World Cup fever is upon us! Call your mates, fire up the barbecue, chill those bevvies, crack open the snacks and put on all your patriotic merch!
For a 2am kick-off? Not likely, argued Andy Mulcahy and Tom Jacobs of UK e-commerce association IMRG in their new podcast IMRG Takes On… (available now).
Of course, when “you’re trying to sell a load of stuff” Mulcahy explained, “it’s really handy if there’s some big thing that can happen that can focus everyone’s attention on the things you’re selling”.
But the nature of this year’s tournament – primarily the late-night matches – mean there could be little impact on online sales. The “stupid unsociable hour” of games, means the whole thing “might pass us by” he added.
“Am I going to get all my friends’ round? No. Have I got any friends? No,” Mulcahy said. “No one on earth has ever had a BBQ at three in the morning.”
But it still presents some opportunities, Jacobs suggested. He championed the concept of offering deals based on results and gamifying the games. Pitch pretzels when Germany plays, for example. “Lean into it,” he said.
The best time for brands to push marketing? After a big win can’t hurt. Certainly not “when they’re possibly annoyed” Mulcahy said.
The pair have great banter and affectionately poke at each other throughout. And compared with IMRG’s long-running online business show, the pod is far less data-heavy and more meandering.
This fun but nevertheless thought-provoking new podcast is off to a great start.
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