Past Super Bowl feats serve as terrific examples to inspire equally superb business performances to achieve profits.
Indeed, enthusiasm, execution and hard work deliver results. The moral? Anything is possible if you dream big, stay positive and work hard.
Good Marketing Captures Emotions
In a nationwide TNS Express Online Survey asked fans to pick their favorite Super Bowl moments.
Joe Namath, Super Bowl III
Three of the most-mentioned favorites:
- Joe Namath’s 1969 prediction that his New York Jets would beat the then-Baltimore Colts, which was a lesson in confidence and marketing puffery. You might recall he went on to sell tons of products –from hosiery to skin cream.
- Hank Stram’s colorful quote the following year, “Pump it in there, baby,” was a lesson in coaching. He related to his players well as an example mentoring.
- The invincible “Steel Curtain” of the Pittsburg Steelers, which taught us lessons for protecting brand equity. Even non-Steeler fans could appreciate the team’s defensive stars, including “Mean” Joe Greene, L.C. Greenwood and Jack Ham.
Metaphors for marketing execution
The aerial artistry of Terry Bradshaw’s pass completions to Lynn Swann and John Stallworth were awe-inspiring.
The receivers were like graceful ballet dancers as they leaped to catch the ball. They were also tough and never fumbled — outstanding examples of focus and skill.
My all-time favorite Super Bowl moments were in 1980 when the Steelers defeated the Los Angeles Rams in a highly entertaining game, 30-19.
Why? One player stood out even in a losing cause. One of the gutsiest performances ever.
The most inspiring player in that game was All-Pro Ram defensive end Jack Youngblood — he played every down of the NFL Title Game and Super Bowl on a broken leg.
Jack Youngblood, Super Bowl XIV
Jack Youngblood is synonymous with stud. There was no self-doubt in his eyes. He remains as the consummate role model for grit and perseverance.
Marketing strategy
Many advertisers fail to capitalize on their Super Bowl commercials by not taking enough precautionary steps in online marketing. That means focus on ad text, keyword selection, and landing page content.
Four basic reminders:
- Make sure to include your Web site address in your advertising.
- On search engines, bid on your company’s name, products, services, and your spokespersons.
- Ensure a common thread in all your advertising and repeat your value propositions and key phrases. Repetition of your key phrases will make easier for consumers to find you on the net.
- Prevent buyers’ remorse by making visitors feel rewarded. Offer to let them register to win a product and promote interaction with you.
For high-end products or services, you’ll reach the best prospective customers with good credit or high net-worth by advertising on local news outlets.
Cost-effective keys to online success include media outlets with strong journalistic standards. You’ll also be amazed how economical their sites are, too, if you insert banner and rich media ads.
Don’t forget to generate opportunities by submitting strategic press releases to their news departments. It’s also best to publish online press releases with relevant links to your site.
Branding in commercials
Super Bowl branding remains an important factor in fast food sales. Fast-food companies are prone to discount prices and focus on value meals.
However, as many consumers count their eating out at fast food restaurants as a dining-out treat, the companies with the strongest branding and customer service will win.
Value meals are a drag on earnings if sales volume is inadequate because customer service is not perceived as good.
Obviously, that’s a concern in the fast food business, especially when a company does not have a visionary salesperson.
Beloved Wendy’s founder Dave Thomas who was a leader in promoting child adoptions knew about quality, customer service and what his customers wanted. In fact, immediately after his passing Wendy’s sales volume skyrocketed as customers flocked to Wendy’s to pay tribute to him.
Whether the economy is strong or weak – 18 percent of prospective customers will only buy the cheapest product or service – they’re not likely to return unless you have the cheapest prices. So, succeed with repeat business by targeting the 82 percent of prospects who are concerned about price but are influenced by other factors.
A key ingredient is respect for the customer and showing an attitude of gratitude. The stores that have employees who excel in customer service and say thank you to customers are a catalyst for customer loyalty.
For value-conscious customers, price is important but their purchases are decided on emotion.
In order of importance, their five motivating perceptions to buy are:
- What they think about your spokesperson and employees
- Your company image
- Product or service utility (is this good food?)
- Convenience
- Price
From the Coach’s Corner, editor’s picks for related reading:
Build a Strong Sales Foundation by Being Defense-Minded — Sports is a great lesson for sales growth — build a strong foundation by being defensive-minded. Protect your turf first. Here are five tips for sales domination in your hometown.
Football Lessons For Business Networking, Partnering — Nine key steps for companies to become stronger by teaming with others. By combining resources, companies succeed in meeting the needs of customers.
NFL Lessons: Get a Great Business Coach for Best Results — Even though it’s a game, professional football is still a business and it provides lessons for all industries. Successful athletes and teams have one thing in common – they have great coaches to beat the competition.
20 High-Performance Lessons (from a Sports Legend) — Humor me, as I recall a great sports metaphor for business — the storied career of a legendary baseball player who used fear as a great motivator.
“Winning isn’t getting ahead of others. It’s getting ahead of yourself.”
-Roger Staubach
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