What Has The World Cup Ever Done For Ecommerce?
#EcomChat on Monday, 16th June 2014 was on “What Has The World Cup Ever Done For Ecommerce?”, looking at whether or not big sporting events are genuine opportunities for ecommerce companies, or simply distractions from day-to-day trading.
There were 3 conversation starter questions as always:
- Can ecommerce teams tap into the World Cup without relevant products to sell?
- What are the pitfalls of badly targeted marketing?
- Who is doing this well and what can we learn?
Below is a summary of the key chat comments:
Q1 – Can ecommerce teams tap into the World Cup without relevant products to sell?
@AndrewGirdwood : It’s degrees of seperation,right. World Cup -> FIFA -> Computer Games is one angle. #ecomchat
- @JamesGurd : What about engaging people based on interests to keep brand in their minds even if no products related? #ecomchat
- @LordManley : Few brands could not align themselves with happiness and sport. ‘Sport makes you happy, our products make you happy’.
- @JamesGurd : Not ideal for e.g. fast food, complete opposite of what sport is about – being healthy and active #ecomchat
- @aberit_eu : But ads aren’t for players but for spectators who often like fastfood #ecomchat
- @JamesGurd : I still find it an odd association, although i take your point – get fat watching people being healthy! #ecomchat
- @aberit_eu: Unfortunately people who do and those who watch sport are usually completely different worlds 😉 #ecomchat
- @LordManley : And yet fast food is an excellent example of a Brand which would want to be associated with sport.
- @ProjectOcto : But if its tenuous I think it damages the brand. “Football is great, so is Ronseal Woodstain” would be awful
- @ProjectOcto :It’s like TVs though. Grab your snack, sit in front of huge TV in your new England shirt and watch that other stuff
@AndrewGirdwood : It’s degrees of seperation,right. World Cup -> FIFA -> Computer Games is one angle. #ecomchat
- @JamesGurd : What about engaging people based on interests to keep brand in their minds even if no products related? #ecomchat
- @AndrewGirdwood : “5 Reasons Why #Ecomchat is better than an overpriced hotel in Brazil” bait marketing, ahoy.
- @JamesGurd : Do you not think that if it’s too tenuous then people will think it crass and it devalues your brand? #ecomchat
- @welshmike : think this is exactly the line most brands have crossed! #ecomchat
- @AndrewGirdwood : Brands can cross the line. I think the real problem is people don’t bandwagon jumpers. Looks rubbish. #ecomchat
@AndrewGirdwood : It’s not the lack of relevant products that stops brands during the World Cup. It’s the lack of good ideas. #ecomchat
- @pferron : also relayed to time/effort/reward getting it through the decision process can be tough
- @AndrewGirdwood : The horror of a brand trying something new/untested! That’s a multiple if there’s World Cup sized money attached #ecomchat
- @pferron : weighted against the tried and tested double whammy
@pferron : it’s very hard without selling football based prod you can of course dress an offer as World Cup related
- @ProjectOcto : Good if an airline offers deals for “as long as England stay in” – that’s relevant enough #ecomchat
- @JamesGurd : Yes that’s nice as it taps into the passion and humour of the event, not just the £££ opportunity #ecomchat
@pferron : it’s very hard without selling football based prod you can of course dress an offer as World Cup related
- @ProjectOcto : Good if an airline offers deals for “as long as England stay in” – that’s relevant enough #ecomchat
- @pferron : agree themed offers work well
- @ProjectOcto : Creates incredible urgency! #ecomchat
- @pferron : ha ha ha – have faith lol
@welshmike : I think it depends on channel, easier to do on social than on your homepage without it looking forced
- @quiffboy : Currys “new TV” campaign with cringeworthy. It’s a blatant cash in and it’s very sexist. #ecomchat
- @JamesGurd : I’ve not seen it – got a link anywhere? I’m doing my best to avoid the TV and football in general!!!! #ecomchat
- @quiffboy : Theres a few versions. Husband tries to legitimise buying a new big-ass TV on basis that wife can watch her shitty programs on it
@JamesGurd : I like @pca_plus blog on “Offside rule of addressing” using global map of interesting address facts https://ow.ly/y4Y7W #ecomchat
- @JamesGurd : It alludes to the WC without trying to claim direct relevance but plays on the globalisation element of what the company provides #ecomchat
@RichardFergie : Without relevant products – no they can’t. But “relevant” is a very fluid term – links can be found if creative enough
- @MontseCano : I reckon it all depends on the way non-relevant products are presented. What do you think of McD’s ad? Cliche-y #ecomchat
- @RichardFergie : is about knowing the audience and how they relate to the world cup I guess. Is there an audience (in the UK) that doesn’t?
- @RichardFergie : & I haven’t seen McD’s ad – so can’t comment
- @MontseCano : Here it is! https://goo.gl/bsXc4z
@AndrewGirdwood : What’s not relevant to the World Cup? You can sell a teapot on the grounds it’s better off to stay at home and be lazy. #ecomchat
- @JamesGurd : you should work in advertising sir….. #ecomchat
@ProjectOcto : There’s a Q here somewhere about Brand Delivery v Order Fulfilment – who does better? #ecomchat
- @MontseCano : I see all this as part of the ‘humanisation’ of brands to engage with audiences. #ecomchat
@ProjectOcto : How/why Listerine are sponsoring the WC I’ve no idea. “what your mouth goes through” here https://www.listerine.co.uk/listerine-FIFA-world-cup?icid=home|marquee|1 … #ecomchat
- @JamesGurd : Wow that’s really awful marketing. quite an odd association. I wonder if it works though for brand recall? #ecomchat
General Points:
- @pferron : though a World Cup victory would have an overall impact on consumer spending in a positive fashion aided e-coms throughout UK
- @whitingx : – interesting how effective this ad tested as though – https://www.thedrum.com/news/2014/06/12/currys-pc-world-ad-beats-coca-cola-most-effective-football-themed-ad-nielsen-study … – #ecomchat
- @JamesGurd : Have you seen Argos WC landing page? I find it odd. Merchandising i get but v disjointed e.g. tech testers? https://ow.ly/y4YNh #ecomchat
- @AndrewGirdwood : I wonder if there are any #CannesLions candidates for World Cup content. Gut feeling: No. That’s telling. #ecomchat
Q2 – What are the pitfalls of badly targeted marketing?
@RichardFergie : Listening to the radio: “1-nil to Amiga Loans, 1-nill to Amiga Loans” << good or bad World Cup marketing? #ecomchat
- @AndrewGirdwood : Not sure. I Bing’d “1 nil to amiga loans” and Amigo Loans ranked #1. Might just be about the ROI on this one. #ecomchat
- @JamesGurd : without seeing lead conversion we’ll never know! #ecomchat
- @AndrewGirdwood :Can’t see any real uptick in “Amigo Loans” searches. Yet. https://www.google.com/trends/explore#q=amigo%20loans&date=today%201-m&cmpt=q … #ecomchat
- @JamesGurd : Yeah i looked at that and volumes actually look lower now than peak in Sept 2013…. #ecomchat
- @JamesGurd : but that doesn’t mean the ad doesn’t work, although it’s not highly targeted #ecomchat
- @MontseCano : Maybe their RoI is good after their set period. We never know. #ecomchat
@RichardFergie : Listening to the radio: “1-nil to Amiga Loans, 1-nill to Amiga Loans” << good or bad World Cup marketing? #ecomchat
- @ProjectOcto : Poor IMO, merely a soundtrack and they’re not kidding anyone. Should have marketed loans towards flight tickets! #ecomchat
- @RichardFergie : or bigger TVs!
- @ProjectOcto : Haha exactly!
@AndrewGirdwood : You could spent a lot of money on a World Cup campaign and not even get noticed. Battle for attention. #ecomchat
- @KevinWaugh : The attention is cultural. You could grab share in the US with little to no resistance. But demand is lower too. #ecomchat
- @AndrewGirdwood: Very true. Lots of geo-targeting hardships with the World Cup I suspect. #ecomchat
@aberit_eu : One example was given today-Listerine and WC strange association #ecomchat
- @ProjectOcto : A bit like Rainham Steel’s long term sponsorship at football matches – yet almost become cult
General Points:
- @JamesGurd : Interestingly i’ve not seen so many competitions/prize draws for this WC – i seem to remember loads in 2010. #ecomchat
- @AndrewGirdwood : Mess the World Cup up and you can create a highly loyal tribe of activists – who hate you. This is bad. #ecomchat
- @pferron :#EcomChat wasted time / effort / investment plus the increased reluctance todo anything again for future events –
- @AndrewGirdwood : You also risk alienating fans/customers who don’t want to be associated with football/FIFA-issues. #ecomchat
- @pferron : gearing up for event piggybacking is a business commitment and needs to be part of your overall digital plan & ROU calculations
- @AndrewGirdwood : I think @bing are doing well with the World Cup – showing services https://www.bing.com/explore/football2014 … #ecomchat pic.twitter.com/mL5kL9NUYr
- @AndrewGirdwood : Make sure you know about ad/trademark rules of any event. Olympics have attack lawyers. World Cup is kinder. #ecomchat
Q3 – Who is doing this well and what can we learn?
@ProjectOcto : Club Med created an ‘England Team XI’ selector – tenuous but well delivered with fantastic contributors #ecomchat https://eleven.clubmed.co.uk/
- @JamesGurd : I like that – again tapping into fun and passion, not just trying to sell. #ecomchat
@ProjectOcto : So question for all – is anyone currently doing WC-based advertising for clients? If so – what? success? thoughts? #ecomchat
- @JamesGurd : Nope nothing at all. And steering well clear of it for @crowdshed as more important things to focus on! #ecomchat
General Points:
- @JamesGurd : JD sports has done OK with its WC content (product based) and score predictor to win replica shirts https://ow.ly/y4ZJc #ecomchat
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