Promote During the World Cup

Soccer may never be as popular as football and baseball in this country, but the sport does have millions of followers in this country. So what a great opportunity you have to create promotions surrounding the World Cup soccer tournament over the next several weeks. And many restaurants and bars are doing just that. But not Leo’s Latticini, a delicatessen in Queens, New York.

Also known as Mama’s of Carona, the Italian deli closed last Monday so its owners and friends could watch the Italian team play Paraguay in peace while eating antipasto and pasta. Peace is a relative term because there can be no peace when the Italians lose. Monday it did not lose, nor did it win: the teams played to a 1-1 draw.

In Italy, entire villages shut down to watch the Italian team play. Winners of the World Cup in 2006, the Italian team plays again on Sunday and, if all goes well, several more times to reach the championship. And when they do, expect Leo’s/Mama’s to display the “Closed” sign on the door.

In your case, we suggest you not only keep the doors open, but that you promote the hell out of World Cup to score some of those precious incremental dollars. Consider, for example, a simple promo by Rockit Bar & Grill in Chicago. It offered U.S. Soccer giveaways and provided plenty of drink specials to choose from during the recent U.S vs. England game. The most important thing: it provides U.S. soccer fans a place to gather and get crazy. Think this will make the cash register ring during what would otherwise be a slow Saturday afternoon? We do, too.

Almost any restaurant with a bar and a flat panel TV could do much the same. Keep in mind that any promotion you come up will be more than a one-shot deal. All 32 teams entered in the tournament play at least three games spread out over two weeks, with the teams that win advancing to play for as long as (if they make the finals) one full month.