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DUBAI: The last 10 days of November – for brands, retailers and shoppers in the UAE, this time may be the biggest profit opportunity of the year. Because with the start of the FIFA World Cup on November 20, there will also be a “Black Friday” promotion that starts on November 25.
Such an opportunity is hard to miss, according to marketing and advertising industry sources. Shoppers coming from the country and in and out of the UAE for the Doha football match will clearly see the special discounts and various other promotions on offer.
“That would be a good time to roll out 80-90 percent discounts — both online and in stores,” says one marketing consultant.
While Black Friday (in the UAE, available in white, yellow and other colours) tends to revolve around what e-commerce giants like Amazon and Noon have to offer, malls and retailers are just as ambitious for this particular time frame, It also marks the official start of the year-end holiday sales period.
“The FIFA World Cup overlaps with Black Friday, a key sales period for retailers in the region, which is historic,” said Sandeep Ganediwalla, a regional partner at Redseer Consulting in Dubai. “Historically, marketers tend to see 15-20% higher CPCs during this period.”
Find the right deal
For shoppers, it’s about finding the product they want at the right price. This also applies to all who visit the UAE and stay in hotels and short-term accommodation, and fly to Doha and return to play. That’s what UAE retailers rely on – big.
“An estimated one million World Cup fans could arrive in Dubai,” said Amit Raj, chief operating officer of social and digital media consultancy Binary. “And then another million regular seasonal visitors.
“With two million visitors in 30 days, this is a once-in-a-lifetime opportunity for brands across all industries.”
Are you ready to upgrade your TV?
The “bigger and clearer” TV offer has already gained high visibility on various channels targeting UAE audiences. The World Cup and the Olympics are also a time for retailers to take full advantage of pushing the latest releases, and the next 4-6 weeks are trying to convince consumers to upgrade.
“The pricing of TVs could get very aggressive — if they haven’t already,” said a big box retailer.
Where should brands focus?
For major sporting events, TV commercials have always been the go-to for marketers. The big winner this time around could be OOH — with rumors that tariffs on some of the most popular billboards and OOH advertising will “double” in the mid-November to late-December period.
Digital and social media channels will also be involved. “Digital media will show its true potential,” Ganediwalla said. “While TV will continue to be the primary channel for watching the World Cup, the top four platforms for product discovery will remain digital, with TV in fifth place.
“Small brands now have multiple avenues to increase brand awareness through multiple online channels and influencers. What should set them apart is the creativity they can bring and the ability to adopt new formats such as ‘short form’ , is expected to see the highest increase in this format.”
$500Meter
What Qatar’s neighbouring market can produce from FIFA World Cup visitors during the month-long event
Want a taxi?
Brands and retailers shouldn’t limit themselves to tried-and-true channels, Raj said. “Incorporating innovative media like binary digital screens inside RTA taxis is a perfect fit,” he added. “It’s affordable, location-based and interactive.
“Large events like this are not easy for brands with tight SOV (share of voice) budgets. An innovative approach to engaging audiences is a proven approach, but easier said than done.”
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