Part 3 of 5: “Beyond the Cup: How Local Businesses Can Score Big with World Cup Visitors”
Winning Hearts, Not Just Sales
When the World Cup comes to town, visitors aren’t just looking for a place to eat or shop—they’re looking for stories to tell, photos to post, and memories to take home. For local businesses, this presents an extraordinary opportunity: to turn short-term interactions into lasting brand loyalty. But this only happens when businesses create experiences that go beyond the transaction. In Part 3 of our “Beyond the Cup” series, we’ll show you how to design in-person and digital brand moments that resonate with out-of-town guests and turn them into lifelong fans of your business—long after the final match.
Experience Starts Before the First Handshake
First impressions matter, and they often happen before a customer steps foot inside your business. Tourists typically engage with your brand through your website, social media, online reviews, or Google listing. If your digital presence doesn’t reflect the experience they’ll get in-person, they may pass you over entirely.
To make a great first impression, align your digital and physical brand presence.
- Update your social media with clear calls to action like “Visit Us Before the Match” or “FIFA Fans Welcome.”
- Add professional-quality photos and videos that capture the spirit of your store, staff, and offerings.
- Create short video reels or Stories featuring World Cup–themed promotions, behind-the-scenes prep, or customer shoutouts.
A cohesive brand presence builds anticipation and trust, setting the tone for an experience that feels intentional, inviting, and worth sharing.
Designing a Space That Invites and Delights
Once inside, visitors should feel immersed in an environment that is welcoming, engaging, and memorable. Your space doesn’t need to be extravagant, but it should reflect care and creativity—especially during such a globally recognized event. A thoughtfully designed storefront, even with simple World Cup touches, can create Instagrammable moments that turn guests into ambassadors for your brand.
- Consider décor that celebrates the World Cup spirit—country flags, soccer-themed displays, or signage welcoming fans in multiple languages.
- Offer themed product bundles, such as a “Match Day Snack Pack” in retail or a “FIFA Fan Sampler” in food service.
- Play World Cup music or screen games when possible.
- Small touches like free stickers for kids, selfie walls, or flags of visiting nations can spark positive emotion.
These moments are what get shared on social media, and when your brand becomes part of a visitor’s highlight reel, you gain exposure to their entire network.
Empower Staff to Become Experience Ambassadors
Your staff plays a critical role in creating a memorable experience. During the World Cup, they’re not just employees—they’re ambassadors of your brand and your city. Equip them to answer questions about nearby matches, provide directions, or offer recommendations beyond your business. Even a simple “Where are you visiting from?” can open up a dialogue that makes a visitor feel welcome and valued.
- Training your staff in cultural awareness and hospitality will set you apart.
- Make it easy for them to provide exceptional service by preparing FAQ cheat sheets or offering small language cards with key greetings in Spanish, Portuguese, or other relevant languages.
When tourists feel seen, helped, and appreciated, they’re more likely to spend more, return with friends, and leave glowing reviews.
Create Digital Touchpoints That Extend the Relationship
Memorable in-person experiences should lead to lasting digital relationships. Don’t let your connection end at the register. Instead, offer ways for visitors to stay in touch—through QR codes, loyalty programs, email sign-ups, or social media follows.
QR codes can link to your website, a welcome message, a digital coupon for their next visit, or even a photo contest. Encourage guests to scan a QR code to leave a review or enter to win World Cup merchandise. If your business has a loyalty program, offer an easy opt-in to tourists with a bonus reward for signing up on the spot. Even if the guest never returns in person, they’re now part of your digital audience—and that’s a win.
Make It Easy to Share the Experience
Your guests are already snapping photos—give them something worth sharing. Social media–friendly moments can turn one visitor into hundreds of impressions when done right. Whether it’s a branded selfie station, a “Fan Favorite” photo wall, or a featured hashtag campaign, you want to create an environment that asks to be shared.
- Create signage that encourages tagging your business.
- Use branded hashtags like #ShopKCWorldCup or #VividFanExperience to boost visibility.
- Feature customer photos on your own social channels, and run a daily giveaway or contest for the best post or story.
When customers promote your brand organically, it builds both trust and exposure.
Celebrate Local and Personal Stories
People remember how you made them feel—and nothing makes a person feel more connected than being acknowledged. Encourage staff to ask where guests are from and post visitor shoutouts on a “World Map Wall” or digital screen. Offer a “Guest Book” that customers can sign or leave a note in. Share short customer interviews or quotes on your social media.
Consider spotlighting your own story, too. Tell visitors why you started your business, what your mission is, and how you’re part of the community. This type of storytelling adds emotional weight and meaning to the transaction. People don’t just want products—they want connection. Let your business be the bridge between your city and the world.
Leave Them With Something POSITIVE to Remember
Creating a great World Cup experience isn’t about spending more—it’s about being more intentional. Visitors may only be in your city for a few days, but the impact of their interaction with your brand can last for months or even years. By crafting meaningful in-person and digital moments, you transform your business from just another stop into a standout memory.
Next week in Part 4, we’ll show you how to build on these moments and turn one-time guests into long-term customers with smart post-event marketing strategies.
Tourists live online—does your brand?
Make sure visitors can find, follow, and fall in love with your business both in-store and online.
👉 Start with the Visitors Welcome Playbook or [Talk with a VCS Brand Strategist]
