How can small brands seize the marketing opportunity of the World Cup?

Now that we know the two key factors of leveraging marketing, namely decisiveness and speed are more important than performance, what should we do? This involves content and form. What do we rely on to go viral?

From the content point of view, as mentioned above, the brand can leverage the collective excitement points, itchy points and even complaints points of fans to resonate with these points. Of course, for brands that have unicorn status in a certain field, the dissemination of news about interesting data related to the World Cup can always arouse media interest and user discussion, which is what Taobao is best at.

From the perspective of form, if you are in a hurry and don’t have time to shoot a video or make a creative H5 or mini-program game , then a picture is the simplest and most cost-effective way. Whether it is effective or not depends on your ability.

The pictures referred to here include the posters that were played up by Blue V, a scene in an offline store, or a reward related to the results of a game, etc. All these materials can be presented in the form of a picture.

Remember the Rio Olympics two years ago? A group of brands were taking advantage of the Olympic marketing . As a result, many companies, including portal websites, received emails from the Olympic Committee regarding content infringement. The Olympics is even so strict that all athletes participating in the Olympics are not allowed to conduct commercial activities during the Olympics without authorization from the IOC. Two years ago, I personally participated in the marketing of the Olympics and also made relevant reports to the IOC.

During the last World Cup, FIFA severely punished the so-called "ambush marketing" or "stealth marketing" in Brazil. At that time, if Brazilian local companies used the official World Cup logo without authorization, including but not limited to the words "World Cup", "World Cup 2014", "Brazil 2014", etc., they had to pay FIFA a fine of millions of dollars or be imprisoned for 3 months to one year for infringement of intellectual property rights.

Through the last Olympic Games, we can guess that many brands, especially big brands, already have a strong sense of copyright. We can also see that the current practice of skirting the law is to cooperate with teams that have players participating in the World Cup to carry out some cross-border cooperation. But for some small and medium-sized brands, it is still necessary to remind them not to label their brand as "infringing" because of a trivial poster. The suggestion is that brands should focus on the emotions of fans and the stories on the field, rather than a logo or mascot. Everyone knows that you are talking about the World Cup, right?

There are only 22 girls left in 101, which makes the editor very nervous. The same goes for brands. Faced with so many competitors, how can they truly grab the C position in the World Cup marketing? The suggestions are:

1. Keep a calm mind. Being the center is the best, but if you can kill 11 people out of 101, you will be a success.

We can see that the C position may be the girl who is beautiful, capable and has personality, but the others are also great, so instead of focusing on the C position, it is better to focus on your personality.

2. The result of screen swiping is certainly good, but the best way to guarantee screen swiping is advertising.

For example, for me, World Cup marketing has lasted for more than a month. I remember three cases:

The first one is the advertisement of Messi’s forehead that Mengniu spent a lot of money on in buildings and WeChat Moments;

The second one is a poster made by Vatti that says “Full refund if France wins the championship” (but in fact it is not a full refund, but an e-commerce voucher of the same amount). So, you see, the public relations did do something interesting, but it was boring because it bowed to the business. If you really give a full refund, how much money can you lose? insincerity;

The third one is a small advertisement for "breakup agreement" at a barbecue stall in Beijing. 150 meters east of Guanzhuang Road. When I go to Beijing, I must visit this barbecue restaurant, it is so talented.

3. First, do points 1 to 4 that I mentioned above.