The recent market analysis indicates the leading brands like Nike and Adidas are also planning their marketing campaigns much before hand to focus the June World Cup tournament. It is throwing light on their expectation of hitting a grand sales target all over Europe driven by World Cup fever.
Coca-Cola and Pepsi are also no way lagging behind. Both of them have launched their global campaigns to reestablish their ties to football in due course of time. One world one game, a digital film launched by FIFA sponsor Coke is claimed to be the largest marketing program in the history of the company.
So it is as clear as day light that the brands are ready to take part in the battles for sales to this year’s World Cup. While discussing why the retailers and CSEs like Shopzilla, Price Runner should gear up for World Cup 2014, Guy Tweedale, senior vice president sales, EMEA at outsourced customer care specialist Sitel, has shared the following top 10 predictions:
• As there is a forecast that the number of mobile internet users will grow by 35% in 2014 the world cup will certainly put mobile at center stage. As mobile provides unlimited scope for brands to promote their products and services directly into people’s hands, brands will be implementing smarter customer contact strategies to engage their customers. This obviously encompasses every effort regarding arranging competitions, promotions or interactive games.
• The World Cup will provide a huge marketing opportunity for brands offering technologies. They will try to utilize the opportunities and challenges presented by technology and smart-appliances.
• Social video will automatically boost TV spend and demand TV budgets with more focus on social and digital campaigns as they interact with today’s mobile consumers. I t is anticipated there will be a record mobile viewership influencing sales of tablets and smartphones as 64 games are packed into 32 days.
• Brands will start questioning the value of a ‘view’. This will provide more opportunities for the marketers to make a great impact. Facebook and YouTube are playing the leading role in this regard followed by other sites. And many brands these days are successfully engaging consumers in their own environments by using the web.
• Brands will focus on increasing their online presence. The UK Summer Olympics in June 2012 boosted 1.47 billion people to conduct 173 billion searches equating to 117 searches for each person.
• Retailers using shopping comparison sites like Shopzilla, Kelkoo and Price Runner will concentrate more on bidding for products that are expected to be popular.
• The increased sales for all types of FMCG and FMCD goods during world cup will no doubt revitalize the economy. On-line shopping will automatically rise and those with omni-channel strategies will encourage sales as well as loyalty too. A considerable hike in Web-chat and sales chat is likely to be on the card, there will be more people purchasing and sharing their last minute shopping experience.
• Every retailer will highlight prompt delivery in promotions and on websites also to promote call to action for consumers. This may include order by a certain date to ensure timely delivery during the World Cup.
• Retailers will be planning to offer more effective customer services regarding providing technical support for products like TVs, PCs, laptop, tablets, and broadband.
• A recent study conducted by Yume has revealed an interesting speculation that there will be about 16% intended to call in sick to work during the World cup. This number may even increase as people will plan to watch the important matches.