Ambush Marketing Tactics And Examples

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Ambush Marketing Tactics And Examples
Welcome to the series of the article on guerrilla
marketing. In my previous blog, I have explained
what is guerrilla marketing and different types
involved in guerrilla marketing. In our upcoming
article, Ill be giving you a detailed
explanation about types of guerrilla marketing
strategies. If you are looking for in-depth
knowledge of guerrilla marketing then dont
forget to read our previous article on Guerrilla
Marketing.
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In this article, I have given a brief explanation
about how big brands pick ambush marketing
tactics as their creative marketing strategies to
create a buzz about their product. Ill be
explaining to you, what are ambush marketing
strategies and different types of ambush
marketing tactics with examples. What is Ambush
Marketing? In the 1980s, Jerry welsh coined the
term Ambush Marketing. He was working as the
manager of global marketing for American express.
Ambush Marketing is one of the unique marketing
tactics in which companies/brands tend to
advertise their product on the place where the
same product is already being advertised by
another company or by their competitors. Ambush
marketing tactics mostly take place in some big
events like Football, cricket, Olympic,
Basketball, etc where advertisers dont pay any
kind of sponsorship to the event organizers but
they try to grab peoples attention on the same
event by promoting their product against their
competitors. But it requires creative marketing
strategies to make your ambush advertising
successful. Let me explain with you an imaginary
example on how big brands adopt unique marketing
tactics to highlight their product on the TV
screen as well in the stadium. Suppose there is
a company called A, who is the official sponsor
of a football game and trying to advertise their
product men shoes but in the same football game
company B has the same product, B is not the
sponsor of the game but trying to advertise their
product indirectly by making a banner or by
shouting out the company name in a group or by
getting camera attention. This type of
advertising is called ambush advertising.
Generally, ambush means An attack from a hidden
position. Types of Ambush Marketing 1. Direct
Ambush Marketing
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In direct Ambush Marketing, brands or company
intends to make themselves associated with the
event for which they have no right or
sponsorship. In 1994 FIFA football world cup
Sprint communication co. used event logo without
any permission from the official sponsor
MasterCard and FIFA. There are various marketing
tactics in Direct ambush marketing. Coattail
Ambushing Coattail ambushing is all about
advertising a brand and products by sponsoring
an individual or related event without obtaining
an official sponsorship of the main even or
larger event. It happened in the 1996 Olympic
Atlanta, Michael Johnson posed by wearing his
gold medal and his gold Nike shoe that attracted
many peoples attention. Reebok was the official
sponsor of the Atlanta Olympic. Property or
trademark Infringement Property or trademark
infringement is all about a brand or local
business using the same logos, symbols, tagline
words, or phrases referring to a competitor to
confuse the consumer or to dilute the marketing
space. In the London Olympics organizer and
sponsor hired hundreds of officers to watch and
observe other brands and local businesses. Local
Business or brands could be fined for using
words like gold, bronze or summer in their
advertisement and campaign. Self-Ambushing In
Self ambushing sponsors try to breach or
violate their agreement terms and condition of
advertisement with the event by performing
activities that
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are beyond the terms that were decided before
signing the agreement. In 2008 UEFA champions
league official sponsor Carlsberg distributed
headbands and t-shirt with their logo which was
not part of their sponsorship advertisement
agreement. Predatory Ambush Marketing In
predatory ambushing, Brands and organizations try
to confuse consumers over which company or
organization is the official sponsor of the main
event. Predatory ambushing happened in 1994
winter games where the VISA was the official
sponsor of the game but Amex dominated visa by
advertising a tagline If you are traveling to
Norway, youll need a passport, but you dont
need a VISA. 2. Indirect Ambush Marketing In
indirect ambush marketing tactics, brands
affiliate with events indirectly to promote
their product by seeking peoples attention.
Generally, brands try to showcase their presence
in the event by creating some unconventional
activity that can become eye-catchy. Read More
Guerrilla Marketing Series Ambush Marketing
Tactics And E xamples Contact
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