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REACH OUT TO YOUR AUDIENCE WHEN FOOTBALL FEVER STRIKES
As England and the other 31 World Cup finalists prepare to take to the field in South Africa, marketers must make sure their tournament tactics are spot on.
The FIFA World Cup is an ideal vehicle for field marketing. But the traditional game of handing out samples and making sure products are in store has fallen out of favour; field marketing is now about integrating promotions with new digital channels such as Facebook and Twitter to gather valuable customer data.
The convenience sector and smaller supermarket chains will benefit considerably from field marketing, according to David Norbury, chief executive of agency REL, and he would like to see brands doing a lot in-store. “It’s not just about on-pack, it’s about bringing sponsorship alive with competitions to make the activity more dynamic than a leaflet,” he says.
Read the full story at source: ‘Marketing Week’ | 29 April 2010 | By Lucy Handley
