A Truly Integrated Approach to Sports Marketing

Let’s talk strategy. There’s a great article by Matt Kain on iMedia connection about advertising during the Super Bowl and the lackluster approach that most companies take to connecting offline and online marketing campaigns.

As has been stated so many times, there is an increasing number of people going online to watch commercials, shows, shop and research. But what companies may too soon forget is that other forms of marketing, while perhaps in the late maturity stage, are not dead. It is still imperative that companies tie all marketing efforts together in order to form a cohesive central theme that reinforces the product or service no matter what medium is used.

Kain offers six tips to a successful integrated approach during the Super Bowl:

1. Explicitly direct viewers of TV spots to visit the Web site.
2. Make landing page instant replay of TV spot.
3. Use football related keywords.
4. Buy search words throughout entire program not just beginning.
5. Creative features can help like blogs, ringtones and games.
6. Spend the money to optimize online campaign.

According to the article, it costs $100,000 per second to advertise during the Super Bowl, so companies should make sure they are getting their money’s worth and reaching as much of the target audience as they can.