Making The Most Of This Summer’s Marketing Opportunities

20th June 2016

Summer 2016 Promotional Products

2016 is a great year for big events. We have already witnessed celebrations associated with Her Majesty The Queen’s 90th birthday, and Euro 2016 is in full swing. The appearance of England, Wales, and Northern Ireland in this tournament is expected to boost retail spending. Snack, alcohol, and souvenir businesses are also expected to benefit. Rio 2016 is just around the corner, and this is in addition to the usual line-up of summer sporting events.

National and international events have traditionally been the realm of large corporations. We’re used to seeing major sponsorship packages and TV ads. But there is also room for small businesses to make their mark. There are lots of ways smaller organisations can use these events to gain traction in new markets and further brand awareness.

1. Know Your Audience

As with any campaign, it is important to know your audience. Are they avid sports fans? Or are they likely to watch the odd match / game? Remember that many people who don’t follow sports for the majority of the year, are still enthusiastic during big tournaments.

It is important to know your audience so you can tailor content accordingly. There is no point in tweeting in-depth posts about the intricacies of the beautiful game to an audience who will be uninterested. But the odd post about significant matches may go a long way.


2. Plan

Plan your content in advance. Put together a simple content calendar and plan content for significant days. This will allow you some time to be creative and think of how to engage your audience. Don’t leave it until the last minute.

2. Use Hashtags

Social media is a great way for everyone to join in on a national event. Find hashtags that are relevant and make the most of them. Don’t go overboard and don’t be overtly commercial in your approach. Instead, find clever or funny ways to generate content that relate to the hashtag and your brand.

3. Find Inspiration

Review previous campaigns for inspiration. Look at examples from large and small organisations. You have the benefit of hindsight and so will know what worked and what didn’t. Use this insight to inform your own campaigns.

4. Use Print As Well As Digital

Don’t forget to use print as well as digital channels. People appreciate something tangible to touch and hold in their hands. We provide several products that can be customised with a mixture of sporting themes and your business’ branding. Popular merchandise includes hand waving flags, car flags, wristbands, water bottles, sports bags and sweatbands.

5. Enlist Fans

If football isn’t really your thing then your posts may not seem genuine. Enlist the help of sports fans within your organisation. They will have a deeper understanding and will approach the material from a different perspective. Work together and collaborate.

6. Show Your Personal Side

Small businesses can’t compete when it comes to big corporation budgets. However, one area where they have an advantage is that they more likely to be in touch with their audience. Instead of a faceless corporation, their followers will see real people. Use this to your advantage and show the personal side of your business.

6. Be Creative

The most effective and enduring campaigns are those that show creativity. This is something that is difficult to quantify. It’s often about a flash of inspiration, making connections between events, and reacting quickly. Don’t overthink it. Experiment and have fun.

7. Don’t Oversell

Remember that most people are attending or watching these tournaments for entertainment. Making connections and being creative are fine. But don’t oversell. Show your support and enthusiasm for the teams and make the most of your shared interest.

There’s always a fine line between clever content and overselling. But if you get this right the advantages are innumerable.

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