The 2021 Super Bowl SMS Playbook
2021 has been anything but uneventful. And it’s only January! Soon all eyes will turn to the United States once again for the most anticipated sports event of the year – the 2021 Super Bowl!
On February 7, millions of people will tune in to watch the glorious rivalry game between the Kansas City Chiefs and the Tampa Bay Buccaneers. But the Super Bowl is so much more than football, music, and hot wings…
Whether you're a true football fan, or you are more interested in the spectacle at halftime – the real winners of this day are... the brands. Those brands that manage to come up with a really creative idea or that are able to spend millions of dollars for 1 second TV spot. Those brands that will grab the attention of the audience and position their products as the go-to choice during Super Bowl week.
2021 Consumer Spending Trends
With the ongoing global pandemic, it is not a surprise that most people won’t be having a family or friends get-together – a tradition that goes as further back as the first-ever Super Bowl in 1967.
According to the NRF, in 2021, 186.6 million US adults plan to tune in for the big game, and 86% of them claim they plan to make purchases to mark the occasion. Even much lower compared to the previous year, the total consumer spending in the US is expected to hit $13.9 billion in total or $74.55 on average.
It should come as no surprise that Food and Beverages is the most popular product category around the Super Bowl, with an astonishing share of 77%. It is followed by Team Apparel/Sports Equipment (11%), TVs (9%), Decorations (7%), and Furniture (5%).
And as Prosper VP of Strategy, Phil Rist once said: “The big game is a day for big spending regardless of who plays or wins.”
SMS During 2021 Super Bowl: A Totally Different Ball Game
What if we told you that you could achieve great results and a significant boost in sales without spending big budgets on TV ads?
People will be at home, watching the game… and will be in the mood to shop. Why not send them a short and timely text message with an offer they can’t resist?
Check out some of the main reasons why using SMS as a preferred marketing channel around the Super Bowl can help you score BIG:
1. Reach people where they are – at home, in front of the TV, on their phones.
2. Make sure your message gets seen – SMS has an open rate of 98%, and over 90% of text messages get opened within the first 3 minutes.
3. Send targeted and personalized offers – as opposed to a generic TV ad.
4. Give people what they truly expect – catchy and creative ads.
5. Spend pennies on the dollar – as opposed to throwing your 5-year total ad budget on a 5-second TV spot.
With SMS marketing and its sky-high engagement rates, your business can reach the top of the scoreboard.
Super Bowl Timeline, Strategies & SMS Templates
Now that you know why SMS can be a true game-changer for your marketing campaign around the Super Bowl let us walk you through a sample action plan for the next 2 weeks.
Week 1: Help your customers get all prepped up
Some people prefer to plan ahead and be prepared for the big day. They would really appreciate it if their favorite brand reaches out to them to offer an excellent and, at the same time – relevant offer. So now is the right time for you to launch your game-themed text marketing campaign.
Announce a new product launch
Use the occasion to create excitement around your new product. Offer your customers a new TV set with a surrounding sound system to fully immerse in the action on the field or a nice new piece of furniture – to help them get the ultimate Game Day experience.
Offer Loyalty Perks
Use the weeks before Super Bowl to send your VIP customers exclusive offers or a sneak peek into your latest collection. This will raise your CLV, will give you an additional boost of sales, and at the same time – you’ll show them some special care and want to make sure they are all set for the big game. Because we all know how important the Super Bowl is.
You can also offer customers, who have shopped from your store in the last 90 days, a small incentive to make another order – it could be free shipping for a limited time only or a small discount with their next purchase.
Use SMS to get to know your customers better – find out who they root for. Send them a conversational message flow, asking which team they support for the finals. This will help you upsell relevant merchandise. Use filters based on your customers’ previous shopping behavior and other characteristics to make your offer even more personalized.
Week 2: Time to step up
Last few days before the big final – now is the time to bring your A-Game.
Now that you've taken care of all of your loyal customers and new subscribers, it's time to have everybody out to play. Since the Super Bowl is such a popular event, it's important to appeal to the rest of your SMS subscribers and maximize your sales.
Launch a flash sale, BOGO (Buy One Get One), or a time-sensitive discount – it could be anything from a $20 gift voucher or a 30% discount with their next purchase.
Use FOMO (Fear of Missing Out). Phrases such as “limited time only,” “while quantities last,” etc., will serve as an additional nudge for your customers to hit the purchase button and will surely keep the sales rolling.
Group products in bundles
You can make a special Big Game bundle for hardcore fans. Use this strategy to move some slow-selling items with one of your most purchased products. It is an excellent opportunity to clear the shelves at the beginning of the year and, as an additional bonus – a great way to boost the AOV of your store! We’re thinking snacks or gym equipment...
The Big Day: Last chance
Consider the Big Game day as the Cyber Monday to your Black Friday campaign!
Time for one final push!
Send everyone a reminder of your offer – let them know that your deals expire soon and it is their last chance to benefit from them. Make your message stand out with an appealing image or a GIF.
This Super Bowl will be like no other. Be considerate, empathetic, and reassuring. Try to provide a safe shopping and delivery experience. Use words such as “contactless,” “touchless,” etc.
Мake sure you keep your customers updated about the status of their orders. Let them know in advance if there is going to be a delay. If possible, offer a curbside pickup service.
Don’t avoid the elephant in the room. We can’t escape the current reality of a global pandemic, especially as the stadium will be almost empty. Some of the ads will be heartfelt, others will be funny. A significant part of them will rally for a cause or collect donations. Consider all these opportunities to reach out and make an impact.
According to Forbes, brands should focus on real-time experiences during the game. You don't need to go viral on Twitter to get your audience's attention. Use SMS to convey your message about the game. Steal the show with a catchy text everyone will see, and just at the right time!
Ready, Set, Touchdown
“Тhe real winners will be those creative brands that do low-budget, user-generated content campaigns showing real people. Customers need to feel connected to a brand now more than ever, so immersive experiences could be game-changers”.
Bernard May is the CEO of National Positions, a 5-time Inc. 500 company, award-winning marketing agency, and Google Premier Partner.
Implement some of our top text marketing strategies, and the winner of this year's Super Bowl might be… YOU.
Mariya Arabadzhieva Todorova