Company’s coming! A Minneapolis CEO’s reflections on the upcoming Super Bowl

Chris Behrens, President and CEO

Anyone who has worked with YA knows that we put a great deal of serious, dedicated effort into delivering on-target digital programs for our clients. But we also take time to have fun. Perhaps you’ve heard that we Minnesotans are getting ready to hold a little shindig for an estimated one million visitors and a hundred million television viewers. So even though we’re still working hard for our clients, we’re also allowing ourselves to get a little excited about the Super Bowl.

We asked, leaders answered
With everybody in town talking about the doings on February 4, we thought it might be fun to take the pulse of the business community and find out how much everyone is looking forward to – or possibly dreading – the big game. As an Executive Member of the Board of the Minneapolis Downtown Council, we’ve been listening and talking for months about plans and processes to make sure everyone has the time of their life in our fair city. But I got to wondering how my fellow business leaders felt about this shindig, so my team sent out a Super Bowl survey to 1,000 contacts in various industries and received just over 100 responses.

I know our results were far from scientific, but I have to admit they were fun to read. And I even got a few moments of fame talking to our local public radio station about what we discovered (here’s a link to the interview).

Short-term attention (and a few awesome parties)
Nearly half (40 percent) of those surveyed believe having the Super Bowl in the Twin Cities will bring their companies enhanced attention and publicity, and one quarter are planning to market their products and services to game attendees. But there is some skepticism. It turns out that less than a third (29 percent) of respondents said Super Bowl will help bring their company more business long term.

Are we having fun, though? You betcha! Half the people who responded told us their company will host Super Bowl parties for employees. The strongest message came from nearly two-thirds (64 percent) of respondents who say they will be happy when the Super Bowl is over. My take on that is simple – it’s the “company coming effect,” as I’ve named it. When you have company over, you’re happy to see them arrive, but then you’re just as happy when they head back home.

If you’d like to talk about how YA can help meet your marketing objectives with data-driven promotional marketing solutions, please contact me to begin the conversation. And if you’re planning to be in town for the big game, give me a call and stop by to see us. We’ll be happy to see you!

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