Every four years, there are some smart companies that are able to sell a lot of World Cup merchandise and products related to the World Cup for a lot of money - all with a good marketing strategy. These include not only companies in South Africa that earn their money with the many tourists who come into the country. Football fan articles are available (almost) everywhere worldwide and are purchased by customers worldwide.
According to the CEO of Intersport International, Franz Julen turnover from the World Cup in June and July was about 30 to 40 percent of the annual football sales - depending on the country and when the team is eliminated from the World Cup.
Products that are hot during the World Cup 2010 are jerseys, footballs and flags for the car. Also the flag that is attached on the mirrors of the car is enjoying great popularity in Germany this year. Annoying, but quite a sales hit - not only in Germany - are the Vuvuzelas. Those horns that make viewers think of a huge swarm of bees in the stadium.
Of course there are numerous other memorabilia, such as Hawaiian chains, fan hats, sweatbands, headbands, makeup, car magnets with the flag of a country, key rings, key chains, glasses, bags, stickers, cups, glasses - everything goes with the color of the country.
But you cannot only make money with these mentioned products. Even products that have to do with the host country South Africa are hot. Thus, supermarkets offer more wines from South Africa and also South African food during the World Cup.
As a company you should not only get the maximum revenue from the 2010 World Cup, but to also offer the best service to your customers - regarding football. Public transportation in Germany is a good example here: Hamburg's subway reports the scores of games during the World Cup on the display board and the German railway announces the scores on their trains. For non-football fans, this may seem trivial or even annoying. However, any football fans will welcome this service.
Other companies rely more on online services for football fans, such as animated World Cup calendars, projections etc.
Next time, think of mass events like the World Cup in advance, so you can offer special services to your customers, in order to differentiate from your competition.
Showing posts with label soccer. Show all posts
Showing posts with label soccer. Show all posts
Thursday, July 8, 2010
Tuesday, June 29, 2010
Perimeter advertising during the World Cup 2010
What is new during this World Cup 2010 is the perimeter advertising that is now not just static anymore, but dynamic.
The perimeter advertising is now completely electronically and therefore ads can be exchanged more often. That means more companies can advertise. Video perimeter advertising also has the advantage of being percieved. Perimeter advertising that is static and does not change is often ignored by the viewers of a game.
However, from the perspective of a viewer, perimeter advertising is annoying. The constant changes just distract viewers and instead of watching the came they are distracted. No matter if it's the old dynamic version of perimeter advertising or the new video perimeter advertising.
According to Wikipedia, you can attach about 240 m long of perimeter advertising around the soccer field. The perimeter advertising used at the World Cup 2010 is very bright and consists of thousands of LEDs.
There is a total of only 19 companies that use perimeter advertising at the World Cup. Few are known internationally anyways: the FIFA partners Adidas, Coca-Cola, Emirates, Visa, Sony, and Kia Motors. The international FIFA World Cup however, are not know all over the world yet: Budweiser (Anheuser-Busch), Castrol, Continental, McDonald's, MTN, Mahindra, Satyam, Seara and Yingly Solar. The national sponsors are BP, First National Bank, Neo Africa, Prasa and Telkom.
One of the sponsors of the 2010 World Cup, the company Continental, has perimeter advertising at most of the games during the World Cup - and therefore also advertises on television worldwide.
The Indian IT company Mahindra Sayam succeeds in gaining international recognition, due to perimeter advertising.
It is really questionable whether the company actually manages to quickly build a reputation.mPresumably, the recall for the companies or brands is relatively low and therefore not worth the financial outlay necessary. Moreover, it is questionable what people from the audience connect with the brand or company names.
The financial burden is certainly not negligible. According to Financial Times Germany, FIFA has had sales of $ 1.6 billion thanks to the sponsors.
The perimeter advertising is now completely electronically and therefore ads can be exchanged more often. That means more companies can advertise. Video perimeter advertising also has the advantage of being percieved. Perimeter advertising that is static and does not change is often ignored by the viewers of a game.
However, from the perspective of a viewer, perimeter advertising is annoying. The constant changes just distract viewers and instead of watching the came they are distracted. No matter if it's the old dynamic version of perimeter advertising or the new video perimeter advertising.
According to Wikipedia, you can attach about 240 m long of perimeter advertising around the soccer field. The perimeter advertising used at the World Cup 2010 is very bright and consists of thousands of LEDs.
There is a total of only 19 companies that use perimeter advertising at the World Cup. Few are known internationally anyways: the FIFA partners Adidas, Coca-Cola, Emirates, Visa, Sony, and Kia Motors. The international FIFA World Cup however, are not know all over the world yet: Budweiser (Anheuser-Busch), Castrol, Continental, McDonald's, MTN, Mahindra, Satyam, Seara and Yingly Solar. The national sponsors are BP, First National Bank, Neo Africa, Prasa and Telkom.
One of the sponsors of the 2010 World Cup, the company Continental, has perimeter advertising at most of the games during the World Cup - and therefore also advertises on television worldwide.
The Indian IT company Mahindra Sayam succeeds in gaining international recognition, due to perimeter advertising.
It is really questionable whether the company actually manages to quickly build a reputation.mPresumably, the recall for the companies or brands is relatively low and therefore not worth the financial outlay necessary. Moreover, it is questionable what people from the audience connect with the brand or company names.
The financial burden is certainly not negligible. According to Financial Times Germany, FIFA has had sales of $ 1.6 billion thanks to the sponsors.
Tuesday, June 22, 2010
New brands for the Football World Cup - Is Chakalaka really African?
For the 2010 FIFA World Cup, companies invent new special brands worldwide. A well-known German discounter also produced a new product range called "Taste of Afrika". What seems strange here is the mix of German and English. Why "Afrika" instead of "Africa"? Why not translate the expression "Taste of Africa" into German?
Under the brand "Taste of Afrika" a lot of products that have not a lot to do with Africa are offered, such as fruit gums (at least in the form of various African animals), coffee mousse (with African coffee), noodles (with African spices) or cocoa biscuits (with animal prints). Normal products are spiced up with something "African".
Many companies changed their products in time for the World Cup. There are now Marshmallows called "World Cup Stars" in black and white or chocolate cake that looks like a soccer ball - also in black and white. Also very popular is the so-called soccer burger, a hamburger with the shape of a soccer ball (with pentagons).
The most popular product during the World Cup seems to be "Chakalaka". Chakalaka is originally from South Africa - it presumably has its origin in the townships of the city of Johannesburg. It is a spicy vegetable relish (usually with tomatoes, carrots, peppers, chili, beans, cabbage, garlic, pepper, curry, ginger and cilantro), served with bread, stews, curries and pap. German sauce manufacturers put in varying ingredients. Often, Chakalaka is added to existing products and a new World Cup product is created (e.g. peanuts with Chakalaka, Chakalaka BBQ sauce, Chakalaka dip sauce).
For companies it may be worthwhile to produce special products for special events. Clever marketing also means not exaggerating the variety of products.
Companies should also assess whether the event is large enough and a special production is worth it.
Under the brand "Taste of Afrika" a lot of products that have not a lot to do with Africa are offered, such as fruit gums (at least in the form of various African animals), coffee mousse (with African coffee), noodles (with African spices) or cocoa biscuits (with animal prints). Normal products are spiced up with something "African".
Many companies changed their products in time for the World Cup. There are now Marshmallows called "World Cup Stars" in black and white or chocolate cake that looks like a soccer ball - also in black and white. Also very popular is the so-called soccer burger, a hamburger with the shape of a soccer ball (with pentagons).
The most popular product during the World Cup seems to be "Chakalaka". Chakalaka is originally from South Africa - it presumably has its origin in the townships of the city of Johannesburg. It is a spicy vegetable relish (usually with tomatoes, carrots, peppers, chili, beans, cabbage, garlic, pepper, curry, ginger and cilantro), served with bread, stews, curries and pap. German sauce manufacturers put in varying ingredients. Often, Chakalaka is added to existing products and a new World Cup product is created (e.g. peanuts with Chakalaka, Chakalaka BBQ sauce, Chakalaka dip sauce).
For companies it may be worthwhile to produce special products for special events. Clever marketing also means not exaggerating the variety of products.
Companies should also assess whether the event is large enough and a special production is worth it.
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