Beyond the action, businesses and brands are presented with the perfect opportunity to capture their audience’s attention with various incentives, targeting their hearts, minds and temptations. In this blog, we delve into how major sporting events can be harnessed to create consumer incentives that promote brand engagement and loyalty.
May 15, 2024
In the world of major sporting events, where athletes and spectators unite for a win, there's a hidden game at play—one driven by consumer incentives.
Beyond the action, businesses and brands are presented with the perfect opportunity to capture their audience’s attention with various incentives, targeting their hearts, minds and temptations. In this blog, we delve into how major sporting events can be harnessed to create consumer incentives that promote brand engagement and loyalty.
Major upcoming events, such as the Euros and Olympics, are more than just a game for fans and athletes, they are an experience. The idea of competition surrounding these events can be a powerful tool for businesses. Offering event-based consumer incentives can be a fun way to attract new customers, and reward and re-engage existing customers.
Businesses and brands can offer their customers an element of exclusivity through limited-edition merchandise, VIP access to events or cash rewards. This type of incentive generates a sense of urgency during live events, driving brand awareness and engagement that leaves customers feeling involved and part of the team.
A perfect example of this is Curry's and PC World, who created a 'cash for goals' customer incentive during the football World Cup 2014. For customers who bought any large TV screen above £699 between May and June 2014, they got a World Cup related reward. These included winning £10 back for every goal scored by England or £5 back for every Brazilian goal.
Curry’s PC World perfectly utilised a global event, supported by hundreds of millions worldwide, to incentivise the purchase of their televisions, whilst offering value to their customers through cash rewards. This improved brand awareness, and like-for-like sales by over 4%.
In the dynamic landscape of consumer engagement, leveraging significant global events such as the Olympics or World Cup can serve as a powerful catalyst for driving consumer incentive programmes. Creating incentive schemes around these moments allows companies to offer more than just products or services; they can provide experiences and memories that resonate long after the final whistle.
Whether it's exclusive access to the event, themed promotions, or a cash reward, these incentives promote brand awareness, engagement and sales. Successful consumer incentive programmes also offer businesses long-term benefits. When consumers feel valued and rewarded for their custom, they are more likely to return and advocate for your brand. It is not only a strategic move but also a rewarding one for
During sporting events, the stakes are high for both fans and businesses alike. By tapping into the excitement surrounding these events, businesses have the opportunity to entice new customers and reward their existing ones. The implementation of a well-crafted incentive programme can not only enhance brand awareness but also cultivate lasting loyalty, ensuring mutual benefits for both customers and brands alike. Ultimately, harnessing the power of consumer incentives in conjunction with major sporting events is a strategic approach to consumer marketing.
Want to learn more about how Loyalty Works can support your upcoming consumer incentive schemes? Get in touch today!
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