issue 3 draft 2.0
DESCRIPTION
Ambush MarketingTRANSCRIPT
Ambush Marketing
‘A free ride’
What is Ambush Marketing ?
• A promotion tactic designed to associate a product with a particular event without payment being made for an official sponsorship.
Ambush Marketing
Strategies
- Sponsor the Broadcast, Subcategories of the Event- Purchasing Advertising Time Around Relays of the Competitor’s Event.- Engage in Major Non- sponsorship Promotions- Pourage Agreements- Corporate Hospitality and Ticketing
Reason to Use
Fighting Program
To avoid the cost of paying expensive sponsorship fees while gaining the benefits of associating with a sports property at the expense of the sponsor.
Ambushing Examples
‘Remaining 46 days’‘June 11, 2010’
Who are the Ambushing Brand in WC’10 ?
Protecting from Ambushing
The official sponsor should;- Focus on effectively exploiting and leveraging its purchased association with the sports property.- Sponsoring both the event and the broadcast.- There should be detailed sponsorships contracts & the special laws to protect main sponsors.- To introduce anti-ambush marketing campaigns.
Anti-Ambush Marketing