E-commerce strategies to optimize your brand during the Super Bowl
The Super Bowl is a big deal, especially for brands selling consumer packaged goods (CPG). According to Forbes, a 30-second advertisement slot costs a record-high average of $7 million. The Super Bowl is a brand’s ideal place to be. Working in tandem with these numbers, is the growth of E-commerce platforms. With the world quickly adapting to “adding to cart” and purchasing their day-to-day products and services online, it is highly likely for your Super Bowl advertisement to convert into an E-commerce purchase. Additionally, Gen Z account for over 40% of the customers and brands must adapt to change their messaging and formats to suit. They can leverage digital integrations on social platforms as well as E-commerce platforms.
From this information, we can ascertain that only spending big bucks in having a spot at the Super Bowl isn’t enough. It is equally important for a brand to revisit their E-commerce strategy, and modify it on-the-go. This helps them keep up with the growing consumer base that primarily uses E-commerce platforms, while driving direct and immediate revenue-wise conversions.
According to Amazon Retail Analytics (ARA) trends from New Year's Day until the Super Bowl last year, the Amazon search frequency rank for “chips”, “snacks”, and “Super Bowl party supplies,” rose by 61%, 173% and 3555% respectively. Adding the right keywords to your product listings on E-commerce platforms is quintessential to your brand’s strategy. The titles and product descriptions can become more relevant and discoverable by search engines used by CPG brands by adding targeted and specific keywords. Additionally, it is a wonderful chance for these brands to provide a special discount based on consumer data to guarantee that their products are picked over rivals.
Data is extremely important when it comes to understanding the market to modify your E-commerce strategy as a brand. It is possible to create tailored, personalised experiences through data obtained from E-commerce websites, and it would play right into the hands of the Gen Z population. Brands can also use the data to analyse trends and the ever-evolving wants and needs of the modern consumer, to stay updated on the E-commerce front. Further, they can also use the technique of reverse engineering to boost revenue. They can look at pre-existing products or services that are similar to theirs – take it apart, see what’s working for them (and what isn’t), how they sell their products – and use this information to produce a product or service that would guarantee revenues to a certain extent.
Brands must also incorporate their online E-commerce platforms into their advertising. The call to action or CTA of the advertisement can be linked directly to their website, where a consumer is just one step away from an “add to cart” option. A brand would be far ahead of its rivals if it were to integrate click-to-cart technology into its content placement. In addition to that, 38% of the viewers use social media sites to find party themes, food ideas, recipes, and other information in advance of the big game. With a large number of consumers bring Gen Z, it would definitely make a brand stand out from the rest if they integrated a social campaign aiding the main one, such as a YouTube, TikTok, or a Pinterest campaign.
When there is so much happening across different platforms, it is important to note that there must be coherence across all the channels. The message that a brand wants to convey must stay the same throughout the different platforms a brand puts it out on. However, different formats work on different platforms; they have their own separate trends. There is a balance that a brand must strike between the difference of content and the similarity of messaging across platforms.
Overall, brands must note that the Super Bowl is not just about advertising. There is a lot of preparation leading up to it, and a lot of conversions that occur after it. Optimizing E-commerce platforms among other platforms will definitely be beneficial. It is highly likely for your high-spend campaign to convert into a purchase as your primary target group is shopping online. They are not only spectating the Super Bowl, but are also glued to their mobile devices while following live updates on Twitter & Instagram.