So, I will admit it. I’m a huge soccer (err, football or futbol) fan and there is truly nothing like the World Cup. As a marketer though, I tend to look at a major event like the World Cup a little differently. Much more than a dynamic sporting event, it’s a huge marketing event.
The key word for me now that we are nearing the end of the group stage is “noise.” As a marketer how do you kick through the noise? (See what I did there!) We are inundated with commercials, tweets, YouTube videos, music, and advertisements surrounding the World Cup. With hundreds of brands vying for the attention of 2 billion viewers, B2B marketers can score (I did it again!) a few tips about marketing best practices while enjoying the games.
Just like B2B marketers, World Cup marketers are attempting to stand out from their competitors and reach their target audience. This is done through many different tactics, but let’s focus on Email Marketing.
Email is still one of the most successful forms of communication. Even with the rise of social media, email remains consistent with 91% of all U.S. consumers using email every day according to Business News Daily. So what can you learn from the World Cup to make your email more successful?
1. Find your focus
Irish poultry brand Moy Park is next to McDonald’s and Budweiser as a World Cup sponsor, so their focus is raising brand awareness and engaging new customers. They aren’t selling a product, just their overall brand as they enter the UK market and try to gain global recognition. By streamlining their marketing toward one goal, they are more effective and powerful, even when seen next to a well-known brand.
Establish a specific goal for your email campaigns. Be sure to tailor your messaging and content to a targeted list. Ask yourself: Are you selling a product? Promoting brand awareness? Building relationships? Each goal calls for a different style and different message, so once your focus is clear, you can choose your style and messaging.
2. Adapt and be creative
Brands have changed their style to fit with the World Cup, using the environment and ideals of the soccer community to tell their own story. For example, Castrol, the industrial and automotive lubricants brand, signed Brazilian football star Neymar to help raise brand awareness while emphasizing their company beliefs. “Neymar demands the best performance from himself in every game he plays, just as Castrol demands the best performance from our oils every time the engine starts,” says AS Ramchander, vice-president of global marketing at Castrol. They’ve used the atmosphere of the event to create a message that is consistent with their brand, as well the sporting world.
Be creative: not only with your content, but also your design. Consider aesthetic and content alterations based on your target audience and don’t forget about analytics. Measure your open and click rates to see what’s working and what’s not. Adding some variety to your emails will engage the recipient and show them your brand voice and personality.
3. Personalize your message
Brands are keeping their global messaging but are adding local flair to target their audience. Coca-Cola has created 32 different versions of the same song, “The World is Ours,” for the World Cup, using local artists singing in their native language for each version. Coca-Cola is maintaining their overarching message while personalizing it, hitting 85% of their markets during this one event.
Personalization may seem simple, but being innovative and meaningful can make all the difference. Don’t just add ‘Dear (FIRST NAME)’ to make it personal. As we’ve discussed before, it’s best practice to segment your lists based on geographical location, job title, industry, etc., to shape your messaging. Keep your main message consistent while modifying certain aspects to fit your audience. Soon your readers will feel a connection to your content and brand, increasing engagement and ultimately driving revenue.
How are you kicking through the noise and boosting your email marketing efforts?
