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The Winter Olympics are in full swing and the organisers are busy implementing draconian “anti-ambush” laws. Зимните олимпийски игри са в пълен ход и организаторите са заети с изпълнение драконовски "анти-засада" закони. Too bad they won't work. Жалко, че няма да работи. Anti-ambush legislation is mainly about tightening existing IP laws, bolting on a few proximity laws, and trying to control old-school communication channels. Анти-засада законодателство е предназначен основно за затягане на съществуващите закони, ПР, заключване на няколко закони близост, и се опитва да контролира старо комуникационни канали училище. It is pedantic to the point of restricting freedom of expression – just ask the people of Vancouver – but still doesn't stop ambush marketing. Той е педантичен до точката на ограничаване на свободата на словото - просто попитайте хората от Ванкувър - но все още не спира засада маркетинг. Rather than “we've got you covered” platitudes, major events should front up with some home truths. Вместо да се "Имаме ти покриват" platitudes, важни събития трябва пред дома с някои истини. They won't, however, so I will. Те, обаче, така че ще го направя. There are three major things that a sponsor can do to protect themselves. Има три основни неща, които спонсорът може да направите, за да се защитават сами. Ensure your brand is a natural match Гарантиране на вашата марка е естествен мач The first thing you need to do, before you commit to any major sponsorship, is to ensure that your brand is a natural match to the sponsorship – better than your competitors. Първото нещо, което трябва да направите, преди да се ангажират до значителни спонсорство, е да се гарантира, че вашата марка е естествен мач за спонсорство - по-добре от вашите конкуренти. One exercise for determining the fit (and your competitors') goes like this: Едно упражнение за определяне на Fit (и вашите конкуренти ") отива по този начин: First, make a list of all of your brand's attributes and values. Първо, направете списък на всички атрибути на вашата марка и ценности. Describe your brand really thoroughly. Опишете своя марка наистина добре. Then do the same for your key competitors. След това направи същото за вашите основни конкуренти. Go through the lists and cross out any attributes and values that you share with your competitors, because they don't count. Минете на списъците и зачеркнете всички атрибути и ценности, които споделя с вашите конкуренти, тъй като те не се броят. Now, you're left with the ways in which you are different. Сега, вие сте ляв с начините, по които са различни. Compare these lists with a list of all of the attributes and values of the event you're considering to determine which brand is the best match. Сравнете тези списъци със списък на всички атрибути и стойности на събитието можете обмисляте да се определи коя марка е най-добрият мач. If your brand is clearly the best fit, it will be hard work for any of your competitors to create a strategic ambush. Ако вашата марка е ясно най-добре, то ще бъде усилена работа на някой от вашите конкуренти за създаване на стратегически засада. On the other hand, if one or more of your competitors is a better natural match than your brand, don't invest. От друга страна, ако една или повече от своите конкуренти, е по-добър мач от природни вашата марка, не се инвестира. You will be a sitting duck for ambush. Вие ще бъде жива мишена за засада. Even if they don't do any overt ambush activity, people will tend to assume they're the sponsor. Дори и ако не вършиш никаква засада значима дейност, хората ще са склонни да поемат те спонсора. That's what is referred to as a “natural ambush”. Това е, което се нарича "естествен засада". Think outside the event Мисли извън случай Major events cost a lot of money, so it's easy to think that's where the value lays and concentrate your leverage on the event itself. Важни събития струва много пари, така че е лесно да се мисли, че където стойността определя и да се концентрират си влияние върху самото събитие. Bad idea. Лоша идея. Of course, you should leverage the event itself, but do not ignore the larger event experience. Разбира се, трябва да лоста случай себе си, но не пренебрегват голям опит събитие. There is a whole world of event experience outside of the major event you're sponsoring. Там е целият свят на събитието опит извън голямо събитие сте спонсорира. Just ask the people of Vancouver whether they're having an event experience. Просто попитай хората от Ванкувър дали те са като едно събитие опит. I'll be having an event experience watching those nuts on luges on TV at the pub. Ще бъде като едно събитие опит гледат на тези ядки luges по телевизията в кръчмата. All the chatter in social media is part of the event experience. Всички бърборене в социалните медии е част от събитието опит. The real value is in the personal experiences, the stories, of the people you are targeting. Истинската стойност е в личните преживявания, на разкази, на хората, които са насочени. That isn't controlled by the event and laws can't control it either. Това не се контролира от събитието и закони не могат да го контролират един от двамата. The winner in the sponsor vs ambusher competition is the one who leverages the entire event experience. Победителят в спонсор срещу ambusher конкуренцията е този, който лостове цялото събитие опит. Add value Добави стойност The question is then, how do you leverage that entire event experience. Въпросът е след това, как ли лост, че цялата опит събитие. Do you try to “own” the experience? Да се опитате да "притежава" в опит? Turn your message up to eleven? Превърнете съобщение до единадесет? Again, that's a bad idea. Отново, това е лоша идея. First off, it won't work, because the whole point of the larger experience is that it is owned and controlled by the people, making it the most authentic forum around the event. Първо, тя няма да работи, тъй като целият смисъл на голям опит е, че тя е собственост и се управлява от хора, което я прави най-автентичните форум около събитието. Disrespect that – try to “own” it – at your own peril. Неуважение, че - опитайте да "притежава" това - на свой собствен риск. Instead, concentrate on adding value to that event experience. Вместо това се концентрира върху добавяне на стойност към този случай опит. Improve the not-great stuff and amplify the best stuff, with the goal being to provide small, meaningful benefits that will demonstrate your understanding of your target markets, enhance their experience, and make your brand a welcome and appreciated part of it. Подобряване на не-големи неща и разширяват най-добрите неща, като целта е да се предостави на малките, значими ползи, които ще демонстрират разбирането ви за вашия целеви пазари, засили техния опит, и да направи своя марка добре дошъл и ценена част от него. If you don't, an ambusher will. Ако не го направите, един ambusher воля. A good example of this in Vancouver is the Bell Ice Cube, hosted by Bell (Canada). Един добър пример за това във Ванкувър е най-Бел Айс Кюб, чийто домакин Bell (Канада). They have created a purpose-built venue that will operate as a free live site and host a live show every afternoon with Olympians. Те са създали построена за целта място, което ще функционира като свободен живея сайт и домакин на живо да се показва всеки следобед с олимпийците. Yes, they will certainly be showcasing their products, but they are also creating an epicentre where people who may not have got tickets to the events can meet Olympians and immerse themselves in the Olympic experience. Да, те със сигурност ще бъдат представени и продуктите си, но те са също така създаването на епицентъра, където хората, които не може да има билети за събития могат да се срещнат олимпийци и я потопете се в Олимпийските опит. A number of Games sponsors are doing live sites, some are embarking on great social media campaigns – the key for them, and for you, is to think outside the event. Редица партии Спонсори правят живи обекти, някои от тях са качването на големите социални кампании в медиите - ключ за тях, и за вас, е да се мисли извън събитие. Ambush prevention really isn't that tough, but it's not the law or the event that will save you. Засада предотвратяване наистина не е толкова труден, но това не е закон или на събитие, което ще ви спаси. In fact, ambush prevention has very little to do with defence and everything to do with your choices, your creativity, and your thoroughness. В действителност, засада превенция е много малко общо с отбраната и всичко свързано с избора си, творчеството си, и си пълнота. Sponsor well and there is no room for ambush. Спонсор добре и няма място за засада. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... A Hugo Boss ambush? А Hugo Boss засада? Try a Huge-o ego trip! Опитайте с огромен пътуване его-о! Alcohol Sponsorship Ban a Red Herring Алкохол Спонсорство забрана на Red Herring UK Sport Selling Olympic Athlete IP? Великобритания Спорт Продажба на олимпийски спортист ПР? Not On Не на For maximum impact, forget the event, concentrate on the event experience За максимален ефект, забрави случай, се концентрира върху събитието опит Ambush Marketing Set to Rise Засада пускане на пазара, да се покачва
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The Winter Olympics are in full swing and the organisers are busy implementing draconian “anti-ambush” laws. Too bad they won’t work. Anti-ambush legislation is mainly about tightening existing IP laws, bolting on a few proximity laws, and trying to control old-school communication channels. It is pedantic to the point of restricting freedom of expression – just ask the people of Vancouver – but still doesn’t stop ambush marketing. Rather than “we’ve got you covered” platitudes, major events should front up with some home truths. They won’t, however, so I will. There are three major things that a sponsor can do to protect themselves. Ensure your brand is a natural match The first thing you need to do, before you commit to any major sponsorship, is to ensure that your brand is a natural match to the sponsorship – better than your competitors. One exercise for determining the fit (and your competitors’) goes like this: First, make a list of all of your brand’s attributes and values. Describe your brand really thoroughly. Then do the same for your key competitors. Go through the lists and cross out any attributes and values that you share with your competitors, because they don’t count. Now, you’re left with the ways in which you are different. Compare these lists with a list of all of the attributes and values of the event you’re considering to determine which brand is the best match. If your brand is clearly the best fit, it will be hard work for any of your competitors to create a strategic ambush. On the other hand, if one or more of your competitors is a better natural match than your brand, don’t invest. You will be a sitting duck for ambush. Even if they don’t do any overt ambush activity, people will tend to assume they’re the sponsor. That’s what is referred to as a “natural ambush”. Think outside the event Major events cost a lot of money, so it’s easy to think that’s where the value lays and concentrate your leverage on the event itself. Bad idea. Of course, you should leverage the event itself, but do not ignore the larger event experience. There is a whole world of event experience outside of the major event you’re sponsoring. Just ask the people of Vancouver whether they’re having an event experience. I’ll be having an event experience watching those nuts on luges on TV at the pub. All the chatter in social media is part of the event experience. The real value is in the personal experiences, the stories, of the people you are targeting. That isn’t controlled by the event and laws can’t control it either. The winner in the sponsor vs ambusher competition is the one who leverages the entire event experience. Add value The question is then, how do you leverage that entire event experience. Do you try to “own” the experience? Turn your message up to eleven? Again, that’s a bad idea. First off, it won’t work, because the whole point of the larger experience is that it is owned and controlled by the people, making it the most authentic forum around the event. Disrespect that – try to “own” it – at your own peril. Instead, concentrate on adding value to that event experience. Improve the not-great stuff and amplify the best stuff, with the goal being to provide small, meaningful benefits that will demonstrate your understanding of your target markets, enhance their experience, and make your brand a welcome and appreciated part of it. If you don’t, an ambusher will. A good example of this in Vancouver is the Bell Ice Cube, hosted by Bell (Canada). They have created a purpose-built venue that will operate as a free live site and host a live show every afternoon with Olympians. Yes, they will certainly be showcasing their products, but they are also creating an epicentre where people who may not have got tickets to the events can meet Olympians and immerse themselves in the Olympic experience. A number of Games sponsors are doing live sites, some are embarking on great social media campaigns – the key for them, and for you, is to think outside the event. Ambush prevention really isn’t that tough, but it’s not the law or the event that will save you. In fact, ambush prevention has very little to do with defence and everything to do with your choices, your creativity, and your thoroughness. Sponsor well and there is no room for ambush. If you liked that post, then try these... Olympic Sponsorship Analysis – Part 8: The Fallout and the Recovery Bad Idea #98: Needlessly Increasing Your Sponsorship Level Olympic Ambush Marketing Analysis – Part 3: Social Media Idiocy Olympic Ambush Analysis – Part 6: I Hope You Don’t Want Fries with That