Consistently getting over 100 million worldwide viewers each year (Statista), the Super Bowl blows away all television competition and continually proves to be the most popular event in America as well as one of the most popular for the rest of the world. As marketers, and specifically as those who participate in trade shows and various events, we need to first look closer at the Super Bowl and determine both why and how it is so popular. Then we need to figure out how to translate those components into our shows and events.
What makes the Super Bowl so popular?
The Game
Of course a lot of the Super Bowl’s audience comes from general football fans. It is the number one sport and number one sports league in America so this gives it its large core group of viewers/attendees.
The Commercials
Obviously, as soon as advertisers got the numbers and feedback from the popularity and viewership of the Super Bowl they wanted to capitalize. Today, many major brands launch new ads for the game, adding another group of viewers that tunes in primarily to see the new ads. At $4 million per 30 second ad (Forbes), we are definitely getting everyone’s best effort.
The Halftime Show
Because you’ve spent an hour and a half of non-stop viewing of both the game and the new ads, you need an intermission right? Well half-time has become the third must-watch element that grabs people’s attention. These days, it goes beyond just the mainstream act performing in the stadium to a variety of niche halftime shows on different channels, such as Animal Planet’s Puppy Bowl.
The Location
This is an important factor for actual attendees. The week leading up to the Super Bowl is always filled with a number of events in the location city. Because of this, the game is played at a different location each year. This spreads the economic explosion that comes with hosting such an event, as well as provides a new and exciting backdrop from those attending/covering the game.
Okay, how does this translate?
The Game
Make sure you’re choosing the trade show(s)/event(s) that bring out the highest number of, and most relevant, attendees. Just as the vast majority of NFL fans watch the Super Bowl, you want the show that captures the vast majority of your target audience.
The Commercials
You want your company and your company’s presence at the event to be one of the ones being talked about after the event. This means you need to have a plan to drive the attendees to your booth, and create an experience while they are there that will be memorable. We have a number of clients just looking to go through the motions. Keep in mind that there are forgotten commercials every year and just like them, you don’t want your company to feel like it was a waste of money when it may have been just a wasted opportunity.
The Halftime Show
Attending trade shows can be a grind. Create a spectacle that generates excitement and that the attendees will anticipate. There are numerous options; a speaker in the booth, an outside event or a new product demo for instance. An opportunity that breaks them out of the continual handshaking and information gathering. Something that engages, yet can be more relaxed.
The Location
Typically your trade shows and events are held in cities that offer plenty of activities outside of the the show itself. Exploit the local restaurants and entertainment. Yes, its a business tip for both exhibitors and attendees, but make it into a vacation where possible.
I am a huge football fan, who looks forward to every fall and winter weekend, so I will certainly be tuned in Sunday for the Super Bowl for the game itself. As someone in the event industry with a marketing passion, I will also look at the whole week from a non-sports perspective. Look with me to see what marketing trends emerge and what being done for the Super Bowl could translate into something you utilize for your campaign. Let me know what you come up with.
Author: Chase Howells
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