How to conduct brand marketing in the 2018 World Cup? Is your marketing plan ready?

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The "World Cup ", which has a strong topic effect, has always been a competition arena for businesses to compete with each other.

Whether it is fast-moving consumer goods, home appliances, automobiles , or the gaming industry, they are using all kinds of tricks to try to catch consumers' attention in this " marketing torrent."

For example, this year, Budweiser is expected to send thousands of drones to deliver beer, Mengniu has signed Messi as its brand spokesperson, Hisense is holding a "Football Charity" event to warm up its World Cup marketing... Before the game has even started, all businesses have already done their "marketing warm-up."

Faced with hundreds of millions of fans, how can catering brands play in this carnival?

Let's look back at the World Cup four years ago:

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As the catering market becomes increasingly homogenized, consumers often choose you not because of your brand value, but because you are constantly active in front of consumers.

For example, would you like to be with a lifeless person? There is a classic slogan for financial products: If you don’t manage your finances, your finances won’t manage you. The same goes for catering brands. For a brand that has been dormant for a long time, most consumers will choose to ignore it, even if it is a rough gem.

In fact, in business, the purpose of all marketing is the same, which is to make consumers "fall in love with you" rather than just "consume you." The role of marketing is to, first, activate existing consumers and increase user stickiness; second, attract potential consumers.

People often have the mentality of "joining in the fun" and are willing to pay more attention to things that are being hotly discussed by the public. Catering businesses often follow a hot topic and almost always get more publicity than usual. It can be said that you pay low cost and gain high traffic.

Take the World Cup as an example, there are three points to pay attention to in marketing:

Nowadays, even good wine needs to be hidden in a bush. "Pure offline marketing" obviously cannot attract new consumers active on the Internet . The right way is to connect online and offline and combine marketing. For hot spot marketing , data guidance is also indispensable.

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Statistics show that in the 2014 World Cup in Brazil, Chinese fans contributed 530 million unique users and 15.1 billion page views, both figures more than double those of the 2010 World Cup in South Africa. As for the 2018 World Cup held in Russia, the convenience brought by the time difference and the rise of new consumers will bring unprecedented attention to this year's World Cup.

Although the topic base is large, the focus of individual users is limited. How can we accurately find our own customer base in this surging traffic outlet?

A demand matching platform focusing on marketing for small and medium-sized enterprises - the editor believes that in order to take advantage of the World Cup, we must first find out who are the people watching the World Cup and how they watch it.

That is, look at the data first, then do marketing.

According to the "World Cup Fan Crowd Insight Report", the 2018 World Cup fans are quietly changing. The proportion of those born after 1990 increased from 9% to 20%, and the proportion of female fans increased from 34% to 46%. The habit of watching games has also shifted from pure live broadcasts to replays and highlights, and WeChat has become the main source of information.

After doing a lot of user analysis and data research, the editor believes that for this year's World Cup marketing, the Internet is the marketing front that brands should focus on.