Every year, the U.S. Super Bowl sees marketers throwing long passes with budgets that might seem like a Hail Mary. With airtime costing up to $8 million for just 30 seconds, the stakes are as high as the audience numbers. But what if you could capture that Super Bowl spirit for your marketing efforts without breaking the bank? Let’s unpack how Aussie businesses can tackle event-based marketing during local events, making a game-changing play without the hefty price tag.
How to Pick the Right Event for Your Brand
Event-based marketing is not just about flashing your brand during an event; it’s about connecting with the crowd at peak times of excitement and engagement. While Australia may not host the Super Bowl, we’ve got our own roster of major events that draw crowds by the thousands. Think the NRL &A AFL Grand Finals, the Melbourne Cup, or the high-octane Formula 1 Grand Prix.
Aligning Events with Your Brand: To find the perfect event, consider your brand’s values and the interests of your target audience. For example:
- Sporting Brands: Might align beautifully with the NRL or AFL Grand Finals, where the excitement and competitive spirit resonate with their brand identity.
- Luxury or Fashion Retailers: Could find a natural fit with the Melbourne Cup, an event synonymous with fashion and prestige.
- Automotive or Tech Companies: Might leverage the Formula 1 Grand Prix, where innovation and high performance are key themes.
The key is to match your brand’s personality and customer interests with the event’s character. This alignment not only enhances your brand’s visibility but also deepens the connection with your audience, creating memorable interactions that go beyond the event itself.
The Power of Humour in Event-Based Marketing
Humour is a key ingredient in the most beloved Super Bowl commercials. It’s what makes these ads stick in our minds long after the game has ended. One standout example from the Super Bowl archives is the Hellmann’s commercial titled “When Sally Met Hellmann’s,” a clever play on the famous diner scene from When Harry Met Sally. Featuring Billy Crystal and Meg Ryan, the ad cleverly combines nostalgia with humour to create a highly memorable moment.
Why Humour Works for Small Businesses:
- Engagement: Just like blockbuster ads, small businesses can use humour to engage and entertain, making their brand more relatable and shareable on social media.
- Memorability: Humourous content stands out in a crowded advertising space, helping to keep your brand top of mind.
- Connection: Light-hearted content can forge an emotional connection, humanising your brand and making it more approachable.
How to Implement Humor:
- Playful Memes: Create and share memes that play on common industry stereotypes or customer pain points.
- Lighthearted Videos: Consider short, humorous clips that can be shared on social media to entertain and inform your audience.
- Witty Social Media Posts: Don’t be afraid to infuse your regular updates with a touch of wit—this can be especially effective during major events when the audience is already in a festive mood.
Creative, Budget-Friendly Event Marketing Ideas
Local Tie-Ins: Small but mighty—local businesses can make a significant impact by linking their marketing efforts to local events. Imagine sponsoring a small segment at a local sports club during the NRL Grand Final or offering Melbourne Cup-themed promotions. It’s about making your mark where it matters, without needing a blockbuster budget.
Do A Parody Of Your Competition: Inject some humour into your marketing by creating a light-hearted parody of your competition. This could be a skit, a video, or a live performance. The key is to keep it fun and respectful, ensuring it doesn’t alienate potential customers or come off as negative. This strategy can help differentiate your brand and make your event presence more memorable.
Digital Engagement Tactics: The digital world is your oyster, and social media is the pearl. Why not create a series of engaging posts leading up to the Grand Prix, or better yet, live-stream your business celebrating big moments? Engage your followers with predictions, polls, or a photo contest that encourages them to dress up in their race-day best.
Content Marketing: Get the content wheels turning by tying your blogs or videos to these big events. A local fashion boutique could launch a blog series titled “Fashion on the Field,” offering style advice for each big race day. Or a tech company could produce “Tech the Lead” articles showcasing how their products can enhance any Grand Prix viewing experience.
Partnerships and Collaborations: Two heads (or businesses) are better than one, especially when it comes to splitting the bill. Team up with complementary businesses to co-host events, share booths at festivals, or run joint promotions. For instance, a café and a bookstore could collaborate on a literary evening during the Newcastle Writers’ Festival.
Host Your Own Event or Networking Gathering: Create an event tailored to your brand and invite your target audience. This could be a mini-conference, a workshop, or a casual meet-up coinciding with a larger event. For instance, if there’s a popular trade show in your city, host a networking breakfast for attendees to discuss industry trends. This positions your business as a connector and thought leader within the community.
Influencer Collaborations: Partner with local influencers to create buzz around your event participation. Have them take over your social media during the event or create dedicated content that aligns with both the influencer’s brand and the event’s theme.
Create A Limited Edition Event-Themed Offering / Deal: Tailor a product or service to resonate with the excitement of a major event like the Super Bowl, even if it’s geographically and culturally distant. For example, offer a “Grand Final Special” product bundle or a discount that plays off the sports theme. This can create urgency and exclusivity, prompting customers to engage with your brand during the event period.
Small budgets don’t mean you have to keep your marketing on the bench. With a little creativity and a lot of spirit, you can have your audience cheering for more.
Ready to get the ball rolling? Method Marketing is here to coach you through your next big campaign.
