How to win more sales during sporting events

Posted on July 19, 2021
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With the European football championships now over and the Olympics just around the corner, it’s time to reflect on the success of your marketing campaigns and prepare for greater success in new ones. Post campaign analysis is key and the perfect opportunity to try new tactics in the future. Unlike ever before, the historic events of the last year or so have changed consumer spending habits. Our experts at Kelkoo Group explain what these changes could look like going forward and you can find out more information about this here.

For now, you can check out these top tips from Kelkoo Group to ensure it’s your competitors that finish last in the future.

Buying your way to the top of the league

Whether you’re choosing to invest your marketing budget in sponsored social posts or Google Adwords, if it’s something you’ve never done before, you could find success by taking your marketing in a different direction.

Paid social media advertising is a cost-effective way to promote your business. A common model used in paid advertising is the pay-per-click (PPC) payment model – you pay only if the user takes the action you want eg: getting to a certain page, filling in contact information or making a sale. Once you have given your ads time to perform, they can be refined to drive greater results and return on investment (ROI)

Just Do It. (Then do it again)

As with many marketing campaigns, consistency is key, but this is particularly relevant when marketing around specific events with set time frames. Staying in the minds of competitors is imperative to event marketing. If you have chosen to use paid advertising, A/B testing different types of posts early on can be the key to later success. Work out what creates the engagement you’re looking for early on by using analytics and specific Key Performance Indicators (KPIs) to give your e-commerce store the best chance.

Get your social media tactics spot on

Certain events will take over social media and it’s important you make a bigger impact than your competitors. Social activity is one of, if not, the most cost-effective ways to promote a business and raise brand awareness. 

Putting your own spin on things is key. Make sure to include your own tone of voice (TOV) and usual content style whilst adapting it to the particular event. Try making short videos, creating gifs or polls with, your branding, for your followers to interact with are all worth investing in. Producing reactive content around the event in question is another way to get the most out of your posts. Hashtags that are event related can help reach a wider audience. These can all boost your overall site traffic and campaign click-through rates which will help your sales go through the stadium roof.

Extra-time urgency

As events reach their latter stages, this is the time to grab any last-minute sales before your campaigns close. Promoting last-minute deals with the end dates will create urgency for your customers making them feel as though they’ll miss out if they don’t act immediately.

Competitions are another tactic to raise brand awareness and gain good engagement. Social media competitions can encourage users to like your post and page, and sometimes even persuade them to tag a friend. The more likes/shares/tags you’re getting, the more people will see your post and become aware of your brand. The more people that become aware of your brand, the more customers you’re likely to gain.

To find out more about how Kelkoo Group can help elevate your online store to the next level, get in touch to find out more.

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