Touchdown! How MULO Brands Score During Football Season

Many retailers and restaurants already have their eyes on the December holidays and are filling the shelves with pumpkin spice everything and costumes. We understand that huge MULO (multi-location) chains have planned their inventory and marketing campaigns months in advance. Advertising, licensing deals, and other NFL football properties add a whopping $5B to the U.S. economy each year.

But remember that the “street fight” is now occurring on the small screen and that consumers are looking for products, services, and experiences that they can enjoy NOW. And that’s where optimizing local search and investing in regional campaigns can score extra points (and drive significant revenue) for consumers — especially football fans!

Of course, fans take to their phones and other devices to check schedules and scores and even place online bets on games.

But they are also stocking up on products to enhance the viewing experience.

Here are some winners:

• Some brands know that consumers are more likely to engage with the names and products they see during advertising, according to Adweek.
• During the Super Bowl, consumers eat about 1.4B chicken wings. However they consume snacks throughout the season, so MULO brands should constantly check their search terms and local advertising to make sure they are showcasing the products that consumers want to eat and drink. Keeping store hours up-to-date and accurate is also key.
• The C-store (convenience store) has long been a destination for last-minute snack and beer purchases, but the category is booming. Although gas prices impacted much of the category’s $814B sales volume last year, smart C-stores are becoming one-stop-shop destinations for a wide range of in-demand products.
• And consumers are not only putting food and beverages into their bellies. They are wearing their favorite team’s logos on their backs. The global sports apparel market is on the upswing, and even if people are wearing jerseys to sit and eat rather than engage in gameplay, opportunities abound.

MULO brands need to capitalize on game days throughout the football season and prepare for the big game, too, ensuring that locations are well-trained and well-optimized for February 11th.

If brick-and-mortar retailers and restaurants are committed to winning over online-only merchants, they need to play hard and have tight game plans. They can no longer leave their in-season sales up to a coin flip!