Extra time goals

02 May 2002 by
Extra time goals

The fact that matches are being televised at unsocial hours doesn't mean that businesses have to lose out. Plan well and you could end up winning. Marketing consultant Paul Clapham maps out a strategy.

It's going out, it's going out, it's going, football's going out. The imminent World Cup offers the licensed trade huge business opportunities because millions of fans don't want to sit at home and watch the match alone; they prefer to be in company. Being in a crowd is a big part of the whole experience and that's where businesses can win.

Once those "special orders of exemption" have been granted, businesses with a plan stand to gain a lot more than those which just switch the box on five minutes before kick-off each day. There are 48 group games, plus 16 others in the second stage, and they're all televised. Just publicising "every match live" probably isn't the right approach. It would be far better to concentrate your fire power, both in respect of teams and timings.

First, timing. The effect of time zones has been unkind but the calendar hasn't - the opening weekend of the tournament is a double bank holiday, thanks to the Queen's Golden Jubilee. Those making a big event of the World Cup should catch that initial wave of enthusiasm. There are 14 games between Friday midday and Tuesday, and some of them are of major interest, such as England's opening match against Sweden. The habit of where to watch will be formed for the month on this weekend, so front-end-load your effort.

Next, teams. England and Ireland are the two obvious big earners, with the Ireland v Germany and England v Argentina games on 5 and 7 June respectively having top billing. For the six group games involving those two, you can plan on being busy or packed. Since the other games in those groups have an impact on the home interest, they will be well patronised, too, especially the last pairings on 11 and 12 June.

Who else? Brazil is still the big name, France is the holder and both Spain and Italy are well fancied (TV coverage of their leagues makes the latter two known quantities as well).

So, roughly half the group games could arouse serious interest. Doubtless, one or two lesser teams will gather momentum and fans, although in truth it's unlikely that hordes will turn up for Korea v USA and Belgium v Tunisia on Monday 10 June. Depending on the progress of England and Ireland, however, the knockout stages starting 15 June may be frenetic or a bit flat. Happily, the final kicks off at midday on Sunday.

A World Cup taking place in the Far East isn't an instant winner for the trade in Britain, so only those who plan and commit to grasping the opportunity will get the best returns. But for those who do, let's hope it's an England v Ireland final.

Team tactics

How do you attract fans to your premises rather than let them go to your competitors? Coverage on terrestrial TV means that everyone can get in on the act, but why should punters patronise your establishment?

  1. Get your TV(s) right. If the view or the picture is poor, all the cleverest promotion will fail. If you're contemplating a move into big screen or wide-screen, now's the time - the suppliers are getting busy.
  2. Start with clear and simple signage. Chalk boards, white boards and posters both inside and outside need to be accurate and constantly updated. Don't just say "World Cup here 10.30am"; tell them who's playing. For every committed expert, there are 10 part-time fans who might know when England is playing but not France or Spain.
  3. Eggs, bacon and football. Every day from 1 June until 18 June, there will be a 7.30am kick-off. This has to be a fine opportunity to make a significant increase in turnover on a meal occasion you have to provide anyway. Organise a World Cup Breakfast Club; combine it with overnight accommodation for England's last game. Talk to local employers who might far prefer their staff to come to work 20 minutes late rather than "throwing a sickie" - they might even pay for the breakfast.
  4. Three-course lunches, football accompanying each. The 12.30 kick-offs offer an early-start opportunity to lunchtime trade, and in this case the quality of ties is excellent throughout the month. If the Breakfast Club offers extra profit, the Lunch Club offers a serious boost to turnover, margin and profit. This time-slot includes a number of games that will matter, notably the big two for England and Ireland. For those two days, you could make a food order a requirement, and on the other lunch dates package food and drink together. Once again, contact with local employers is good planning: encourage them to pre-book events for staff and clients.
  5. Bed, breakfast and World Cup. Those early starts suggest that this will have appeal for some better-heeled fans. If you have empty rooms for that first weekend (hopefully not, since it's a Bank Holiday), create a World Cup Weekend Break. The following weekend offers rather slim pickings but 15-16 June is quarterfinal weekend and 30 June is the final, so further opportunities offer themselves then.

Promotional offers

With every outlet able to show the games, it'll be promotional offers that help to determine where customers choose to go. These should be entertaining - that's the added value which brings them back.

1. Create a ready-made sheet for sweepstakes
For example, first scorer or first goal by minutes played. Technically, you're not supposed to run this, but a keen customer may wish to run it - it's much like a newspaper printing a sweepstake form for the Grand National.

2. Wear the shirt for half-price drinks Offer drink (from a specified list, perhaps) at half price before kick-off or at half-time or full-time to anyone wearing the national colours. Each has virtues for getting them in, and keeping them in. It is also particularly relevant where you have a big international tourist trade or a particular ethnic community.

3. World Cup at the George and Dragon
Print up some T-shirts and sell them for a significant price, say £20. Everyone wearing one pays half price or gets 50p off drinks during all matches or specified games. Clearly, this demands careful calculation, but it's a good advert on the street and easy for bar staff to work.

4. Your money back if England win the World Cup
Apply this to major purchases, such as weekend breaks. For every booking you take, put 10% as a bet on England (10/1 at the time of writing) to cover your risk. In essence, it's 10% off but a lot more potent an offer. Incidentally, there are quite a lot of people who really do think that England will win.

5. Consider the non-fan
If your regulars divide 50:50 into football enthusiasts and football haters, you have a problem! Whatever the breakdown, looking after the non-fan will pay dividends. If you have two bars or can divide the restaurant, you can cater for those who wish that it would all go away.

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