AMBUSH MARKETING Ishan Sharma (9)

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What is Ambush Marketing?

Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee. It can also refers to the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor.

Mr. Jerry Welsch

OLYMPICS 1984

Direct Ambush Marketing

Predatory Ambushing: Intentionally attacking the rivals official sponsorship in an effort to gain market share & to confuse customers as to who is the official sponsor. Property Infringement: The intentional unauthorized use of protected intellectual property. Such properties can include logos of teams & events, or making unauthorized references to tournaments, teams or athletes, words & symbols.

Direct Ambush Marketing

Coattail Ambushing: The attempt by a brand to directly associate itself with a event by using a legitimate link other than becoming an official sponsor.

Indirect Ambush Marketing

Distractive Ambushing: Setting up promotional presence at or near the event without making specific reference to the event itself. Insurgent Ambushing: The use of surprise streetstyle promotions. Parallel Property Ambushing: The creation or sponsorship of an event or property that is somehow related to ambush target and competes with it for publics attention.

Incidental Ambushing
Unintentional Ambushing: Sometimes media coverage will mention equipment or clothing used by an athlete, or a company that is providing service in support of an event. Saturation Ambushing: Saturation ambushers increase their advertising and marketing at the time of an event, but make no reference to the event itself and avoid any associative imagery or suggestion.

Some More of Ambushing

Anti Ambush Laws

Any squad member that knowingly or unknowingly breaches the squad terms may face sanctions ranging from financial penalties through to being excluded from continued participation in the event. - ICC Brand Protection Guidelines. - London Olympics 2012 (IOC)

Conclusion
Ambush Marketing does not stop at brands competing only with the commercial sponsors of a sporting event, it goes beyond that. Like it or not, ambush marketing exists & is happening.
Any brand that wants to make noise will make it, irrespective of whether its competing with any brand or not.

THANK YOU!!