How to Win the Big Game (Even if Your Team Loses)
Eagles v. Patriots. The “Big Game.” Sure, Super Bowl Sunday is about football — but there’s no denying the “commercial” aspect of the game. While a significant portion of those watching the game are there to watch the sport itself, the excitement around the game draws many non-football watchers to their TVs for the commercials. There are few other events that draw such a willing group of consumers to their TVs — and the ads brands create.
Automotive brands have long taken advantage of the wide audience and opted for emotional, interesting and conversation-starting ads to highlight their brands. But the OEMs aren’t the only ones who benefit from the already engaged audience. There’s a lot that dealerships can do leading up to the “big game” to ensure that they win big —even if their team loses.
Get Everyone Together
The Super Bowl is a great opportunity for OEMs and dealerships to come together. Make sure that your dealership is tying into (and taking advantage of) the advertising campaigns that OEMs are premiering or using during and leading up to the game. KBB found that shoppers exposed to consistent creative across Tier 1 to Tier 3 are 49 percent more likely to research that brand. What’s more, shoppers that receive a Tier 1-Tier 3 aligned creative experience are 77 percent more likely to contact a dealership.1
Consumers are more mobile than ever. You might be asking what that has to do with a game watched (mostly) on TV, but smartphones play a continually larger role in the experience of the game each year. According to Google, 82 percent of TV ad-driven searches during the 2016 Super Bowl happened on smartphones. Even more to the point, in 2016, four of the top five ads driving lift in brand search were from automotive manufacturers. This has a few implications for dealers:
1) Take Advantage of Paid Search
When consumers see ads and want to know more, they turn to search. Optimize your search strategy before, during and after the Super Bowl to take advantage of Super Bowl searches related to the ads they might see from your brand.
2) Optimize Your Website for Mobile
When potential customers do find you on search, make sure your website is fit to convert them with responsive websites, relevant information and easy next steps (like starting the process of buying a car online).
Bump Your Budget
Last but not least, it’s time to talk money. Other advertisers will be fighting for a voice in the noise of the Super Bowl, so make sure your budget is larger than normal to accommodate for the competition. If you’re not sure how you should adjust your budget to prepare, talk to your advertising partner for their advice. The Super Bowl is a great chance to engage new customers – follow these steps and you’re on your way to a win of your own! 1 CDK Business Intelligence