The Superbowl is fast approaching, and whether you’re a football fan or not, so are some of the most anticipated advertisements of the year. With the average price of a Superbowl ad running around $3.8 million this year, it’s a little on the cost-prohibitive side. So how can a small business owner tap some of the big game buzz? Piggy-backing!
Piggy-backing is simply finding some popular news story or upcoming event and somehow tying your business and promotions to it. Done properly, you can generate a lot of attention using only your existing marketing channels. Someone or something else is making the headlines and you’re simply riding their momentum while it lasts. Here’s how it works.
Step 1: Make a crazy offer.
Like really crazy- well maybe not that crazy. Own a pizza shop? Offer your favorite team a free pizza party if they win. Own a chiropractic or massage business? Offer the team you’re rooting against free PT for when they get their butts kicked. Own a furniture store? Offer the MVP a free recliner for some much deserved R&R.
You can do big giveaways with your customers too. One furniture store here in the Boston area offered to refund shoppers for all furniture purchases during a certain time period if the Red Sox won the world series- which they did! Make it something fun, eye catching and memorable. You should also make it something you can actually deliver on, just in case.
Step 2: Promote your offer like crazy.
Once you’ve decided on a memorable offer, it’s time to let everyone know about it. Tweet it, Facebook it, send it to your email list, plaster your store with signage promoting it. Any marketing that you’re already doing should make mention of your crazy offer. This promotion alone could be enough to get some terrific buzz and has a good likelihood of going viral.
If you don’t mind investing some money in promoting your offer, you should also strongly consider doing a press release. If your offer is really attention-getting, a press release about it could get picked up by some fairly large publications. If it does, you can expect to reach many, many times more people than your marketing plan would normally enable you to reach.
Even if you don’t do a press release, you should contact your local TV stations and newspapers directly and let them know about it. You’d be surprised what kind of stuff the news will do a brief story on, if you just ask.
Remember there are well over 100 million people expected to be watch the Superbowl this year, and while you may not be able to reach all of them, it’s a big enough pie for you to get a slice. Spend some time brainstorming a truly memorable offer, something that will really grab people’s attention, maybe even make them laugh. Once you have an idea you’re happy with, promote the heck out of it.
Image courtesy of cnewtoncom