A market of two halves.

It's been a funny ol' time with the environment recently. The claim from Iran of international Boobquakes. An oil spill to be fixed by building a giant funnel. And while the news reports are intersected by a continued bombardment of reality-talent-show-tat... some of us are left thinking "How do you solve a problem like a misbehaving volcano?"

Well another phenomena is nigh. The tidal wave of football mania is soon to descend on us heralding the beginning of a 6 week "no-fly-zone" for above-the-line advertising. Big brand marketing budgets (that would make some developing countries' GDP blush) are "kicking-off" and will soon dominate our attention. Soon there won't be a billboard, viral, ad break or newspaper ad that won't the punned to the max to make sure they "score" a sale and "tackle" their opposition to "win win win"! <groan>

For the consumer this means a lot of noise. A lot of football-related noise. Trying to cut through that mayhem with your USP, your message, your product - it'll be a challenge.

As a football neutral though - I can see the huge opportunity that awaits businesses and marketers.

As a Welshman I enjoy watching the game. Sure. But the ball is still the wrong shape for me. From my FaceSpace account I can certainly see that this may well relate to a lot of Irish, Scottish and Northern Irish casual watchers as well. Yes I will watch England play. Yes I will want them to win... to be honest it would be nice to hear a new story about 2010 - the '66 story is wearing a bit thin now.

My point is that while there will be a furious fight to win the hearts (and pockets) of the huge market of football fanatics - the market for those who can take-it-or-leave-it is just as important.

Take the partners for instance. Guaranteed 90 minutes of uninterrupted internet shopping time many times a week. No quibble weekend shopping trips with unquestioned spending on new outfits for the girls' night out. Lots of bits, bobs and stuff will be bought. Just don’t expect to have rights on the Plasma for X-Talent-On-Ice on Saturday night!

Reaching these consumers, with balance on the plastic and money in the pocket, is a huge opportunity to capitalise on. While the mass marketing will be sport dominated - I see Direct Marketing as the key to talking to these markets. Highly targeted data based on a number of variables will get your message to the right people, at the right time, with the right offer. And make sure they have an easy route to sale - a clear call-to-action - there and then. Time your email broadcasts, direct mail and calls around the ebb-and-flow of the mood of the Anglo-campaign. We're not all interested - but we'll all be effected.

It will be an emotional rollercoaster of a ride for the England faithful - I see it being an impulsive and spontaneous shopping time for the uninterested. The basis of my theory? Nothing more extravagant than the strange peaks in my joint credit card bills during the Rugby Six Nations matches!

Good luck England. We're all de-spending on you.

Tags:  World Cup 2010