The World Cup starts today with the host nation South Africa playing the tournament’s opening match versus Mexico. Soccer fans across the world will be watching these World Cup games play out over the next month – with the final being played July 11th. A following of this magnitude can only mean one thing for marketers…running advertisements. In particular, market research helped marketing giants such as Anheuser-Busch, Dunkin’ Donuts and Coca-Cola identify the capability to reach Hispanic consumers during the World Cup.
“With the exception of baseball, soccer is the most popular sport among Latinos,” said Greg Almieda an ethnic media consultant and president of Global View Communications. “(The World Cup) is a unique opportunity to tap into a segment of the Latino population that is not captured by any other spectator sport.” Powerade, a division of Coca-Cola, has developed a new product called Powerade Latino. The ad campaign around this is targeted to reach US Hispanic consumers and features the star goalkeeper for the Mexican National Team, Guillermo “Memo” Ochoa. The World Cup is an opportunity for marketers to reach the largest minority in the US.
Given the popularity of the United States and Mexican teams, television executives and analysts are banking on big payoffs from their advertisements again this year. With Mexico opening today against South Africa, the United States team will have to wait until tomorrow to play a historic rivalry match with England. A match that personally, I am really looking forward to watching!
Companies that do market research in Syracuse, Central New York and all accross the country use ethnographical analysis to develop targeted recommendations for marketing campaigns. Without understanding the market as a whole and researching demographics and usage behaviors – Corporate America would not be able to single out the World Cup as an ideal opportunity to reach the Latino population.
Market research services at Research & Marketing Strategies (RMS) can help marketing/advertising efforts by defining the following:
- Who is our target market?
- How do we reach our target market?
- What marketing messages will be most effective for our target market?
Simply running advertisements is sure to get your business some type of ROI. What a lot of businesses do not understand is how the ROI can be multiplied tenfold if an investment in market research is made before the advertising campaign is developed. Budgeting monies up front for market research efforts so you can properly groom your message allows companies like Anheuser-Busch, Dunkin’ Donuts and Coca-Cola to get the most bang for their buck. Research & Marketing Strategies (RMS) can help your business achieve the same return on a much more relatable scale.