of consumers, many of who talk about Super Bowl ads with the same fervor they express when talking about the game. But like all marketing campaigns, the impact spans across plaforms- it’s not just limited to TV commercials.

To earn your audience’s attention, local marketing experts recommend that small businesses harness the power of their mailing lists, mobile apps, social media networks, and web ads, even though you are not paying for an expensive TV commercial.

football field

Give Your Customers a Teaser

Thanks to the Internet, you can still produce and publish your own Super Bowl commercial. In fact, some major brands use YouTube and other social networks to unveil snippets of their new Super Bowl ads before the big game. Small businesses can do the same, using Facebook, Twitter, YouTube, and even Google+ to generate interest in their message.

Unless your business happens to be located near one of the teams that are playing in the Super Bowl (Denver and Seattle this year), it’s best to remain neutral about the outcome of the game. Instead, focus on what sets your small business apart from your competitors.


Make Sure There’s a Call to Action

Regardless of the type of ad you decide to run, it’s critical that you make it easy for your audience to connect with your company. When you publish your ad on social media, it’s easy to lead customers to a landing page, where they will be invited to make a purchase or sign up for email updates, for instance.

Even major brands fail to provide customers with a call to action in favor of building their brand. However, small businesses can’t afford to miss this opportunity to create an ad that resonates with customers, improves your brand image, and includes a strong call to action.


Don’t Forget the Post-Game Follow-Up

After any marketing campaign, it’s important to follow through and make sure that you’re making the most of all of your hard work. Without proper follow-up, you could be losing opportunities to build rapport with all of those prospects you attracted during the Super Bowl.

Use your social media networks to interact with people who are responding to your Super Bowl advertising. Encourage their enthusiasm. Also, make sure that you’re ready to send out any follow-up emails that relate to your Super Bowl campaign. If your call to action drove people to a website landing page, for example, make sure that page is relevant and up-to-date.

Whether you’re rooting for the Seattle or Denver, it’s important for small businesses like yours to utilize this local internet marketing opportunity to communicate with your local market.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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