Let's get that Super feeling
Ray Allegrezza, Editor in Chief -- Furniture Today, February 6, 2005
Millions of American consumers spent hours in front of their TVs Sunday watching the Super Bowl. For many of us, myself included, the best part is the commercials aired during the game.
I have my favorites, and I'm not alone, according to a recent study for the Retail Advertising and Marketing Assn. It found that 34.5 million consumers ranked the commercials as the most important part of the Super Bowl. Almost 145 million people planned to watch the game, and most of those polled said they intended to stay glued to the TV during timeouts, halftime and game breaks.
However, as the study drilled down, it hit upon something very close to home. When it asked people to list the things they planned to buy in preparation for the game, a number of obvious purchases — food and drinks, TV sets and team apparel and/or team accessories — were mentioned.
But what about the category near and dear to us — furniture? Less than 1% of those polled said they were going to buy furniture for Super Bowl Sunday, so you could say we didn't get on many scoreboards. But only 1.6% said they would buy a TV for the game, so you could argue we have some opportunity here.
Let's face it, advertising on the Super Bowl broadcast itself is a tad expensive. Back in 1967, you could secure a 30-second spot for a mere $40,000. For last year's game, that had jumped to $2.25 million.
While our companies don't have the ad budgets of a Honda or Anheuser-Busch, we should take into account the findings of the study and plan some less expensive, but engaging, Super Bowl promotions for next year.
I'm sure there are a host of relatively cost-effective in-store promotions that could be put into play. Hey, who knows? If you execute well, and your competitor doesn't, you may find yourself wide open in the end zone.
If you recently ran a Super Bowl promotion, drop me a line and tell me about it. As usual, I want to hear from you.
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Let’s get that Super feeling
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