The Super Bowl is a tremendous opportunity for anyone in the retail
business to capture momentum in sales volume early in the year. Though
cash-strapped from the holidays, consumers spend an estimated $11.7
billion on Super Bowl parties, a month after the traditional holiday
season is over. The event is bigger than the game, as we all head to
Super Bowl parties to sample part of the $5 billion worth of goods the
hosts bought, or the $6.7 billion worth of goods the rest of us guests
threw in nationwide. Sales data shows us that its not just chips
($33.4 million), meat ($16.6 million), soda ($18.6 million), and beer
($20.7 million), being purchased incrementally, but nearly 4 million HD
TVs (65 % bought at Wal-Mart or Best Buy) and 1.8 million pieces of
furniture outfitting living rooms. This, and the fact that it is
consistently the highest rated TV program of the year, makes the Super
Bowl a boon for all the brands that stand to benefit from the occasion.
Brands market at retail for the Super Bowl in a variety of ways. Brands
like Coors Light, Pepsi, Doritos and others pay the NFL for official
sponsorship and rights to the marks for the Super Bowl. Non-sponsors
like Coke, Miller Lite, and Kellogg’s use generic terms like the “Big
Game” to try to capture the essence of the big game. The biggest
retailers “took back” the Super Bowl by creating their own programming
themes. But promotional programs that most brands execute offer fewer,
bigger prizes, don’t interact with the shopper beyond their experience
at the shelf. Despite their efforts, most promotions seem generic
because everyone is doing the same thing. Brands with the greatest
connection to football parties – especially food and beverage brands –
tout the “Ultimate Party” but don’t give us a compelling reason to
believe them.
It’s as if most Super Bowl brands are talking to themselves and not
their audience – the fans. And the fans can tell the difference.
We the fans want to have the best experience possible. And, unless you
are a one of the few fans that has connections, your chance of getting
tickets to the game is nil. The biggest fans, the most loyal ones, are
watching at home because they simply can’t go to the live event. So
the game becomes a reason to get together with friends, consume copious
amounts of stuff and enjoy a pop-culture event with no equal. Outside
of the host stadium, the Super Bowl is 28 million parties with 154
million viewers, who are there for the game, the advertising, and to be
with friends, in that order. The host's success is measured on putting
out a great spread, showing off the home theater, or placing a friendly
bet on which quarterback will throw the first interception.
So, what can brands do more to enhance our experience before, during
and after the pinnacle moment of kickoff? How can brands connect with
the shopper at retail when there is so much clutter and noise in the
context of a shopper wants to get in, get out and get to where they are
going? At a time when everyone is sponsoring everything, how can a
brand be authentic to an increasingly skeptical audience?
When there is so much opportunity to make a great impression for the
Super Bowl, brands need to create programming that breaks through the
clutter at retail and communicates a relevant message for the shopper.
Brands must connect with the consumer in a meaningful way,
understanding the insights of what the Super Bowl occasion is about.
And perhaps most importantly, brands need to connect to their audience
in a way that is authentic to the brand, while most of all remaining
true to the fans.
- Contributed by Eric Anhold
Source: ACNielsen: average weekly sales for two weeks ending Feb. 10 2007; BigResearch: CIA survey, Jan 2007
Image credits: In-Store Marketer
