Noticed people talking a lot about football lately? Even if you’re not a huge fan, it’s unlikely that the UEFA Euro 2016 tournament has escaped your notice. Sporting and cultural events (such as the August bank holiday) both have the potential to dramatically change consumer spending and behaviour. People in the UK are expected to spend an extra £3bn this summer as they enjoy the Euros and Rio Olympic Games. But how can your small business take advantage of the opportunities that these events provide?
Sponsorship
Big brands such as Kia are sponsoring the Euros tournament, with an accompanying #HeartoftheGame social media campaign. Such large-scale projects are perfect for global brands but the principles could be applied to more local events. Kia’s sponsorship of the Euros provides exposure to a new customer base, increasing brand awareness – and you could achieve the same. All events, from a national exhibition to a local trade show, will be looking for sponsorship and when done right, it’s the perfect arena to advertise your business.
Marketing calendars
Businesses that make the most of big events have devised a strategy in advance and planned their activity day by day. Plot your campaigns on a calendar (using a project management tool such as Trello makes this easy to share) and decide which events match your brand best. Think about flyers, radio advertising, promotional posters, merchandise and social media. Expect the unexpected and be prepared to change your approach at the last minute. The last thing you want is a lorry-load of England shirts after an early exit from a tournament.
Get into the consumer mindset
Think about what drives people and plan ahead to satisfy increased demand. Research around previous sporting events shows a dramatic increase in people buying bigger TVs. Pizza company Domino’s expects three pizzas to be ordered every second during Euro 2016 and recruited thousands of new staff members ahead of the start of the tournament to satisfy demand. Make contingency plans in the same way – you may need to hire extra cars for your fleet, for example, when you know there will be a peak trading opportunity.
Sympathise with your staff
Of course, big events provide opportunities to attract new customers but it’s also important to remember your staff. Many of them will want to watch the big games, and it could be an effective morale booster to screen these at work. Alternatively, allow flexible working on important days, so that employees can take time off and make it up at a later date. Incentives such as an increase in the hourly or daily rate could also help ensure you have enough staff at key times.
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
