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  • Lesson 8.4 Ambush MarketingCopyright 2011 by Sports Career Consulting, LLC

  • "Ambush marketing is a transparent attempt to cash in on the passion of our fans"

    - NFL spokesman Brian McCarthy Copyright 2011 by Sports Career Consulting, LLC

  • Ambush MarketingAmbush marketing occurs when one brand pays to become an official sponsor of an event and other competing brands attempt to connect itself with the same event, without paying direct sponsorship fees Copyright 2011 by Sports Career Consulting, LLC

  • Ambush Marketing It is a legal tactic

    Often referred to as guerilla marketing

    Has proven to be very successful

    Presents many challenges for those hosting the event Results in the perception that companies are affiliated with an event when they actually are not

    Allows for penetration into events in which a competitor may have exclusivity rightsCopyright 2011 by Sports Career Consulting, LLC

  • When Does Ambush Marketing Occur?Ambush Marketing Super Bowl

    Olympics

    Soccer World Cup

    Boston Marathon

    Tour de FranceCopyright 2011 by Sports Career Consulting, LLC

  • Notable Sports Marketing AmbushesAmbush Marketing1992 Olympics

    Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel with the American flag during the gold medal ceremoniesCopyright 2011 by Sports Career Consulting, LLC

  • Ambush Marketing2000 Olympics

    Adidas 'thorpedoed' Nike at the 2000 Sydney Olympics. Nike was the official clothing supplier while Adidas sponsored the swimming super-hero, Ian Thorpe. At the medal presentation, Thorpe accidentally draped his Adidas towel over the Nike logo on his official team tracksuit. Thus Nike was nowhere in the famous photograph that was seen by millions of people in Australia and all over the world. Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2002 Boston Marathon

    As Adidas-sponsored runners crossed the finish line under full coverage of cameras, they were treated to spray painted Nike 'swooshes' honoring the day of the event without mentioning the race itself Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2002 Boston Marathon

    More than 300 college students sporting Reebok-branded tattoos on their foreheads were seeded into the crowd along the Marathon route. Reebok-endorsed office linebacker Terry Tate (featured in prominent Reebok television spots) led the charge along the running route. The ambush was effective, with Reebok forming a sea of red (via more than 2,500 consumers turned into walking billboards) along the route and creating its own unofficial sponsorship of the Marathon, much to the chagrin of Adidas.Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2006 FIFA World Cup

    Hundreds of Dutch fans had to watch their team's 2-1 win over the Ivory Coast in their underwear at the 2006 World Cup in Germany after security at entry points to the stadium caught wind of an ambush marketing ploy Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2006 FIFA World Cup

    The fans arrived at the game wearing orange lederhosen displaying the name of Dutch brewery Bavaria and were ordered to remove them by stewards before being allowed to stadium.Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2006 FIFA World Cup

    Anheuser Busch's Budweiser was the official beer for the tournament and FIFA has a reputation for fiercely protecting its sponsors from brands which are not event or organization partners Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2008 Olympic Games

    Chinese sportswear maker Li Ning signed an agreement with Olympic Sports Channel, affiliated with State-owned China Central Television (CCTV). Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush Marketing2008 Olympic Games

    Under the deal, journalists, presenters and guests appearing in the studio would wear Ling Ning's clothes with visible logo throughout the Olympic coverage, despite adidas presence as official sponsor of the Games.Copyright 2011 by Sports Career Consulting, LLCNotable Sports Marketing Ambushes

  • Ambush MarketingLegalGuerilla MarketingVery successfulChallengingPerceptionAllows for penetration

  • Ambush marketing tacticsAmbush Marketing Sponsorship of sub-categories in an event

    Sponsorship of the broadcast of the event

    Purchasing advertisements at a competitors event

    Engaging in non-sponsorship promotions that coincide with the event Copyright 2011 by Sports Career Consulting, LLC

  • Ambush MarketingIn the 1984 Olympic Games, Kodak sponsored the TV broadcast of the games as the USA track teams sponsor despite Fuji being the official sponsor of the games Copyright 2011 by Sports Career Consulting, LLCSponsorship of the broadcast of the event

  • Purchasing advertisements at a competitors event Ambush MarketingFor the 1996 Atlanta Olympics, Nike went to the extreme of purchasing all the outdoor poster sites in Atlanta in an effort to ambush Adidas, the official sponsor of the 1996 Games Copyright 2011 by Sports Career Consulting, LLC

  • Engage in non-sponsorship promotions that coincide with the event Ambush MarketingPizza chain Papa John's ambushed rival Domino's Pizza's product placement campaign in an episode of popular television show The Apprentice. In the episode, Apprentice teams were tasked with creating a new flavored pizza. Concurrently, Domino's launched spots for its new American Classic Cheeseburger Pizza during the show. A new pizza flavor was created by the marketer itself, not by any of the teams on The Apprentice. Copyright 2011 by Sports Career Consulting, LLC

  • Ambush MarketingPapa Johns then one-upped Domino's by purchasing local ad time during "The Apprentice" touting a meatball pizza, which "coincidentally" was the flavor pizza made by both Apprentice teams. The spot showed Papa John's Founder John Schnatter in a boardroom encouraging people to tell the competition "they're fired and asking "why get a pizza made by the apprentice when you can get a pizza made by the pros at Papa John's." Copyright 2011 by Sports Career Consulting, LLCEngage in non-sponsorship promotions that coincide with the event

  • Create visibility without official affiliation with an event in non-traditional waysAmbush MarketingIn 2009, Geico paid several lower-ranked men's and women's tennis players up to $5,000 to wear "ambush advertising patches during high-visibility matches" at Wimbledon. Because lower ranked players earn only minimal wages, many were willing to slap the Geico logo on their uniform, in part to help pay for travel expenses. Copyright 2011 by Sports Career Consulting, LLC

  • During live television coverage of the 2009 British Open, Hugo Boss effectively ambushed the PGA. The high-end menswear apparel company parked a sailboat prominently adorned in company logos in the waters off Turnberry, Scotland which appeared in the tournament's worldwide television coverage. The sailboat's extensive branding was easily picked up on camera, providing signifcant media value for the Hugo Boss brand as their target demographic watched from around the globe. While some companies paid large sums of dollars to advertise through ABC's coverage of the tournament, Hugo Boss found a sneaky way to effectively incorporate its brand into the coverage. Copyright 2011 by Sports Career Consulting, LLC

  • Is Ambush Marketing an Effective Strategy? Ambush MarketingAmbush marketing has proven to be particularly successful in the shoe and apparel market. The official footwear and apparel of the NBA is Adidas. However, many of their competitors have individual NBA stars contracted to promote their respective brands (it should be noted that Adidas has several individual players under contract as well, such as Derrick Rose and Dwight Howard).Copyright 2011 by Sports Career Consulting, LLC

  • How does Ambush Marketing Affect the Hosting Organization? Ambush MarketingAmbush marketing threatens the ability to sell event sponsorships, ultimately cutting into profitability

    The Sydney Organizing Committee for the Olympic Games (SOCOG) had a staff of 60 individuals with legal backgrounds to protect themselves against ambush marketing Copyright 2011 by Sports Career Consulting, LLC

  • How do companies combat ambush marketing? Ambush MarketingReebok attempts to protect the investment in its brand by specifically stating in their advertisements that they are the exclusive supplier of athletic gear for all athletes within their respective league associations (NBA, NFL). To promote this message, they include taglines like The NBA Wears Reebok: Are You Authentic? and Peyton Manning wears Reebok. The Only Brand In Every NFL Locker. Copyright 2011 by Sports Career Consulting, LLC

  • Ambush MarketingCopyright 2011 by Sports Career Consulting, LLCFrom the VANOC website: VANOC is legally obligated to the IOC and to its marketing partners to protect against unauthorized use of the Olympic Brand and ambush marketing in Canada. Similarly, VANOC is obligated to protect the exclusive rights it has granted to its marketing partners related to the 2010 Paralympic Winter Games. But there are other reasons why it is important that VANOC must protect and strengthen the Olympic/Paralympic Brand.How