Look beyond brand awareness and use Super Bowl ads to build relationships

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2022, 4:41 AM GMT+0

Marketers must leverage the Big Game to establish lasting relationships with their audiences and ensure the ads resonate with viewers even when the event is over.

To leverage the element of brand recall, brands must make sure their Super Bowl adverts reinforce the brand’s regular TV advertising. Studies show that consumers who have heard about the brand before are more likely to make purchases from it after the Super Bowl.

Integrating ads in a holistic approach can help marketers maximise the effectiveness of their Super Bowl campaigns. Along with these campaigns, companies must continue executing brand-building initiatives that support the top funnel as well as nurture returning customers and prospects. They should further consider every touchpoint surrounding a Super Bowl ad as a brand-building opportunity.

By airing Super Bowl commercials both ahead and after the game, businesses can boost the brand recall value among audiences and enjoy the benefits of repeated brand exposure. Companies must then utilise the buzz created by Super Bowl ads to build meaningful connections with customers on social platforms. Placing relevant and compelling CTAs in every commercial can further help brands encourage sales, guide customers toward certain actions and eventually improve marketing ROIs.  

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