It’s Foodie Friday and it’s the eve of the annual national holiday called the Super Bowl. It’s America’s only true national holiday in my book. Oh sure – most Americans celebrate Memorial Day, July 4th, Labor Day and Veteran’s Day and even Thanksgiving, but none of those have the vast majority of the country focused on exactly the same thing at the same time. Only the Super Bowl does that.
Along with the game goes the food. Or, rather, THE FOOD, since inevitably there is a lot of it. Even those years in which I’ve watched the game by myself rather than at a party or a bar, I’ve managed to have copious amounts of generally not very healthy food by my side. Try to find a food site without a Super Bowl menu on it. Try to find a bar or a non-fine dining place that isn’t throwing a party.
Here was my take 8 years ago. Nothing has changed off the field (we won’t go into how the on-field experience has changed):
The Super Bowl is unlike any other sporting event from just about any perspective. It’s watched by more people and is even covered by media people who wouldn’t know an H-back from Preparation H. Hundreds of marketers, both authorized and unauthorized, try to tie in with “The Big Game” (for you ambushers) whether they’re selling food, TV’s, or anything else along the durable to non-durable scale.
So what do you do as a marketer? Do you try and fight city hall and run your own campaign not related to The Big Game? Do you pay the NFL’s or the broadcaster’s price tag (if your category is available) and use the marks or even just buy TV time in or around the game? Do you just stay quiet and begin your Valentine’s Day promotion after the game?
Tough question. If you’re in the food business, Super Bowl Sunday is one of the most popular takeout days of the year (1 in 7 Americans order takeout food for the game!). A third of Americans consume some sort of dip. Are you staffed properly if you’re a restaurant? Have you ordered extra dip and sour cream if you’re a market? If you’re not a food business, you need to account for this holiday – especially this holiday – in your marketing and content plans. Unlike any other sports championship, people watch The Super Bowl even when they don’t have a favorite team playing. They actually watch the ads. They generally participate in word of mouth and social media conversations. It is America’s holiday and if you market behind the others, maybe you need, as it says on many pizza boxes, to try the best since you’ve tried the rest. Make sense?
Super Bowl Sunday is not only a celebration of the NFL championship. It’s also a day celebrating commercialism is in its glory. While some forms of it are heinous (think of the price-gouging going on in and around the stadium), I think most of us enjoy checking out the commercials each year. Some are funny, some are just dumb, but all of them are selling us something.
Photo by Andrae Ricketts
The commercials got me thinking about another form of selling that made news this weekend. You’ve probably heard about the memo released by a member of Congress concerning the investigation into how Russia interfered in our election. Putting aside the politics (we don’t do them here), it provides a very instructive thought about marketing.
Much like the release of a new movie or any other product, the memo was preceded by a campaign to raise awareness of it. There was a hashtag used to build that awareness along with demand and various friendly outlets promoted the fact that the memo was something all Americans should see. That’s where things go off the rails a bit since the reason given why we should all see this document was that it contained new, critical information. The promise was that once we all saw this information, our perception of how the investigation was being run or even its entire existence would be called into question. That, dear readers, is the lesson.
The memo was released and while to some it was a big deal, the general response to it was that it’s a big dud that contained nothing new and was somewhat misleading. In fact, some of the folks who were hyping its release are now backing away. What it shows us is the problem with overselling.
Overselling in its simplest form is selling more than you have to offer. If you’re an airline or hotel, you sell more seats or rooms than you have because there are usually cancellations or no-shows. It another form, overselling is going well beyond the substance of what you have, teeing up the consumer for disappointment when they find you’ve underdelivered. It’s an extremely dangerous thing to do.
Isn’t hyperbole part of selling? I don’t think so. In fact, I think great selling is about helping a prospect gain clarity about their situation while hyperbole is about obstructing reality to a certain extent. Overpromising and underdelivering, whether in releasing a report or running an ad in the Super Bowl, is a formula for failure in my book. Yours?
Filed under Consulting, Huh?
It’s the Foodie Friday before the Super Bowl. It’s hard for me to imagine The Big Game without food. If I’m invited to a party there is usually an assortment of chips, dips, and snacks to get us through until halftime, when some sort of “main” is brought out. It could be a six-foot deli sandwich or a pot of chili – no self-respecting fan wants to be hovering over a grill or a stove during the Ultimate Game (which, as Hollywood Henderson once pondered, if it’s really the ultimate game, why will they play it again next year?). Many years I stay home and watch the game with someone else who is there TO WATCH THE DAMN GAME and not make idle conversation.
(Photo credit: Wikipedia)
Of course, I do need sustenance for my fandom. It’s not football without weenies (pigs in a blanket, hot dogs in puff pastry, whatever you call them) or jalapeño poppers (they look like little footballs!). This year I’ll throw a pork shoulder in either the pressure cooker or the slow cooker for some pulled pork at the half. That will be done long before kickoff.
I rarely go to a sports bar to watch the game. The big advantage is that the food is made for me and there are more choices than I’d have at home or at most parties. The noise level, however, is a big minus, not to mention the cost. Still, this is a choice for a lot of fans as well.
But there is one other segment of people that are instructive for us today. Even the most widely-watched Super Bowls aren’t watched by everyone. There are just some people who aren’t sports fans (the horror!). And they are an opportunity. I’m willing to bet it’s a great Sunday evening to get into almost any restaurant you’d like, and therein lies our business thought.
There are almost always opportunities available if you dig deeply enough. The availability of highly-targeted, one to one media has made it possible to identify the niche audiences that can be aggregated into a great business. That restaurant that might otherwise be empty on Super Bowl Sunday? How about calling or emailing your wait-list or the people who left phone numbers in the event of a cancellation? Maybe seat some folks earlier than usual, promising to have them out by the end of the first half so they can hit a bar or a party or home to watch the second half (the first half of these games tend to be dull anyway).
You take my point. This is the biggest event of every year and yet not everyone cares. Find them – there’s a good business opportunity there. Even the big guys in your category have people who aren’t fans. How are you going to seek them out? The rest of you – enjoy the game!