The early bird

At this stage I have to hold my hands up and admit that I am not the biggest soccer fan in the land, when the World Cup is on I'll be trying to find that elusive pub that doesn't have a TV so that I can enjoy a pint in peace and quiet. Now, if it were rugby or cricket, that would be a different matter, but that's another story.
What is important is that there is still plenty of time for you to think through what you are going to do about the footie festival that's coming up. As we learned a few issues ago, the tournament presents an excellent opportunity for companies to align themselves with what's happening in Germany as well as having a bit of fun.
It is the 'plenty of time' aspect that is key. To me, four months seems to be a long time away. However, we all know that in order to do these things properly, you need to give yourself plenty of time. Last autumn I did a piece on organising Christmas parties and was amazed to learn that in many of the top high-profile or more unusual venues, the week leading up to Christmas is usually booked up by the previous February. Most of us don't begin thinking about the annual Christmas bash until late August or early September. But, the people that get the pick of the venues are those who have made time to sort it out early.
This would seem to make a lot of sense. Taking the Christmas theme further, why not pick the cards and presents you're going to send out not, in April rather than next October when everyone else will be doing it? If you're having an autumn promotion would it not be wise to sort it out now rather than wait until time is more pressured.
Certainly service providers would advise your booking earlier. If nothing else it gives them far more time to talk to you and help you minutely identify what you are wanting to achieve.
And while we're on the subject, I was wondering how interesting it would be to do something different to everyone else. This summer it seems that everyone is going to be sending out promotional gear that is connected in some way with the World Cup. Would it be a huge risk or a brilliant promotional gimmick to try sending out something to do with Wimbledon or the Cricket test match series? The fact that you did something alternative may pay dividends.
This takes us back to my comments about how uninterested I am in soccer. Now, if I were to receive something 'out of the box' during the World Cup that was totally different to everything else I would certainly take notice. Then again, I suspect I'm going to be very much in the minority come June and July and am therefore not the best gauge.
Whatever you decide to do it pays to think about it now. Manufacturers are reporting healthy business already and this can only increase as the big kick off gets nearer. It seems that it could be a chance not to be missed so it would be foolish not to be involved.
Why not consult www.promotionalmerchandise.org.uk today and start putting together your campaign?
May the best team win!

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