Am I alone in thinking
there’s been a muted response from marketers to the World Cup this time around?
Even food retailers have managed to contain themselves to measured promotions
of beer and snack foods in the run up to the tournament. And there’s been a
small amount of advertising appealing to those who want to follow the action on
big screen televisions or on the move.
But, where have all the
B2B promotions gone? Where is the endless stream of emails attempting to make
some connection, however tenuous, between a business product or service and the
competition? Where are the online games?
Where are the mousemats, fixture charts and stress balls?
I can’t say I’m
disappointed. In fact I’m rather pleased
that, at last, many B2B marketers have woken up to the fact that a major event like
the World Cup doesn’t necessarily demand their attention if their product or
service is completely unrelated to what the average customer will be focusing
on during the tournament. And many will have realised that achieving standout
in the fog of World Cup promotional activity is best left to those with
relevant products and deep pockets. About time too.
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