Super Bowl 2011: Maximizing Yardage During the Pre-Game Drive Period

While economic woes linger on for many Americans, football season is a perfectly affordable antidote, offering great in-home entertainment with friends and family, the opportunity to try satisfying recipes, and (maybe) an excuse to splurge on some cool new digital hardware.

Hovering like a beacon at the culmination of the season is the Super Bowl, the single biggest party event of the year. Over 43 million Americans participate in Super Bowl parties each year, with host families spending $70 on average -- second only to Thanksgiving.

As the pre-game drive period approaches, here are some important merchandising and promotional ideas for the retail playbook.

2011 Super Bowl Playbook

1. The game day crowd is converging on the couch...and Mom makes the calls!
According to Nielsen, nine out of 10 U.S. households will be watching Super Bowl XLIV at home, or at a friend's or relative's house -- instead of at a restaurant or bar. In making it all happen, Mom makes 69 percent of all Super Bowl-related purchase decisions and, according to research, loves the highly social, shared-viewing experience of the NFL.

2. Partnering with brands gets game time favorites onto shopping lists and into baskets to help maximize the retailer's sell-in period.
Brands such as Campbell are putting substantial resources behind game time favorites. The company spotlights Chunky Soups, Pace Salsa and Pepperidge Farm Goldfish Snacks as its game time "power brands." There will be full Path to Purchase shopper marketing coverage for all three brand portfolios.

3. Think tailgating in the kitchen.
Event-related cooking culture is on fire in America. Tailgaters will be bringing it indoors and looking for smoking hot recipe recommendations -- anything with "chili", "picante", "buffalo", "nacho" or "salsa" in the name will do. Retailers should broadcast recipes in e-newsletters and rotos. A single irresistible appetizer idea can influence an entire shopping trip decision.

4. Kick-off the excitement in-store.
Look to major brands from Campbell for great game time-themed display materials that will not only build incremental sales excitement for those particular products but remind shoppers to stock up on all the game day items they'll need. During the critical weeks in January, retailers that have the space should consider constructing a game time alcove of modular displays to interrupt usual shopping patterns.

(Source: Retail Wire, 12/09/10)