There was a time when the crowd was so excited about the rollout of the latest at that time device model of iPhone, which is the iPhone 4S. In October 2011, the launch of the device was the most awaited technology experience of the year. Then, Samsung went crashing the party by opening up a shop a few feet away from Apple’s storefront in Sydney, Australia. Many Apple avid fans were able to get the then-latest device model. However, numerous people were not able to wait the long lines and decided to buy the Galaxy SII device, which Samsung was selling for only $2 AUS – a price that is way cheaper than the $850 AUS iPhone 4S. This situation is just one of the many examples of effective ambush marketing that smart business people did for product marketing.
Ambush marketing is a marketing strategy where an advertiser or company takes over or connect their product or business to an event or campaign, which it does not officially sponsor or connect. Several circumstances have proven that this controversial marketing technique can work. However, over time, the definition of ambush marketing has been changing. Some companies started to use this method to attack their rival businesses. It has become a crucial tool for brand wars. Companies such as Pepsi, BMW, Nike, Paddy Power, etc. have also been involved in this type of marketing strategy.
We can classify this type of marketing technique in two categories.
In this marketing strategy, an advertiser or company purposely makes itself looked connected to an event where it does not officially sponsor to advertise its product. It may also involve clever advertising to attack a rival company. Predatory and Coattail ambushing are two types of direct ambush marketing. Predatory ambushing means attacking a competitor’s advertisement to take the market share or mislead the customers. Coattail ambushing means associating itself to a particular event or property to advertise their brand.
Another way of doing ambush marketing is by using similar logos, images, and symbols on their posters and billboard ad to make it look like they are sponsoring to significant property or event. This marketing technique is called indirect ambush marketing. Another activity of indirect ambush marketing is establishing a promotional appearance near or at an activity such as sports event without really referencing it. The goal of this technique is to publicize its business without taking the limelight and hitting its rivals.
To know more about ambush marketing, we have collected a set of examples in this section for you to use as a reference if you are planning to develop this type of marketing strategy.
Doing an ambush marketing can be risky even in the digital market. However, as long as you stay on the good side of the line, you should not worry. We also prepared a list of tips that will guide you on making sure you are doing it right.
The first thing that you need to do if you are planning or considering to involve your brand to an ambush marketing is to inspect if there are third-party registered or unregistered trademarks and other intellectual property rights that may involve in the event. You don’t want to risk getting caught up in the middle of legal action against your company or associate it with bad publicity.
An ambush marketing strategy can result in a lot of possible scenarios that can be hard to measure since it has not happened, but you don’t want to associate your brand with something that you are not sure. Thus, it will be essential to come up with an efficient strategy to ensure that your brand will not be criticized in the future. Anticipate the risks of the marketing scheme that you are going to take and make changes to the plan if necessary.
Your online business can have a chance to go a long way. Then, there is the law. Before you will involve your business in any campaign, have your lawyer check the applicable laws concerning the activity. Ensure that it complies with the applicable laws and non-statutory codes, such as the policy that the UK Advertising Standards Authority (ASA) manages.
To prevent ambush marketing, some organizations require the hosts of the event to pass a law targeting any businesses that will attempt performing ambush marketing before a contract signing.
As a businessman, you can believe in the saying that if you do not take a risk, you will not get the reward. However, whatever you do, it is crucial to stay within the law. You can still do stunts that will ensure your business growth. Carry out your ambush marketing strategy with caution, along with other marketing methodologies. You can also do marketing research to address your marketing problem accordingly.