Get your fill from Rugby World Cup!

The past couple of years have been tough on many businesses. Some have really struggled but others have explored ways to stimulate growth or, at the least, ensure losses have been kept to a minimum. Some have even thrived.

One owner of a small specialist publication confessed he was almost embarrassed by the growth of his business over the past three years and while there are various reasons for that growth I know that hard work, creative thinking and smart marketing have all contributed to the company’s prosperity.

While some SMEs impress with their innovation and enthusiasm for expansion, even in this climate, I am amazed at how few make the most of countless opportunities to showcase themselves.

Over and over, I see business operators failing to capitalise on events, holidays, celebrations, and happenings. Instead of using these to their advantage they stick with the same old, same old or, worse still, do nothing on the premise they cannot afford to.

Well, I believe those are the companies that cannot afford not to make the most of any opportunity that comes their way – including the Rugby World Cup.

In many parts of Auckland you wouldn’t know there was a world cup on the horizon. I keep asking myself why aren’t more places getting their fill! They should be going all out to earn goodwill  from the event and to boost business?

I suggested one company use the RWC to do something different with flags outside the building. “Surely, you can come up with a fun black and white theme and some sort of ‘try-scoring’ promotion? What about getting staff to wear rugby jerseys and host a few in-your-face competitions/promotions?” I asked. The response was decidedly lack lustre.

It set me thinking. How many restaurants, for example, are planning ‘after match’ dinner deals, or are posting ‘in touch’ specials or having a pre-match “scrum” – all drinks half price! On game nights are they urging patrons to come in wearing the colours of the team they support that night while throwing in some spot prizes?. If restaurateurs don’t want a big screen in house they could install a small screen to one side so those interested can be updated on the score.