While most people tune into the big Superbowl game to watch two teams compete for the ultimate trophy in football, nerds like me tune in and watch all the marketing and branding moves being made. It’s amazing what we can learn about trends in marketing by watching a huge production like the Superbowl. So – in case you are like most Americans and you were watching with a focus on the game, I thought I would share the event marketing lessons I picked up along the way last night.
There has been a debate raging in the events industry over the past few years about whether or not technology is ruining live events. As more and more people are able to connect via social media and other forms of technology, perhaps there is less of a need for an in-person interaction. I have never believed this, but I feel that the commercials aired last night only prove the point that people are craving human interaction. Many of the commercials viewed during the big game touched a chord with people because they were showing love, compassion and generosity. I think we are all looking for a bit more of those 3 things in our lives so it’s exciting to see how that plays out for us. In the events industry, leveraging our power to connect people on an ongoing basis is something that should not be underestimated. And, as you approach your marketing plan for your next event, consider how you can appeal to this longing in your audience.
There wasn’t an item in the entire game last night that wasn’t branded. From the coaches headphones to the cups the attendees were drinking from, sponsors took advantage of every piece of visual real estate. I’ve been preaching that sponsors want less logo placement and more personal connection with your audience, but I was reminded last night that the visual connection is still very important for sponsors. Should you only be plastering your event with brand logos? No. But, could the visual tie be important none the less? Absolutely.
I was surprised to see many commercials that were produced with the simplest messages. No flashing lights or disco balls – just white text on a black screen that attracted the audience because the message itself resonated so well. I believe we are entering a time where the message is being heard better in silence than in noise – perhaps something we can all keep in mind in our marketing. Speak a simple message so you don’t get lost in the noise with everyone else.