Can you feel the buzz in the air? The Big Game is just around the corner! But let's be honest, most of us couldn’t care less about who's going to clinch the title this year. For us marketers, it's allllllll about those highly anticipated ads!
Hilarious, memorable, and gaudily expensive — companies run their biggest and best brand advertising plays during the breaks. It's safe to say the game is more than just a competition between football teams - it's a stage for some of the best brand marketing out there.
Whether you're a small business just starting out or a super-sized corporation, the power of brand advertising cannot be understated. When nearly 8 out of every 10 consumers say they’re more likely to buy from a brand they feel connected to, companies need to tell their stories and deliver a message that resonates.
Well-done brand marketing can showcase the unique benefits and features of your product or service, create buzz through catchy headlines and persuasive language, and back it all up with relatable customer testimonials.
Remember, every great brand started small. With the right approach to brand advertising, your business can make a lasting impression, no matter its size.
How small businesses can leverage the big hype
Let's face it: snagging a 30-second ad spot during the Big Game might be a dream for many small businesses, but with the price tag often running into the millions, it's not always a feasible one. But don't let that dampen your spirit. There are plenty of ways you can ride the wave and score big with your customers — without breaking the bank.
Consider hosting a themed promotion or event. Whether it's a sale, a giveaway, or an in-store event, tying it to the game can create excitement and drive traffic. You can offer discounts on game day essentials, host a 'guess the score' competition, or even run a football trivia contest. The key is to make it fun, engaging, and relevant to your audience.
Amp up your social media game. The Big Game isn't just any football game; it's a cultural phenomenon, and people love to talk about it online. So join the conversation! Post engaging content related to the game, like fun facts, behind-the-scenes peeks, or even your own mini 'ads'. And don't forget to use relevant hashtags to increase your visibility.
Leverage the power of user-generated content. Encourage your customers to share their own experiences, whether it's their game day setup, their favorite game-day snack, or their reaction to the Big Game. User-generated content not only adds authenticity to your brand, but it also fosters a sense of community and engagement.
Showcase the benefits and features of your products or services in a way that resonates with the football audience. For instance, if you're a restaurant, highlight your takeout specials. If you're a fashion retailer, showcase your sporty chic collections. The goal is to connect your brand to the Big Game hype in a way that's meaningful and relevant to your audience.
So, small businesses, don't sit on the sidelines. Get in the game, leverage the hype, and score big with your customers. Remember, you don't need a million-dollar ad spot to make an impact; you just need a game plan that speaks to your audience.
Brand marketing: Not just for the big guys
Brand marketing isn't just for the big guys. It's a common misconception that only large corporations can benefit from brand marketing, but that's simply not the case. Small businesses, too, can make their mark with the right strategy.
You see, brand marketing isn't about the size of your business; it's about the strength of your story. Whether you're a mom-and-pop shop or a multinational corporation, you have a unique narrative to share. And with the right approach, you can leverage this story to connect with your audience and stand out in a crowded marketplace.
Consider this: 76% of consumers buy from brands they feel connected to. That’s right — almost 8 out of every 10 customers are looking for more than just a product or service. They want a brand they can relate to, a brand that aligns with their values.
So how can small businesses tap into the power of brand marketing? It starts with understanding your audience. Know what they value, what they're looking for, and how your brand can meet those needs. From there, it's all about crafting a compelling narrative and communicating it consistently across all your marketing channels.
And don't forget about the power of testimonials. A whopping 93% of consumers say ratings and reviews influence whether or not they buy a product. So encourage your satisfied customers to share their experiences. Their voices can be your most powerful marketing tool.
With the right strategy, small businesses can also reap the benefits of brand marketing. Remember, it's not about the size of your business; it's about the strength of your story. So go ahead, tell your story, and let your brand shine!
Tips and strategies for effective brand marketing
Your brand is your business's identity; it's what sets you apart from the crowd and connects you with your customers. So how can small businesses create a strong, effective brand, even on a tight budget? Here are some tips:
1. Understand your audience
First things first, you need to know who you're talking to. Understanding your audience is crucial. Who are they? What do they want? What problems are they trying to solve? The more you know about your audience, the better you can tailor your brand to meet their needs.
2. Be authentic
In an age where consumers are increasingly savvy and skeptical, authenticity is key. Be true to who you are as a business. Don't try to be something you're not just to fit in or appeal to a certain demographic. People can see through that, and it won't help you build trust with your audience. Instead, let your unique personality shine through.
3. Consistency is key
Consistency in messaging is critical for building a strong brand. This means ensuring that all your communications, from your website copy to your social media posts, are aligned with your brand values and speak in the same voice. Consistency helps build recognition and trust, which are essential for building a strong brand.
4. Leverage testimonials
Word-of-mouth is a powerful tool, and testimonials are a great way to leverage it. By showcasing real customer experiences, you can highlight the benefits and features of your product or service in a way that’s believable and relatable.
5. Use data to your advantage
Data is a marketer's best friend. Use it to understand your audience better, track the success of your marketing efforts, and fine-tune your strategies. You don't need a big budget to do this — there are plenty of affordable analytics tools out there that can help you gain valuable insights, such as CallRail's Call Tracking suite, which allows small businesses to track which marketing campaigns their callers come from.
6. Don't forget your call-to-action
Every piece of communication should have a purpose. Whether it's to drive traffic to your website, encourage sign-ups, or boost sales, make sure you include a strong call-to-action that guides your audience on what to do next.
The value of brand marketing for small businesses
In the bustling marketplace, small businesses often find themselves in a David vs. Goliath situation. Competing with large corporations can seem daunting, but here's the good news: Brand marketing is your slingshot. It's a powerful tool that can help you increase visibility, earn customer loyalty, and gain a competitive edge.
Increased visibility
Let's start with visibility. A strong brand isn't just a logo or a catchy slogan; it's a beacon that shines brightly in the marketplace, attracting your target audience. When you invest in brand marketing, you're not just selling a product or service; you're creating a memorable experience that resonates with your customers. It's this experience that sets you apart and keeps you top-of-mind when customers are ready to make a purchase.
Customer loyalty
Next is customer loyalty, and here's where brand marketing really shines. You see, customers don't just buy products; they buy dependability, values, and experiences. And that's exactly what a strong brand delivers. When your brand aligns with your customers' values and expectations, you're not just making a sale; you're building a relationship. This relationship fosters trust, loyalty, and repeat business.
Competitive edge
Finally, let's talk about the competitive edge. In today's crowded marketplace, standing out is more important than ever. Brand marketing gives you that edge. It differentiates you from your competitors, positions you as an industry leader, and gives customers a compelling reason to choose you over others.
Remember, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates you from your competitors. Your brand is derived from who you are, who you want to be, and who people perceive you to be.
Small businesses that surfed the big game wave
Even if you can't afford to advertise during the game, you can still harness the hype as a marketing golden goose. Let's dive into how three small businesses brilliantly leveraged the Big Game to launch successful, attention-grabbing campaigns:
Gardiners Furniture & Mattress
This Baltimore-based furniture store became a sensation with its 2013 promotion. The offer was straightforward: if the Ravens returned a kickoff for a touchdown, any furniture bought in the days before the game would be free.
While Gardiners ended up giving away $600,000 in free merchandise, the campaign was a triumph. Insurance covered the bulk of the cost, and Gardiners enjoyed an influx of new customers, increased sales post-promotion, and enjoyed widespread media coverage, both locally and nationally.
CopyKat
Though on a smaller scale, CopyKat's campaign is another example of a successful Big Game-centered initiative. An online resource for recipes, CopyKat enables users to recreate popular dishes from renowned restaurants. Leveraging its robust online community of food enthusiasts, the company launched a promotion.
CopyKat's vast community was invited to submit original, unpublished recipes. After a round of voting, the winners were awarded various home-cooking items.
The campaign generated a buzz around the company's website and saw the cooking community getting enthusiastically involved.
GoldieBlox
In a twist of fate, GoldieBlox did manage to air an ad during the 2015 game as the lucky winner of Intuit’s "Small Business Big Game" contest. This annual contest invites small businesses nationwide to submit entries detailing what they do and why they do it for a chance to win an all-expenses-paid ad slot during the game.
Although the odds of winning are slim given the thousands of entries, reaching the public voting rounds can garner your small business national attention.
Brand marketing: a small business's big game changer
It's clear that brand marketing holds immense power, regardless of your business size. While your resources may be smaller, your potential to make a significant impact isn't. It's about understanding your audience, being genuine, consistent, and leveraging all the tools at your disposal.
There's a saying that goes, "think big, start small." That couldn't be more true when it comes to branding. You might be starting small, but there's no reason why you can't think big. Dream about where you want your brand to be, envision who you want to reach, and then take steps, however small, toward that vision.
