New Ideas for 2018 World Cup Event Planning

The World Cup comes once every four years. The pitch is a battleground for footballers, but off the field, it's an arena for brand marketing campaigns. Its significance for brands is self-evident. It's an unmissable festival, and brands are gearing up to stand out on this global 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 thinking about prepared leave requests, match schedules, and related consumables like beer and cigarettes. This reflects an inner anticipation and a desire to participate. To tap into this, businesses can shift from traditional marketing approaches and consider the following two angles:

(1) Link Your Events to the Matches

Create events that connect the matches to your products, sparking fans' interest and transferring their excitement for the games to your activities and offerings.

Suggested approach: In addition to prize draws for merchandise or tickets, use match results as a 'bet' where customers guess winners to win prizes. Also, having winners sign a board or post photos publicly can enhance the sense of occasion and boost participation.

(2) Create an Excellent Viewing Atmosphere

If you run a restaurant or bar where people watch matches, you need to craft an atmosphere that caters to fans, from the environment to opening hours. This year's Russia World Cup matches are scheduled earlier, so you don't need to stay open until the early hours. However, this means restaurants that typically serve late-night snacks or BBQ will also join the competition. Compared to venues with simple outdoor setups, creating the right ambiance is crucial.

Suggested approach: Convert your banquet hall into a main viewing area, decorate with team flags and player posters, have staff wear jerseys, or even transform your parking lot into a mini football pitch.

Attracting customers is largely a marketing effort, involving activities and environment. To encourage spending, product and service quality are key. For example, offering late-night delivery at the same price as daytime can create a perception of value. Here are two more ideas:

(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 mitigate the risk of trying new offerings. But it's crucial not to lose sight of your brand's core identity.

Suggested approach: Introduce exotic World Cup-themed dishes, or create special sets by pairing existing items with creative descriptions. As long as they're suitable for enjoying during matches, they give fans more choices and experiences.

(2) Use Promotions to Boost Sales, Even During the World Cup

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 attracting competitors' customers, it might be 'burning money,' but compared to the visibility gained, it's likely worth it.

Suggested approach: Many restaurants use discounts like 'spend X get Y off' or 'buy X get Y free.' You could even offer free drinks to drive foot traffic and consumption.

The World Cup is a global focus, and this year's audience is expected to surpass previous editions. After all, this tournament has plenty of highlights. So, as a marketer, have you grasped these 2018 World Cup marketing ideas?