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Make football season score for your brand

Sydney Schalit/ For Steamboat Pilot & Today
Steamboat Pilot & Today
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— This football season may or may not be a memorable one for the Denver Broncos, but it can and should be for your business. Associate the touchdown headlines with your brand by creating a football season marketing campaign.

Knowing that your customers are tuned in more than normal, capitalize on that attention and momentum with football-themed advertising, contests and specials to keep your brand at the forefront of prospective customers’ minds throughout the season. Following are some great local opportunities to bring the focus from the field to your front door.

Local commercial spots



Commercial spots have long been an effective method of reaching your target audiences. One digital video can be repurposed and reused online, in emails and beyond. While you likely won’t find yourself with a Super Bowl slot, you can take advantage of local slots during regular season games, especially if you offer football specials and other incentives. Maintain your local look and feel in your commercials and airtime to encourage customer loyalty and improve brand awareness.

Check with the local station, such as Steamboat TV, which offers local lifestyle entertainment, Colorado news and more. And, when you find yourself on local TV, be sure to request a link and share it on your social media, with your employees and on your website; digital video is great for publicity, even beyond its lifespan.



Social media campaigns

If you’re looking for something a little more approachable with a slightly smaller investment, social media is a great way of engaging with interested customers directly and rewarding them for their interests: your brand, in particular. With a strategic social media football season plan, you can host giveaways, run contests and start a conversation that will organically spread across the web. To select winners, you can hold trivia or opinion contests or ask your follower to share or re-tweet a football-themed status to enter.

One thing to remember: give away something of value, yes, but be sure it is branded. If you have tickets to pro games, then by all means, send some happy local to Denver. But, more likely, you will give away gift cards and/or discounts for your company’s services or products, and that’s great, too.

During this time of year, your customers are more likely to be discussing football on their own profiles, so they’ll be more willing to share these posts on their walls or Twitter feeds. Take advantage of football season now and enjoy consistent business throughout.

Storefront style

If you don’t want to be a hub for a specific team, encourage your staff to swap their normal uniform for their favorite team shirt. Letting your staff show their true colors can spark conversations with patrons and increase revenue; it makes for great online content, too.

Timing is everything

It’s not too late to plan a football-themed promotion, not by a long shot, but if you want to get the most out of your ad campaign, social media strategy or storefront makeover, you have to be as consistent as the pro game scheduling. If you run a local TV ad or are interviewed for the local lifestyle series, be sure to re-post that segment to your social media channels and website consistently. If you are running a giveaway contest online, theme it by offering it four times, calling each consecutive round a quarter and offering four great prizes instead of one giant one.

Regardless of your industry, you can tap into your customers’ love of sports with football-themed campaigns this fall. Your target audience is tuned into media at very high rates this time of year, so now is the best time to take advantage of their attention.

With local commercials and themed, in-store fun, as well as social media campaigns and giveaways, you can raise awareness for your brand and draw new customers to your business. Make this football season a memorable one for your business by associating the touchdown headlines with your brand using a football season marketing campaign.

Sydney Schalit is the content manager at Steamboat Digital, a local digital advertising agency specializing in web design, video production, social media marketing strategy and beyond.


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