This year the general public is getting exposure to the World Cup. Brazil has made it into a cultural marketing event and you can use the same principles in your marketing.
Take a look around your chain grocery store and you will see some sort of advertisement for the World Cup. But it goes beyond Coke cans with the symbol on them, there are employees with t-shirts and cookies shaped like soccer balls in World Cup colors. There are ingredients to make salsa and enjoy various aspect of World Cup culture and some South American culture.
In the end all of this is really good marketing.
Who do you think that advertising is for? It isn’t for the die-hard fans of the World Cup, they are in Brazil. It isn’t for the other people who follow the World Cup and made their preparations about where they were going to watch it, last month.
It is for the newbies. The people who don’t have any exposure to the world of soccer, but with some cookies and salsa they too can experience the World Cup culture.
There are only a couple of other sporting events that have a distinct culture surrounding them that trickles down to what kind of food you eat during that event, the Superbowl and the Olympics.
So how did Brazil make a soccer competition into a global marketing event that was focused on including new people into World Cup culture? They reached out to their target audience through their food.
If you want to reach your target audience find out how to easily relate to them by getting your marketing in front of them when they least expect it, in a helpful way.