The World Cup comes once every four years. The pitch is a battleground for footballers, but off the field, it's definitely an arena for brand marketing and event planning. It's a major occasion that brands cannot afford to miss. They are gearing up, eager to stand out on the world's biggest marketing stage.
To attract customers, you need to understand what the World Cup means to consumers. In the lead-up to the tournament, people might be focused on preparing leave requests, scheduling matches, and stocking up on consumables like beer and cigarettes. This reflects a sense of anticipation and a desire to participate. To tap into this, businesses can shift from traditional marketing approaches and consider the following two angles:
(1) Connect Your Events to the Matches
By planning activities that link the games to your products, you can spark fans' interest and transfer their excitement for the matches onto your events and offerings.
Suggested ideas: In addition to prize draws for merchandise or tickets, you can use match results as a "bet"—let customers guess the outcome to win prizes. Also, having winners sign a bulletin board or post their photos publicly can enhance the sense of occasion and boost participation.
(2) Create the Perfect Viewing Atmosphere
If you run a restaurant, bar, or similar venue, you need to craft an environment that enhances the viewing experience, from the decor to your opening hours. This year's Russia World Cup matches are scheduled relatively early, so you may not need to stay open until the early hours. However, this also means that places that typically serve late-night snacks or BBQ will join the competition. Compared to simple outdoor BBQ spots, creating a compelling atmosphere becomes crucial.
Suggested ideas: Convert your banquet hall into a dedicated viewing area. Decorate with flags of participating teams and player posters. Have staff wear team jerseys, or even turn your parking lot into a mini football pitch.
Attracting customers is largely about marketing, including events and ambiance. But to get customers to spend willingly, your products and services are key. For example, offering late-night delivery at the same price as daytime can create a perception of value. Here are two more strategies to consider:
(1) Launch Products and Services with World Cup Flair
The World Cup naturally provides a hook for revamping your menu or packages. Its inherent appeal can help mitigate the risk of trying new offerings. But the key is not to lose sight of your brand's core identity.
Suggested ideas: Introduce exotic World Cup-themed dishes, or create special sets by combining existing items with clever copy. As long as they're suitable for enjoying during matches, they give fans more choices and experiences.
(2) Use Promotions to Boost Sales—It Works for the World Cup Too
As a global phenomenon, the World Cup has become more than just a sporting event; it holds significant sway in social, economic, and dining spheres. Whether you're riding the wave or drawing in competitors' customers, it's a worthwhile investment. While it may be costly, the exposure you gain can be well worth it.
Suggested ideas: Many restaurants use discounts like "spend X, get Y off" or "buy one, get one free." You could even offer free drinks to drive foot traffic and encourage spending.
As a global focus, this year's World Cup is expected to attract an even larger audience than previous editions. After all, the tournament has plenty of highlights. So, as a marketer, have you grasped the new ideas for 2018 World Cup marketing?