This year’s Super Bowl was a mega-event watched by over 120 million people.  That’s a lot of eyeballs!!  There was some great football with a come from behind win by the Chiefs, a much-anticipated half-time show with Usher and Taylor Swift got  more than a few moments of TV time.  But how about the commercials?

It took some big bucks to have a Super Bowl ad.  Many of them were very funny and memorable with some high visibility folks making the pitch, I guess Tom Brady and Beyonce needed something to do. If you step back and look at all the commercials there are a couple of valuable marketing lessons for a small business. Let me explain.

Lesson #1: Get in the game
If you want to win the Super Bowl you gotta have a game plan. If you want to increase sales, you need an effective advertising game plan to bring in new customers. First, you need a budget, maybe not $7million for a Super Bowl ad but something that fits into your budget. Secondly, no matter what you spend, you need to make the most with what you have.

Lesson #2:  Understand Your Audience
Super Bowl marketers are experts at understanding and catering to their audience. They are aware of their demographics, preferences, and even their emotions. Have you done some customer research? It’s not expensive.  You can run some surveys and since you are a small business it should be easy to get customer feedback.  Tailor your message to match the hot buttons of your target customers.

Lesson # 3: Tell a Story
A lot of the notable Super Bowl commercials presented an engaging and sometimes heartwarming story in a minimal amount of time. Whether it’s a touching narrative or a humorous plot, they captivate the audience, fostering a connection between the viewer and the brand. Small businesses can utilize this approach, crafting compelling stories about your product or service. By forming narratives that resonate well with their target audience, small businesses can build meaningful engagements.

Lesson #4: Creativity Matters
Super Bowl commercials are renowned for their creativity, often stepping out of the conventional to create memorable, attention-grabbing, and thought-provoking ads. This teaches small businesses the significance of out-of-the-box thinking when it comes to marketing campaigns. By innovating creatively, even businesses with limited funds can make a substantial impact.

Lesson #5: It’s not one and done.
After you spend time and money to produce a creative story telling ad with a compelling message, make sure to use it over and over. Super Bowl advertisers don’t limit themselves to television but ensure a significant presence on various social media platforms for an extended reach. Small businesses can learn by integrating online platforms into their marketing strategies. Websites, social media engagement, email marketing, and SEO strategies can enhance visibility and customer interactions.

While Super Bowl commercials are a remarkable example of grand-scale marketing, the core principles underlying their successful marketing strategies can be adapted by small businesses. You must spend a little to be in that game and be creative with storytelling ads that can also have a significant digital presence. This will increase customer awareness and bring more customers to your door.