The Micro and Small Business Support Service (Sebrae) conducted a survey with 6,028 entrepreneurs from 26 states and the Federal District and found that 63% of companies are not preparing for the football World Cup, while 37% have developed products or services to serve this audience. The cup is scheduled to start on November 21 in Qatar. The survey was carried out between August 26 and September 11.
The survey shows that, at the moment, 20% of entrepreneurs at the national level believe that the World Cup will help increase the company’s revenue; 44% are undecided and believe that revenue will neither increase nor decrease; 13% consider that there will be a decrease in sales and 24% did not know how to respond.
reasons
Among the main reasons for the behavior of entrepreneurs in relation to the World Cup is the economic-financial crisis that became even greater with the pandemic of the new coronavirus (covid-19), the analyst of the Coordination of Commerce and Services and manager of Retail Projects at Sebrae, Poliana Valente. “Small businesses are very much in the process of resurfacing, gaining momentum, trying to rescue and recover not only profitability, but even the market, increased sales. They are very focused now, actually post-pandemic, to survive,” she said.
Another reason for the apparent lack of interest on the part of entrepreneurs is the fact that the World Cup takes place at a different time than usual, which is the middle of the year. “Culturally, we were used to seeing her at a certain period and always in the middle of the year. The question of having been moved to the end of the year culturally also moved people’s radar a little, and in that look at the Cup”.
According to her, the tournament between November 21 and December 18 coincides with a period that is extremely critical for small businesses, especially when it comes to retail, which takes advantage of this opportunity more in the face of the World Cup.
Safety
Poliana Valente recalled that, at the end of the year, retail has important events, such as Black Friday and Christmas, which are very significant dates for the trade of goods and services. “It turns out that small businesses are much more focused on product and marketing strategies and adjustments of their points of sale for these dates that are safer, are part of the annual calendar and are important to boost sales,” she said.
According to Poliana, the Cup ended up competing with these dates, which are more reliable and safe for entrepreneurs to bet on, and that each such date needs different strategies, planning and disclosure. “This all takes time and resources. So, entrepreneurs are much more focused on campaigns that are safer, especially in this period of business rescue in the post-pandemic”.
The analyst believes, however, that as of November, with the start of the games, people will have more breath to actually watch the Cup. “Brazilians are very fond of football, the team unites the country as a whole”.
Poliana Valente, however, warns entrepreneurs to realize, within the purpose of their business, the reality they have and the products and services they offer, what could be adding to make this Cup a special moment.
With good publicity of its business, the manager believes that retailers will be able to boost sales and engage these consumers more, even for the World Cup. “There is no reason to give up hope, but you should consider what would be the best type of strategy. Because, in my perception, when we enter November, people will be more excited about the Cup”.
End of the year
The end-of-year view of small business owners is a little more encouraging. According to the national survey, 26% of respondents believe that the challenges that came along the way brought about valuable changes for their business; 22% are excited about the new opportunities; and 11% think the worst is over.
Poliana Valente recalls that Brazil is still facing a process of crisis, of high inflation and high unemployment, which generates a drop in the purchasing power of consumers, with a focus on purchasing more basic items. “I think a great way to try to reconcile and reduce this concern is to think, within your business, how your products and services can actually add to a nice experience for people, so that they can give gifts to those they love, despite this whole phase that we are experiencing as a country and state. Deep down, despite all the problems, no one who has a little bit of condition is going to stop giving someone a gift,” she said.
If lowering prices is not possible for the small entrepreneur, the Sebrae analyst suggested that other means can be accessed to captivate the public, such as gifts, differentiated service, sometimes even through collaboration between products, services and companies. , where the buyer perceives a greater added value.
According to Poliana, on Black Friday there is a perception that consumers can buy things they need at a more inviting price. Christmas, on the other hand, has an affective issue, of being with the family, of giving presents, regardless of whether the desired product is a little more expensive at that moment.
