Get Bzz’d! How Top Super Bowl Advertisers Build Brand Buzz – and How You Can Do the Same
By Brian Cavoli, Director of Marketing, BzzAgent, Inc
Editor’s note: This guest post comes to us via DiGennaro Communications, as the two firms are working together on client campaigns tied to the Super Bowl, as mentioned in this interview.
So how, exactly, do Super Bowl advertisers drive buzz for their brands? What are the steps and general strategies? Here’s a cheat sheet of how it goes down. Note that each of these steps and practical tactics apply to online brand building in general—whether or not you’re lucky enough to have a client tied to the Big Game:
1. Encourage Product-Related Discussion
It may be easy to get people to visit your page to comment about an ad, but that type of conversation isn’t meaningful, it doesn’t last long, and it does nothing to convince others to buy your product. Encourage customers to talk about your product online so when your ad hits, people will find discussions from peers that will get them interested about trying your product.
2. Focus on Your Most Vocal Advocates
There is a big difference between Facebook followers and your true brand advocates. Advocates are influential and they want to share meaningful experiences with your brand. Give them samples of new products, access to unpublished content and special offers so they’ll generate the quality word of mouth that turns buzzing into buying.
3. Start Your Pre-Game Warm-up Early
Discussions about ads fade quickly after the game. Within three days, the only ads still being discussed are usually the ones a company had to apologize for. Your window for creating valuable buzz is short—so use every social media channel available to get people talking about your product before the game.
4. Leverage the Social Media Celebration
Even if you are not advertising in the Super Bowl, you can still benefit from the social media gold rush it’s going to cause. There will be a lot of people logging on to Twitter and Facebook during this time. If their friends are already talking about your company and sharing their experiences here, you’ll be part of the conversation. Your brand may get more exposure in social media than it ever could in a single day.
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By Brian Cavoli, Director of Marketing, BzzAgent, Inc (a dunnhumby company). Like what you just read? Lets talk about it at @bzzagent
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