Unite With Football
The UEFA ⚽️ Euro 2020, postponed from last year due to the coronavirus 🦠 pandemic, kicked off on Friday, June 11.
The knockout phase started on June 26 with the final taking place on July 11 at London’s Wembley Stadium.
When the action got under way at 20:00 GMT in front of a planned 16,000 fans 🙌 at a quarter-full Stadio Olimpico, the overwhelming feeling for European football’s governing body, UEFA, was of relief following the unprecedented decision to put the tournament on hold last year. Portugal 🇵🇹, who were grouped with Hungary 🇭🇺 and past winners France 🇫🇷 and Germany 🇩🇪, were the defending champions, having won the 2016 edition.
For the first time in the tournament’s history, it took place 📍 across the continent with 11 host cities in all: London, Saint Petersburg, Baku, Munich, Rome, Amsterdam, Bucharest, Budapest, Copenhagen, Glasgow, and Seville. A total of 24 teams divided into six groups took part in the tournament, which comprised 51 matches.
What is the tournament format?
The top two teams from each group, plus four best third-place 🥉 finishers, progress to the round-of-16 phase, which are then followed by the quarterfinals, semifinals and the final. Here are 2 ✌️ biggest lessons marketers can learn from the UEFA Euro 2020:
1️⃣ Multiplier effect
Campaigns are effective ✅ as they appear in many media platforms simultaneously. However, the problem is that different channels have different levels of influence. Which ones should marketers choose?
Essentially, the subtext of the analysis of the multiplier effect shows which marketing communication channels are generally most valuable 💰. It is important to look at the greater context in terms of what ‘social media marketing’ really is.
If you are a football player who wants to become famous 🌟, worry less about what your publicist is doing on Instagram and more about what you are doing on the pitch. Do something amazing there, and success will follow. Attention 👀 flows from TV on to social media and other media channels.
2️⃣ Plan your media by segment, not generation
Market segmentation divides 🗂 a market into groups of buyers with similar traits and then targets each segment with a different marketing mix (the 4 Ps) or decides to ignore the segment. Which traits are most important ❗️ to use? Well, those that relate to buyer behaviour. Yes, you can segment by eye 👁 colour, but that would be redundant.
There are four main types of segmentation: geographics (location), demographics (age, ethnicity, religion, income), psychographics 🧠 (social class, lifestyle, personality), and behaviours (use of or feeling towards a product). To illustrate, babies 👶 eat baby food. Senior citizens will take specific vitamins and supplements. Women purchase feminine hygiene products after puberty begins. Men get a certain uncomfortable exam after age 50.
Come up with segments that are more relevant to people. For example, career military families. They move 🏠 every few years, and they have the same rental needs and concerns regardless of their age or race. A marketing mix 🥣 can cater to them.
Did you watch the Euro 2020 tournament? Let us know your thoughts in the comments below 👇👇👇😎.
References:
Aljazeera. 2021, June 11. UEFA Euro 2020: What you need to know.
Scott, S. 2021, July 12. Euro 2020’s two biggest lessons for marketers and media planners. The Drum.
