Study: Marketing offensive planned for Euro 2008

The 2006 World Cup has been over for two months and everything is already revolving around Euro 2008. More than 100 Swiss retailers and manufacturers surveyed want to exploit the marketing potential of the major sporting event in Switzerland. According to the study "Fit for Euro 2008" by the Swiss Marketing Forum, over 70 percent of Swiss retailers and manufacturers hope to benefit from the event and want to get involved accordingly. 60 percent of those surveyed are even increasing their marketing budgets for 2008 by up to 20 percent. However, the vast majority are not planning to act as official sponsors or licensees. Many want to make the most of the opportunity with ambush marketing. The focus here is primarily on the many tourists, but also on Mr. and Mrs. Swiss. It is also noticeable that women are becoming an increasingly important target group.Using experience from GermanySurveys of over 100 German retailers and industrialists have shown that the targets set for the 2006 World Cup were largely achieved. In the opinion of those surveyed, however, the targets could generally have been achieved even better if planning had been done in good time.
Swiss consumers are open76% of people surveyed in Switzerland during the 2006 World Cup did not find the hype in the stores before and during the World Cup annoying. Only 14 percent found the "footballization" at the points of sale to be excessive or even annoying.
Further information on the detailed study can be found at
http://www.marketing-forum.ch/aktuellpubli.html.