Everything you need to know about ambush marketing

Key quotes:

• "In an effort to leverage the spirit and excitement surrounding the games, marketers are doing exactly what marketers do best: they’re creating compelling Olympics-inspired campaigns, touch points and consumer experiences."
• "Ambush marketing is the ultimate work around, with brands developing relevant campaigns and creative despite not being officially associated with an event or program."
• "Big events like the Olympics give every brand and marketer an opportunity to get in the mix."
• "Major brands are constantly looking for opportunities to deliver powerful consumer experiences — experiences that eclipse their Olympics-sponsoring competitors."
• "And I’d argue it’s the ambush marketers who help fan the flames that make the Olympics — and the Super Bowl and the Oscars — that much bigger and better."
• "Even with waning Olympic TV viewership (these games are down nearly 10 million from London), there couldn’t be a more perfect ambush marketing opportunity than this amazing event that comes into our living rooms (and palms) every two years (that’s right — curling in PyeongChang is right around the corner!)."

Key quotes:

• "Ambush activities were described more broadly as “A practice whereby a company, often a competitor, intrudes upon public attention surrounding an event, thereby deflecting attention toward themselves and away from [an official] sponsor.” This axiom is helpful, given that in over 36% of cases, the brands that ambush an event are direct rivals of the event’s sponsor."
• "Nike used ambush tactics to devastating effect when Reebok was selected as the sponsor of the 1992 US Olympic Basketball Team."
• "Displays of ambush marketing in the most prestigious events in golf, racing, and more have emboldened brands to act with higher frequency and in broader ranges of events."
• "When the Olympic Committee began to worry to about excessive commercialization during the LA Games in 1984, they started to clamp down on the number of official sponsors."
• "As event organizers strive to further limit the number of approved sponsors, expect the brands on the outs to grow more daring and disruptive with their campaigns."
• "One factor you’re probably wondering about with ambush marketing is legality."

Key quotes:

• "prior to the release of the book, advertisements were mostly targeted at educating the public and feeding them information which companies thought were essential for getting more customers on board, and much less about entertaining or engaging the audience- which is what guerrilla marketing revolves around."
• "Small businesses, especially those in the early stages, often face this predicament- They need to get word out of their brand, products and services; However, that requires money to advertise and market, and their budget for marketing is not high enough to compete with the big players in the market."
• "Finally, achieving to deal a high impact with relatively low cost, guerrilla marketing therefore has to be highly targeted and carefully timed to get the most out of the campaign effort."

Key quotes:

• "Ambush marketing is quite a well-known term in the field of promotion and marketing."
• "Today, many well-known brands in the market invest millions of finances in ambush marketing to reap its benefits."
• "Following are some of the reasons as to why such Branded Entertainment is getting adopted by several companies out there."
• "Campaigns On Ambush Marketing Can Be Quite Clever: These types of marketing concepts are quite cheeky in nature, and the creative flexibility offered by them is simply incredible."
• "The Campaigns Are Off-Script: One of the most leveraging factor as to why ambush marketing is so much popular is that it helps the brands in going off-script as compared to the traditional marketing programs."
• "Change In The Perception Of The Consumers: Ambush marketing is that part of branded entertainment which helps companies in exhibiting and cultivating the values and attributes of a new brand into their own."

Key quotes:

• "The ambush marketer does not seek to suggest any connection with the event but gives his own brand or other insignia, a larger exposure to the people, attached to the event, without any authorization of the event organizer.” Though the observation may seem to make a valid point but the implications are sketchy as it has been a growing concern that ambush marketing devalues the exclusive as well as expensive sponsorship rights which are sold to other companies and in some cases, even involve the infringement of intellectual property rights such as trademark or copyright."
• "Presently there aren’t any express laws or provisions in existing legal regime to cope with ambush marketing and hence most of cases of ambush marketing seek shelter under Intellectual property rights infringement and the common law of passing off."

Transcript: Hello everybody today we're gonna talk to you about guerilla marketing not that kind of guerilla silly I'm gonna take you through inexpensive guerilla marketing ideas that you can do yourself in your small business number one clever signs and posters check out this teeth poster that a dentist put up on a pole you're walking by the street and you see this big mouth but it's really posters with a phone number and an address very cheap very easy to do and it grabs people's attention number two yarn bombing people in the Knitting community have known about this for a long time you cover an object in yarn and you put your name or your logo on it so that people know that it's yours if you're walking down the street again or in a park and you see something covering yarn you're gonna want to look at it number three sidewalk chalk chalk isn't just for kids who want to play around you can make a very professional-looking ad if you grab a stencil and some chalk and it's probably one of the simplest cheapest and safest guerrilla marketing tactics out there number four pressure hose cleaning... See more →