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If you’re currently preparing for the 2022 World Cup, it’s important to capitalise on the increase in sales and brand awareness the event brings.

After all, the World Cup only happens every four years!

Some brands and businesses have already started their World Cup promotion. For example, Coca-Cola recently launched its ‘Believing is Magic’ campaign, looking at all the weird promises fans make in return for their team lifting the trophy!

Want to create the perfect World Cup/Christmas campaign? Here are some of our top tips for making the most of your World Cup promotional efforts, both before, during, and after.


BEFORE: Plan what you’re going to do

Whether you represent a brand or a retail store, it’s important to understand what you sell and how you can link it to the World Cup.

Will customers buy more or less of your product during the World Cup? How and where will they use your product? Who is your ideal target audience?

Bonus points if you can tie your product into Christmas too! The World Cup Final is on Sunday 18 December, meaning you can have the perfect festive football crossover.

When you have this valuable insight, you’ll be one step closer to determining the right World Cup promotional campaign for your needs.

Alternatively… You don’t have to do anything! In a previous article, we mentioned that one out of seven people doesn’t like Christmas.

According to Statista, 37% of men and 63% of women aren’t interested in football. This means that by not doing anything, you can appeal to people who could take or leave the World Cup.


DURING: Make sure your promotions look right everywhere

Consistency is key when it comes to any promotional campaign. Whether OOH ads or in-store product placement, you need to make sure everything is as it should be.

If you don’t have a field team who can check this for you, our Shepherds are available all across the UK. Our Shepherds provide feedback, our QA team check it, and the data is immediately sent to your dashboard, ready for you to action any issues.


AFTER: Review what went right (and what went wrong) afterwards

It’s always to important to review your promotional campaign after it has ended. What went well, how much revenue did you bring in, and what would you do differently if you could?

Sit down with your team and review the feedback, both qualitative and quantitative. That way, you’re in a better position the next time you plan your promotions.

We wish you the best of luck with your World Cup promotional campaign!

Remember, if you need extra support gathering data, we’re here to help. Contact us today and discover more about our comprehensive data and insight services.

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