If for football fans, the World Cup is a festive season of passion and enthusiasm, for marketers, this is an opportunity to deploy campaigns to promote brand development and increase sales. row.

Why the World Cup is always a good opportunity for brands to do Marketing

Before going into detailed analysis, what most of us have experienced or witnessed is that football has a very strong impact on human psychology. Moreover, the World Cup is the largest football festival on the planet, this is no different from the king of all events that marketers often take advantage of for their campaigns.

1. The trend of watching football is booming

According to a report by Nielsen Sports 2020, the percentage of people watching football on TV tends to decrease, while mobile, laptop or PC platforms increase sharply (accounting for 40%). This is also an inevitable consequence of the development of digital technology and the popularity of smartphones.

In addition, sports news and updates (mainly football) that have blossomed and been warmly received by viewers on social networking platforms also contribute to creating a strong viral effect for owners. this topic.

Therefore, this is a "golden" opportunity for brands to implement online marketing campaigns to build brand awareness, create connections with customers and drive sales effectively.

2. Emotional Marketing: Sublime matches "touch" the hearts of the audience

You probably still remember the 2018 snow-white Changzhou final, a continental final and the important thing is that the final has Vietnamese players. In the past few years, Vietnamese football has achieved a lot of success, not only in the region but also reaching out to the whole continent. Therefore, the fans' love for this subject has also increased dramatically.

Each match is not only for entertainment, but it also carries with it the national pride, patriotism and symbolic admiration of the audience for their team.

With a great influence on the emotions of the audience, the World Cup will be an opportunity for brands to effectively implement their Emotional Marketing campaigns.

Make use of football to do effective emotional marketing

Marketing strategies that make the most of the effect to connect with the target audience

1. Huge amount of discussion comes from special matches

According to Buzzmetrics, each match generates 15,500 discussions on average. In particular, for matches with great attraction, the amount of discussion can be up to 135,000 and the ability to create a hot topic is very easy.

Therefore, it is very necessary to predict which matches are the focal points to implement the content plan, of course, not only the big matches will attract the attention of the audience, but also the actual matches. also received a lot of attention, businesses can completely connect with the audience at every match.

2. Choose the right time

On average, discussion starts 3 - 5 days before the match and lasts 7-8 days after the match ends. In which, the highest total number of discussions was in the period 1 day before the match and 3 days after the match. This is a “golden” period that brands can take advantage of to deploy their content. '

In addition, the post-match time receives more than twice as much discussion as the pre-match, so post-match content will also be most effective.

After the game is the golden time to attract interaction

3. Choose the right content that users are interested in

Before the match

At the time before the match, the types of content that users are often interested in can be mentioned as:

• Predict the score (Minigame, event)
• Predict tactics, which players will play?
• Assess player performance

Brands can leverage these types of content to increase engagement and connect with their audience during the “waiting” for the game.

In the match

Although the amount of discussion is not high at this time, brands can still take advantage by posting content such as match updates, scores and other highlights.

After the match

At the time after the game, the amount of discussion will increase the most. The types of content that brands can deploy are discussing the highlights, the best players, the most obscure players, or the players that generate the most laughs.

However, the amount of content this time will also be many, very competitive. Therefore, the brand also needs to have a unique way of communicating to be different and attractive.

In short

Since the U23 craze, football has proven to be a topic for brands to exploit the potential for attention in a very effective way. However, not every brand can't take advantage of this hot paint because of the lack of appropriate and attractive content planning and strategy.

If you want to make the most of this opportunity, you need a marketer with expertise and understanding of trends and supporting content. SanMedia will help you "all hands" on the FIFA World Cup 2022 event to raise the brand's position.