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Forget the balloons and golden boots, the World Cup is a golden opportunity for your business to make money this summer…
Introduction
The World Cup isn’t just about football anymore; it’s now become the world’s largest platform for promoting a product or service. This is why global brands like Adidas, Budweiser, Coca-Cola, Nike, McDonald’s, and Electronic Arts pay top dollar to be partners, sponsors, or official supporters of FIFA.
But even small businesses can benefit from the media frenzy and national feel-good atmosphere generated by a successful World Cup. Just keep these three golden rules in mind:
- Pay close attention to the wording and imagery in your marketing campaigns—avoid infringing on FIFA’s trademarks or copyrights, its affiliated marketing companies, or the players themselves.
- Promote all your World Cup marketing initiatives across as many platforms as possible, including flyers, posters, stickers, social media like Twitter and Facebook, blogs, emails, phone calls, and face-to-face conversations.
- The World Cup might be truly popular only in the UK, while football’s World Cup isn’t particularly popular there if England, Scotland, Wales, or Northern Ireland aren’t in contention. Once they’re out, have a non-football-related Plan B ready to go—literally overnight.
How can your business make money during the World Cup?
- “Buy one, get one free” (BOGOF) deals, limited-time discounts, free deliveries, and other special offers can run throughout the entire duration of the World Cup or be tailored to specific matches. This summer, the FIFA World Cup 2014 in Brazil spans from June 12th to July 13th. For instance, you might slash 10% off all red and white items throughout the month if your store is based in England. Alternatively, offer a 25% discount for a few hours following an English team’s victory.
- Businesses in Northern Ireland, Scotland, and Wales can capitalize on their country’s less favorable sentiments towards English football players and supporters by organizing themed parties or events around the teams playing against England during the World Cup. Those teams are Italy (Saturday, June 14th), Uruguay (Thursday, June 19th), and Costa Rica (Tuesday, June 24th)—in case you were wondering.
- Besides screening all matches on a big screen, pubs can entice customers by offering a free hot-dog during halftime for England’s matches. Add some strong mustard or spicy sauce, and you’ll see thirsty patrons quickly lining up at the bar.
- Face or body painting is a particularly appealing service if your business is located in a diverse city like London or Manchester. Football fans from around the world will be eager to display their national flags and team colors on match day. Children also aren’t left out, and one should never underestimate the impact that can be made by tapping into their mischief-making abilities. Like many of the ideas and tips presented here, face painting can also be used as a giveaway to encourage people to step into your establishment.
- As listed below, restaurants and takeaways can create new dishes based on each team’s national flag. These dishes can be sampled or used to attract new customers by creating an eye-catching and appetizing display or by publishing a blog post on their website.
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Bakeries, pastry shops, and cupcake specialists can also craft delicious treats in red and white hues. Similarly, florists located in England can exhibit creativity by using red roses and white chrysanthemums.
- T-shirt designers, gift shops, and many other businesses can swiftly capitalize on any event, craze, or quirky expression that emerges during a World Cup. Remember those loud plastic Vuvuzela horns during the 2010 South African World Cup? No one predicted the impact these Vuvuzelas would have on the entire tournament before the first match was played in Johannesburg.
- The advantage of this World Cup is that your business can also benefit from the Latin culture, music, and cuisine of Brazil. Furthermore, ideas and promotional material that aren’t utilized now can still be stored for future use during the Rio 2016 Summer Olympics.
Make money from the worldcup
Greengrocers can showcase common Brazilian fruits such as mangoes, papayas, guavas, passion fruits, and pineapples in displays themed around the World Cup. They can also offer daily specials featuring the favorite fruits and vegetables of each nation playing a match that afternoon or evening. Why not prepare recipes for alcoholic and non-alcoholic cocktails using the aforementioned fruits as ingredients, give these cocktails football or Brazil-inspired names, and print them on leaflets to distribute to customers and passersby?
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Likewise, cafes can sell “homemade” ice cream and popsicles using these popular Brazilian fruits.
More ways to make money from the worldcup
- Street performers like acrobats, magicians, dancers, musicians, and clowns can incorporate a football or Brazilian theme into their performances during the World Cup.
- If a hairstylist or tattoo artist convinces a friend or relative to get a World Cup haircut or tattoo at their establishment, it can serve as a publicity stunt to garner free editorial coverage in local newspapers, on radio, television, and blogs. And who knows, perhaps some passionate football fans might be willing to pay for such a fashion statement!
- We hope that some of the ideas presented here will inspire you to consider what your small business or SME could do to take advantage of the many promotional opportunities offered by the World Cup. It could be as simple as showing your support for the England team by revamping your website or social media pages in red and white – with a “Go England” message and a link to your products or services specifically tailored to the World Cup.
