SA's biggest marketing challenge: post-2010

That won't be too difficult if everything goes off well and that global news bulletins are not forced to replace coverage of the actual matches with coverage of local strikers disrupting things and horror stories of soccer fans being mugged and exploited.

Is it worth it?

But, South Africa will also have to do a mammoth marketing job persuading ordinary South Africans that it was worthwhile.

Because right now, the clear perception is that the only beneficiaries will be FIFA and a few local fatcats.

Ordinary South Africans have seen chaotic ticket processes, particularly when tickets became available over the counter yesterday, Thursday, 15 April 2010. FIFA's official statement admitted to problems due to a larger-than-expected demand which was pathetic actually, because with its experience it should have known what to expect.

Temper tantrums don't help

Ordinary South Africans have been disappointed with the lack of accommodation bookings, the reduced numbers of oversees fans coming to this country and things like petty arguments between taxi drivers, trade unions and local authorities about transport services.

And ordinary South Africans have the perception that holding a major event in this country is just plain disruptive and probably causing more trouble and angst than it is worth.

But, there is no doubt in my mind, on the one hand, that just taking the publicity we will get through the tourism and investment video snippets that will be aired before, after and at half time to billions of TV viewers will be well worth the frustration and massive investment.

On the other hand, I believe that if a public poll were held right now on whether SA should bid to hold the Olympic Games here, the overwhelming response would be a resounding "No." Hardly surprising, given the perception that FIFA has simply hijacked SA for itself and has treated local fans, businesses and talent with disdain.

It is a classic case of perception overwhelming reality.

The big job starts at the end

But, Government, the International Marketing Council (IMC) of South Africa, South African Tourism and all the private sector players in the hospitality and investment industry cannot afford to sit back once the final whistle has blown.

This will be the time for them to really start rolling up their sleeves and leveraging for all they are worth.

Because ordinary South Africans will only benefit from the world cup if, over the next decade, the massive TV publicity generated is converted into tourists and investments. And this, because of the sheer size of the world cup target market, will require some very imaginative marketing.

Will these custodians of our future just lie back and fall sleep on the job under the mistaken belief that from 12 July onwards everything will take care of itself?

I don't think so. But, what is very likely to happen is that they will not have nearly enough funding to be able to even scratch the top of this lucrative iceberg. That would be a crying shame.

For more:

• Bizcommunity Search: FIFA ticket
  
• Google News: FIFA ticket sales