Content and Copy
Okay, I’ll be the first to admit that I’m not one to follow sports but the popularity of soccer in the US has grown by leaps and bounds in the US in just the last few years. In fact, according to the Washington Post, a record number of people (almost 4 million of them) followed the English Premier league in the last season and viewing of the World Cup is expected to be at its highest levels ever here in the US.
But, what does that mean for you the email marketer? Can you afford to ignore such a large, shared event? Think about it: you would never dream of missing the opportunity to send a Christmas themed email, a special Labor Day sale email or even a Flag day coupon. So why would you let an event that has captivated the entire world (it is called the World Cup after all) slip passed without so much as a nod of your head?
My guess is that it’s fear. Fear of being slapped by FIFA, an organization so large and powerful that not even Google wanted to take it on and instead referred all traffic to ESPN. In a way, this kind of fear is actually good: it keeps you from having your pants sued off. Much like other great sporting evens such as the Olympics or the Super Bowl teams and organizations fiercely defend trademarks and logos so woe be to the marketer who uses anything that is unlicensed. But if you can’t use the logos or trademarks of the event how can you make a quick, visual connection between your email (or marketing material) and the event?
Take the example above. I try to run weekly, targeted email campaigns but in the case of teh World Cup every person In THE WORLD was my target. I’m no fan of the color scheme and the layout could be more attractive but following Ogilvy’s priniples of 2/3 image and 1/3 copy I devised the image above and blasted it right at the start of World Cup.
How did it work? Well, if real ROI is any gauge it has done well. With an investment of a half an hour designing the email graphics and text, an $11 per month fee for unlimited email blasts it has brought in $100s in sales and they keep coming in. I think the key was to use something that fis into my market segment (Rvinyl.com sells automotive tint and accessories) and then to employ thee colors and design traits of the World Cup. This way viewers make the immediate connection but I’m shielded from litigation.
Let me know if you’ve had any experiences using major sporting events as marketing cues and, if it’s well-written and interesting enough I’d be glad to post it here. Happy Saturday!