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It started with a few dozen pretty women in orange mini-dresses with no apparent branding attending the Netherlands' first round match. Тя започна с няколко десетки красиви жени в оранжево мини рокли без видима търговска марка присъства първия кръг в Холандия "мач. “Dutch supporters”, they said. "Холандски привърженици", казаха те. FIFA correctly thought otherwise, then did just about the stupidest thing they could have done. ФИФА правилно мислене по друг начин, след това е почти най-тъпото нещо, което те можеха да направят. What FIFA should have done… Какво ФИФА трябвало да направи ... - Get their own megalomania under control. Вземи собствените си мегаломания под контрол. - Roll their eyes at the lame attempt to “ambush” the World Cup with a low-impact, first-generation visibility grab. Roll очите им на куц опит за "засада" на Световната купа с ниско въздействие, първото поколение на видимост вземете. - Realise that 36 pretty girls sitting together in orange dresses is not going to harm the sponsor, particularly if they had done a good job of leveraging their massive investment. Осъществяване, че 36 красиви момичета заседание заедно в оранжево рокли няма да навреди на спонсор, особено ако те са свършили добра работа на възползват от своите огромни инвестиции. (It was Budweiser, but how many of you knew that?) (Това беше Budweiser, но колко от вас са знаели, че?) - Inform the broadcaster not to dwell on them. Информирайте не от телевизионния оператор да задълбават в това. If they really wanted to be hard, they could also have informed the women that if they returned in that or a similar get-up, they would not be allowed entry to future games. Ако те наистина искат да бъде трудно, те могат да са информирали жените, че ако те се върнаха в тази или подобна оформяне, те няма да бъдат допуснати до бъдещи игри. What FIFA actually did… Какво всъщност е ФИФА ... - Eject the women, hold and question them for four hours. Изваждане на жените, притежава и им задава въпроси, в продължение на четири часа. - Arrest the ringleaders in contravention of anti-ambush legislation. Арест на подстрекателите в нарушение на анти-засада законодателство. - Make Bavaria Beer and their models a global phenomenon. Направете Бавария Бира и техните модели глобално явление. Good on you, FIFA! Добър за вас, ФИФА! You've turned an inconsequential, cosmetic ambush into the biggest sponsorship story of the World Cup. Вие сте превърнали без значение, козметични засада в най-големия спонсорски историята на Световната купа. Actually, FIFA's reaction was so predictable (as are all the various World Cup organisers and the IOC) that Bavaria was probably banking on FIFA to do all the heavy lifting for them! Всъщност, реакция на ФИФА беше толкова предвидима (както и всички различни Световната купа организаторите и МОК), че Бавария е най-вероятно разчитат на ФИФА да направи всичко на повдигане на големи тежести за тях! All the while, Nike is running rampant with viral video that actually is creating marketing value for them and reducing the effectiveness of Adidas' sponsorship. През цялото това време, "Найки" е изправен работи с вирусно видео, което всъщност е създаването на пазарна стойност за тях и за намаляване на ефективността на спонсорство "Адидас". Wake up, organisers! Събуди се, организаторите! It's time to stop dwelling on the inconsequential and start tackling the big issues in ambush marketing. Време е да спрете жилище за маловажен и да започне решаването на големите проблеми в засада маркетинг. When the ICC (Cricket's global ruling body) started going through fans' coolers and dumping out their Coca-Colas, it made Cricket World Cup sponsor, Pepsi, look like a spoil sport. Когато на Международния наказателен съд (глобални въпроси по крикет на тялото), започнах да ходя през охладители феновете и дъмпинг на техните Coca-Colas, го прави Световната купа по крикет спонсори, "Пепси", изглежда като развалят спорта. When organisers of major events make fans turn their T-shirts inside out, it makes both the organisers and the sponsors look petty and mean. Когато организаторите на големи събития правят феновете обърнат тениски отвътре навън, го прави както на организаторите и спонсорите изглеждат дребни и средно. Why do organisers do this? Защо организаторите да направите това? Because at least it looks like they're doing something. Защото най-малко тя изглежда като те правят нещо. What they're not doing, however, is stopping the kind of ambush that hurts their sponsors. Това, което те не правят, обаче, е спиране на вида на засада, че боли техните спонсори. To do that would require them to admit that they can't control it, tell their sponsors that great leverage is their best defence, and to work and be flexible with those sponsors to find leverage ideas that will work across the entire event experience. За да направите това ще изискват от тях да признаят, че те не могат да го контролират, кажете на спонсорите си, че голям ливъридж е техният най-добрата защита, както и да работят и да са гъвкави с тези спонсори да намерите лоста идеи, които ще работят в целия опит събитие. Do I think this will ever happen? Да мисля, че това някога ще се случи? No, because being pedantic, sabre-rattlers is easier. Не, защото е педантичен, сабя rattlers е по-лесно. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Ambush Marketing: In Praise of Ambushing Up Засада маркетинг: Възхвала на Ambushing Up Alcohol Sponsorship Ban a Red Herring Алкохолът Финансиране забрани Red Herring Ambush Marketing Set to Rise Засада Маркетинг ще нарасне For Maximum Impact, Forget the Event, Concentrate on the Event Experience За Maximum Impact, забрави за събития, Концентрирайте се върху събитието опит Why Ambush Marketing Legislation Will Never Work (and What Will) Защо Засада Законодателството маркетинг Ще Никога работа (и какво ще се)
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It started with a few dozen pretty women in orange mini-dresses with no apparent branding attending the Netherlands' first round match.它始於幾十個漂亮女人橙色小禮服,沒有明顯的品牌參加了荷蘭的第一輪比賽. “Dutch supporters”, they said. “荷蘭的支持者”,他們說. FIFA correctly thought otherwise, then did just about the stupidest thing they could have done.國際足聯正確不以為然,那時只是他們最愚蠢的事情可以做. What FIFA should have done…國際足聯應該做什麼 ... - Get their own megalomania under control.獲得自己的狂妄自大受到控制. - Roll their eyes at the lame attempt to “ambush” the World Cup with a low-impact, first-generation visibility grab.在他們的眼睛輥瘸子企圖“埋伏”世界杯與低的影響,第一代能見度搶. - Realise that 36 pretty girls sitting together in orange dresses is not going to harm the sponsor, particularly if they had done a good job of leveraging their massive investment. Realise有36個漂亮的女孩一起坐在橙色的衣服是不會傷害提案國,特別是如果他們做得很好的利用他們的巨額投資. (It was Budweiser, but how many of you knew that?) (這是百威啤酒,但是有多少你知道嗎?) - Inform the broadcaster not to dwell on them.廣播通知不糾纏於他們. If they really wanted to be hard, they could also have informed the women that if they returned in that or a similar get-up, they would not be allowed entry to future games.如果他們真的希望是困難的,他們也已通知他們返回的婦女,如果在這個或類似的獲取行動,他們就不會被允許進入將來的遊戲. What FIFA actually did…國際足聯居然什麼 ... - Eject the women, hold and question them for four hours.彈出的婦女,問他們把握和四個小時. - Arrest the ringleaders in contravention of anti-ambush legislation.對首要分子,逮捕違反反伏擊立法. - Make Bavaria Beer and their models a global phenomenon.請巴伐利亞啤酒和他們的模型一個全球現象. Good on you, FIFA!好你,國際足聯! You've turned an inconsequential, cosmetic ambush into the biggest sponsorship story of the World Cup.你已經變成一個無關緊要,化妝品埋伏成為最大贊助世界杯的故事. Actually, FIFA's reaction was so predictable (as are all the various World Cup organisers and the IOC) that Bavaria was probably banking on FIFA to do all the heavy lifting for them!事實上,國際足聯的反應是如此預測(如同所有各種世界杯的組織者和國際奧委會)的巴伐利亞銀行國際足聯可能是做所有繁重的他們! All the while, Nike is running rampant with viral video that actually is creating marketing value for them and reducing the effectiveness of Adidas' sponsorship.一直以來,耐克是猖獗的病毒視頻,實際上是為他們創造市場價值,降低效益阿迪達斯贊助. Wake up, organisers!醒醒吧,組織者! It's time to stop dwelling on the inconsequential and start tackling the big issues in ambush marketing.現在是時候停止在無關緊要的住宅,並開始解決的大問題,埋伏營銷. When the ICC (Cricket's global ruling body) started going through fans' coolers and dumping out their Coca-Colas, it made Cricket World Cup sponsor, Pepsi, look like a spoil sport.當委員會(板球的全球領導機構)開始經歷球迷的冷卻器和傾銷他們的可口可樂科拉斯,這使板球世界杯贊助商,百事可樂,看起來像一個壞的運動. When organisers of major events make fans turn their T-shirts inside out, it makes both the organisers and the sponsors look petty and mean.當大型活動的組織者讓球迷把他們的T恤衫內而外,它使雙方的組織者和贊助商看小和的意思. Why do organisers do this?組織者為什麼要這樣做? Because at least it looks like they're doing something.因為至少它看起來他們正在做的事情. What they're not doing, however, is stopping the kind of ambush that hurts their sponsors.他們沒有做什麼,但是,是停止種伏擊,傷害他們的贊助商. To do that would require them to admit that they can't control it, tell their sponsors that great leverage is their best defence, and to work and be flexible with those sponsors to find leverage ideas that will work across the entire event experience.要做到這一點就要求他們承認,他們無法控制它,告訴他們的贊助商是很大的影響力是他們最好的防守,以及靈活的工作,並與這些贊助商找到槓桿的想法,將工作在整個事件的經驗. Do I think this will ever happen?我想這會不會發生? No, because being pedantic, sabre-rattlers is easier.不,因為是迂腐,劍響尾蛇更容易. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... Alcohol Sponsorship Ban a Red Herring酒精贊助的禁令一紅鯡魚 A Hugo Boss ambush?阿波士埋伏? Try a Huge-o ego trip!嘗試巨Ø自我之旅! Video Tutorial: Ambush Marketing Basics in About 10 Minutes視頻教程:隱性市場行為的基本在10分鐘左右 Why Ambush Marketing Legislation Will Never Work (and What Will)為什麼永不隱性市場立法工作(和什麼威爾)